WHO ARE YOUR PERFECT CUSTOMERS
Who is the most likely to purchase what your company has to offer?
Marketing to the wrong people is about as effective as wandering aimlessly among a crowd of people, talking about the benefits of what you have to offer. When you're not clear on your perfect customer, also known as your target customer, your efforts cost time and money that many small businesses can't afford to waste.
Taking some time to define your ideal customer can make a big difference to your business by allowing you to retain that time, money, and energy and put it to use elsewhere. By targeting the right people with your sales pitch, placing your products in front of the right people, and interacting with your ideal customers on the social media channels that they are most likely to use, you can increase your sales and turn potential customers into returning ones.
How well do you know any of your customers?
Aside from the family members and a few friends who have supported you in your business endeavours, I'm willing to bet that your answer to this question lies somewhere between "I don't know them that well" and "I've never met any of them". While you don't actually need to know each and every one of your customers by their first name, you do need to have a relatively good idea of what they are looking for. Why? Because you have to be able to take what you know about their needs as a customer and use that information to determine:
Defining Your Perfect Customer
This mini-course will show you how to identify who your perfect customers are.
ONLINE COURSE
Defining Your Perfect Customer
Stop marketing to the wrong people. Identify your perfect customers, what they need, and where to find them.
But wait, isn't every person a potential customer?
Of course, every person has the capacity to purchase what you have to offer, but when it comes to whether or not every person actually wants or needs what you have to offer, the answer is no.
The fact is that your product/service will not suit certain people, and trying to market to a wider target audience to accommodate people on the edge of this circle doesn't do you any favours. Why? Well, for starters, it takes extra time, money, and energy to get your product in front of more people, and more time, money, and energy to alter your message so that it suits varying groups of people. It also increases the risk that the person who falls outside of your target customer will purchase your product and be disappointed in it due to over-promised benefits that they don't find useful, due to a lack of benefits that they would find useful, and so on.
Without pinpointing exactly what your ideal customer needs, you won't be able to design solutions that will help them; additionally, you won't be able to effectively communicate why your product or service is better than that of your competitor.
How do I find my ideal customer?
In order to gain a better understanding of who your perfect customer is, you have to create an outline of the customers that you believe will benefit most from your business and its products and services.
What does a customer outline include?
A customer outline is a template that you can use to create your perfect customer. It includes general information that comprises the framework of your perfect customer's persona (a name, age range, gender, family status, profession or industry, level of education, etc.), along with a section for more specific information on pain points (such as pricing, time commitment, accessibility, customer support, etc.) and "purchase motivators" that you believe will influence their desicion to interact with your business.
A customer outline is a great resource that your entire sales team can use to ensure consistency in marketing both online and in-person. Knowing your customers' pain points will help you create solutions that will help your customers overcome these barriers or uncertainties, resulting in a crystal-clear understanding of what your business offers and how it will help them.
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