Magnetically Connecting with Your Ideal Client

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July 16, 2013
Magnetically Connecting with Your Ideal Client

It’s a sad statistic – less than half of new businesses stay in business over five years. Undoubtedly there are a variety of factors but one of the biggest mistakes I see business owners make is marketing, networking, and speaking everywhere and to everyone. To keep your business afloat you have to embrace this truth – everyone isn’t interested in what you have to offer, only your ideal client is.

Now you might be thinking, “I’ve heard this all before Sarah and I’m confident that I know who my ideal client is and I’m customizing my marketing accordingly.”

Great, but here’s my question to you. Do you know your ideal client as well as you know your best friend or sibling? Too many small business owners believe they totally understand their target demographic while they actually only have a generalized idea or intuitive hunch.

This misleading concept presents a false (and costly) interpretation of what they ideal market really is. Even the most successful companies must continually update their client profiles because as your business evolves and the world around us changes, so do the characteristics and behavior of your ideal clients. All highly successful businesses have one thing in common and that is they know the importance of knowing the demographics and psychographics of their prospects.

A crystal clear understanding of your ideal client’s specific challenges – the issues that keep them awake at night – will help you position yourself as a problem solver and they’ll be magnetically drawn to you. That’s the beautiful thing in getting this right. You don’t have to go out and sell to them because when you position yourself as the expert they come to you. I think that you would agree that no one wants to be “sold to” today! I know I don’t. But I will pay a premium price to work with the best person, the one who I resonate with that can help me overcome my obstacles.

If you want to ensure that you have this crystal clear understanding of your ideal client, instead of a generalized hunch, you need to do some work. In fact, this is something you may want to do on an annual basis when you’re coming up with your marketing plan.

One great way to get this insight is to survey your ideal clients. I’ve found that customers love to feel that they are valued and listened to, and one of the most effective ways to give them that sense of worth is to solicit their feedback. Surveying your ideal clients gives you invaluable insight into who they are and how you can succeed by fulfilling their wants and needs.

Most people are very gracious and willing to help. Just ask them questions like…

  • How did they find out about you?
  • What’s the number one reason they came to you?
  • What problem have you helped them to solve and what have been the benefits?
  • What are the biggest challenges they face right now?
  • What would they like to accomplish or achieve over this next year?
  • What methods have they tried to improve their situation that didn’t work?

When you are crystal clear on who your ideal clientele is and you use target marketing, you begin to magnetically attract your ideal clients who can’t wait to work with you and will gladly pay your fees. When you don’t do this work, you become a commodity and I don’t want any of you to become a commodity. I want you to charge what you are worth and get it – so you feel highly successful in creating a wildly successful practice.

Predictable Results™ Assignment:

Come up with a list of your favorite clients – the ones who you enjoy working with, get great results from your products or services, and provide ongoing referrals. Schedule some time to speak with them using the list of questions above. Take notes and use their responses to gain more insight into the mindset of your ideal clientele.

As a pioneering and visionary innovator, Sarah is a certified professional image consultant and brand strategist, speaker, trainer and author. Her company, Illustra Business Coaching, provides leading-edge business building strategies for small business owners & entrepreneurs who wish to take their company to the next level.

Illustra Business Coaching
Copyright © 2013, Sarah Hathorn, AICI CIP, CPBS
This article may be reproduced only in it’s entirety, including the above bio.

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