Is your business sporadic? Does it seem like business is “feast or famine”? Is it all because of the economy?
I have heard the “feast or famine” complaint in all economic cycles, so the primary problem isn’t the state of the economy (though a poor economy makes the “famine” cycle more painful.) No, the primary issue is about attracting and acquiring customers… customers who want to buy from you repeatedly.
It is well beyond the time and space we have in this article to address the whole issue, so for this article, we’ll just look at one aspect… your ideal client. (I do address much more in my Boost Your Business: Easy-to-Implement Strategies to Build Your Bottom Line program.)
What is an ideal client? (Note: I am using the terms “client” and “customer” interchangeably – it is someone who utilizes your services or obtains your product… usually giving you money to do so.)
Your ideal client is someone who loves to do business with you… repeatedly. He or she is enthusiastic about your product(s) or service and not only wants to buy from you again and again, but also happily tells others about you and your product (or service).
Do you see that if you have a clientele filled with your ideal client that your famine part of the cycle starts to disappear?
You may be wondering HOW to fill your clientele with that magical person.
The first step is to identify your ideal client. Now, most small businesses don’t give this much thought. In fact, in my classes and with my clients (when I first start to work with them), they describe their ideal client as “anybody who will buy from me.”
I always smile. When you look at the definition of an ideal client, it is so much more than anybody who will buy from you.
And the next thing I hear is that “I don’t want to exclude any potential customer.” And while it seems paradoxical, you won’t. My answer to my students and clients is that you don’t HAVE to refuse anyone’s money if they want to give it to you, but that is not the same as trying to win them as customers.
If you have been in business for any time at all and have had customers, I am certain that you can think of one or two that you would rather not have as customers (if you could afford it.) They may be people who complain too much, find fault with how you do business, purchase something and then return it just so they could use it for free, or any number of other reasons you don’t like having them as customers.
These people are the opposite of your ideal clients. Is there any reason you would want to attract more of them? Of course not.
The way to “fire” them (and those they represent) is to fill your business with your ideal customers. At that point, you will have plenty of customers that you enjoy, so you don’t miss the “anti-ideal” customer–either financially or emotionally.
Want a quick way to get a handle on your ideal client? Take a look at your business and ask yourself, who is my business (the main product line or service) the perfect solution for? Jot down some notes about what you discover.
For instance, an auto repair shop might be the perfect solution for upscale professionals. Or it might be the perfect solution for do-it-yourselfers who can’t afford the diagnostic equipment. Or it might be the perfect solution for busy soccer moms. It might be the perfect solution for college students. It all depends on the shop, the expertise of the mechanics, the layout of the shop, and what’s important to the owner. One thing it WON’T be is all of those.
Once you map out who your ideal client is, what he or she wants, and how he or she uses your product (or service), then you are on your way to adjusting all your marketing to reach that person. And he or she will be really happy they found you (when they do) because you are the perfect solution for them.
Remember, your ideal client loves to do business with you and happily tells others about you, too. The more ideal clients you find, the more others find you (often through them), and the more delighted customers you have. The more delighted customers you have, the more you get. It’s a delicious cycle.
Have you found your ideal client? Or are you having problems with it? Share your journey with us using the comments.
Beating Feast or Famine with your Ideal Client
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