Do You Really Know Your Clients?
Are you sure that you really know who your clients are? Do you have an image of your perfect client? Do you know his problems and needs? Let us explain why we are asking these questions.
It may surprise you (and may not) that many business owners and top managers use to find their clients with a shot in the dark. "All people who has blue eyes and use computers" is not a good client definition, but you won't believe how many people use this style of finding their customers. Of course, we exaggerate a little, but the whole idea is clear - people who sell computers search for all who use computers, and hope that only the word "computers" will connect them. And only because someone uses the service - it should be used in your case too.
In reality, things are different. By default either your product or your service is not wanted by anyone. You should show your business to people and make them interested in it. And also make them want to pay for it. No matter how wonderful your product or service is, until people are accustomed to it and do not come for more without reminders, you should work constantly to attract and keep them.
Let's start with identifying your perfect customer
Of course, ideal clients, like ideal people, do not exist. But the image you create must be as close as possible to the characteristics of that person (which is ALWAYS a person, even if you work with other businesses) that will buy your products. If you ask this question to owners of new businesses and startups, you can usually hear something like: "Well... they are women of 30 working in the office" (the characteristic is approximate). And now imagine how many such types of women can live in absolutely any city? There is a false illusion that the wider the audience, the easier it is to sell to them. No.
You should identify a group that has the most specific features that will make these people your customers. And before you do this, you should position yourself clearly. Know yourself - WHO are you? There are a lot of entrepreneurs who have been working for several years, and still can't explain in a dozen of words what exactly their company does and why it is worth it to use their services or buy goods. "Well... we provide consulting services ..." is not the same as "We are consulting on marketing, we show your business to customers from the most profitable sides, you just have to meet and agree on a deal".
Signs that this customer is YOURS
- He/she has a very clear problem. Perhaps he did not understand it (as Steve Jobs said, you should tell the client what he needs), but you already see this problem perfectly.
- Your product or service is specifically designed to solve this problem conveniently, quickly and simply, at the best price that a client can afford and that he wants to pay.
- The client is loyal to you and your business, he is interested in projects in this area, is looking for a way to solve the problem or at least is open to dialogue.
- He is ready to pay you a decent amount of money for a service or product, and to tell about the benefits of your company to his friends and acquaintances.
Learn how to study clients
First - in your imagination. Imagine that you ARE your client. Describe his/her portrait as detailed as possible. What is important to him? What is he interested in? What keeps him up at night? What is he dreaming about? What does he need? Where are its strengths and weaknesses? Where does he usually look for a solution to his problem - where does he go and what does he do? How does he act if the solution was not found? How much money does he have and how much he is ready to pay for resolving the issue? In the end, how old is he, where he lives and works, how he rests, whether he is married, has children and pets - and so on. This list can be endless and its key positions depend on what exactly you are going to sell.
Why do you need this picture? Suppose you are going to make a presentation of your product to a new audience. You have already studied the question and believe that these are the people you need. Always keep in mind the image of your ideal client during the presentation. Give this task to your marketing, advertising and sales departments, if you have any of them, or do it yourself. Do everything as if your ideal customer already exists and gives you money. This will bring you closer to each other.
Stay noticeable everywhere
Meet with people every day, visit exhibitions and conferences, always have a short 30-second or 1-minute presentation (elevator pitch) ready for occasional meetings with potential customers, call and write, and never stop. Be open and available. Respond to calls and letters, keep activities in social media, be present in professional and hobby networks. Be as accessible as possible so that you can stay in contact any time. Communicate as much as possible. Communication is the first and main guarantee of the success of any team. Cover the maximum of people with your attention, talk and correspond with everyone. Do this with the whole team - and the result will certainly be better.
© Assiomatica SA
Do You Really Know Your Clients?
It may surprise you (and may not) that many business owners and top managers use to find their clients with a shot in the dark. "All people who has blue eyes and use computers" is not a good client definition, but you won't believe how many people use this style of finding their customers. Of course, we exaggerate a little, but the whole idea is clear - people who sell computers search for all who use computers, and hope that only the word "computers" will connect them. And only because someone uses the service - it should be used in your case too.
In reality, things are different. By default either your product or your service is not wanted by anyone. You should show your business to people and make them interested in it. And also make them want to pay for it. No matter how wonderful your product or service is, until people are accustomed to it and do not come for more without reminders, you should work constantly to attract and keep them.
Let's start with identifying your perfect customer
Of course, ideal clients, like ideal people, do not exist. But the image you create must be as close as possible to the characteristics of that person (which is ALWAYS a person, even if you work with other businesses) that will buy your products. If you ask this question to owners of new businesses and startups, you can usually hear something like: "Well... they are women of 30 working in the office" (the characteristic is approximate). And now imagine how many such types of women can live in absolutely any city? There is a false illusion that the wider the audience, the easier it is to sell to them. No.
You should identify a group that has the most specific features that will make these people your customers. And before you do this, you should position yourself clearly. Know yourself - WHO are you? There are a lot of entrepreneurs who have been working for several years, and still can't explain in a dozen of words what exactly their company does and why it is worth it to use their services or buy goods. "Well... we provide consulting services ..." is not the same as "We are consulting on marketing, we show your business to customers from the most profitable sides, you just have to meet and agree on a deal".
Signs that this customer is YOURS
- He/she has a very clear problem. Perhaps he did not understand it (as Steve Jobs said, you should tell the client what he needs), but you already see this problem perfectly.
- Your product or service is specifically designed to solve this problem conveniently, quickly and simply, at the best price that a client can afford and that he wants to pay.
- The client is loyal to you and your business, he is interested in projects in this area, is looking for a way to solve the problem or at least is open to dialogue.
- He is ready to pay you a decent amount of money for a service or product, and to tell about the benefits of your company to his friends and acquaintances.
Learn how to study clients
First - in your imagination. Imagine that you ARE your client. Describe his/her portrait as detailed as possible. What is important to him? What is he interested in? What keeps him up at night? What is he dreaming about? What does he need? Where are its strengths and weaknesses? Where does he usually look for a solution to his problem - where does he go and what does he do? How does he act if the solution was not found? How much money does he have and how much he is ready to pay for resolving the issue? In the end, how old is he, where he lives and works, how he rests, whether he is married, has children and pets - and so on. This list can be endless and its key positions depend on what exactly you are going to sell.
Why do you need this picture? Suppose you are going to make a presentation of your product to a new audience. You have already studied the question and believe that these are the people you need. Always keep in mind the image of your ideal client during the presentation. Give this task to your marketing, advertising and sales departments, if you have any of them, or do it yourself. Do everything as if your ideal customer already exists and gives you money. This will bring you closer to each other.
Stay noticeable everywhere
Meet with people every day, visit exhibitions and conferences, always have a short 30-second or 1-minute presentation (elevator pitch) ready for occasional meetings with potential customers, call and write, and never stop. Be open and available. Respond to calls and letters, keep activities in social media, be present in professional and hobby networks. Be as accessible as possible so that you can stay in contact any time. Communicate as much as possible. Communication is the first and main guarantee of the success of any team. Cover the maximum of people with your attention, talk and correspond with everyone. Do this with the whole team - and the result will certainly be better.
© Assiomatica SA
