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Your Ideal Client --
How to identify who is--and more importantly, who isn't!
©2006 by Terri Zwierzynski
"I don't know the key to success, but the key to
failure is trying to please everybody."--Bill Cosby
Have you ever had a client/customer that was more trouble
than they were worth? Maybe they were always late to pay, or
didn't do what they said they'd do. Maybe you just had a
personality clash, or they expected more than you were able
to offer. Whatever the situation, chances are you had an
inkling when you first met that client...a tiny voice that
you didn't listen to, that was probably overshadowed by the
bigger voice that said, "Hey, it's business; I'll take it!"
Learn to say no to those clients, before they start draining
your energy! The key to being able to do this is
understanding Your Ideal Client. Once you know how to
recognize who is ideal and who is not, you can practice
turning down business from the latter. If you have trouble
saying no, you'll need to learn this critical business
skill...and what to do to get rid of problem clients you
already have. If you have a coach, ask them to help you
complete the Ideal Client exercise, or to role-play those
"saying no" conversations.
Click Here to Start.
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Chris's General Info |
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Positive About Life!
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 1186 Friends
Member since 3/6/2005 |
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| Gender |
Male |
| Age |
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| Location |
Exeter, Devon, UK-England |
| Interests |
Aviation, health, walking, reading, music, speedway, football, computers, internet, wines, eating out, learning to play Bass guitar, Networking |
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| Company |
Welcome People Of The World - Positive about life! |
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Ambulance Service Emergency Control Centre Manager, Healthcare |
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How to discover YOUR Ideal Client
There are many ways to approach the Ideal
Client/Customer Profile. You can sit down and imagine
the best, most wonderful client you could have...whether
that is an abstract entity, a celebrity (what writer
wouldn't want Oprah as a customer, for example), or a
specific demographic profile. If your customers are more
likely to be companies, you could look at your current
client list, and pick the company that gives you the
most business, the most joy, the least heartburn.
The Ideal Client Profile
Whoever you pick, start a profile matrix with two
columns: "My Ideal Client Is:" on the left; "My Ideal
Client is Not:", on the right. In the column on the
left, list all the characteristics of that type of
person or company. Use the questions below as prompts to
get you thinking about all the different aspects that
client might have.
Then, either think of the opposite of all those aspects,
or pick the "client from hell" and fill in corresponding
traits in the right-hand column. Be really honest with
this exercise! If you'd rather only have clients who
make over $500,000, put that down! Your clients who
don't fit your Ideal characteristics, whether you write
them down or not, will eventually know it. May as well
get that over with early!
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Prompts: Consider these aspects of your Ideal Customer or
Client:
What career or business are they in?
What demographics do they fit? (age, sex, race, religion,
income, marital status, etc.) What do they think is
important in business? In life?
What do they like most about you and your business, products
and services?
What is the nature of their relationship with you?
(transactional, long-time customer, acquaintance, friend,
refers others to you, etc.) How do they do business with
you? (phone/in person/on the Web; quick transactions/takes
time to negotiate; pays early/on-time/at 30 days; etc.) What
personality characteristics do they have?
What do you get from them (besides payment)?
Now What?
Compare your current client list to the two columns in The
Ideal Client Profile. How many have the characteristics of
your Ideal Client? If the answer is "not many," you may need
to work on firing some of your clients!
Next, post your Ideal Client Profile somewhere you will see
it often. Every time a new potential client comes along,
start looking for those Ideal characteristics...and beware
the non-ideal! If that little voice starts to tell you
something might be wrong, check in with the non-ideal
list--and be ready with some ways to turn away non-ideal
clients. Offer them other options--refer them to someone
else who is a better fit, and make two people happier!
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Ideal Clients--For Life
There are many ways to leverage the work you have just done
with the Ideal Client Profile. Here are some ideas:
--Audit your marketing materials. Do your business cards,
brochures, ads and website appeal to your Ideal Client? Are
you sending the right message, to the right potential
clients? Hone your materials, and start seeing
better-qualified potential clients walk in the door.
--Consider your marketing channels. Based on your Ideal
Client profile, where would you expect to find these
clients? Is that where your marketing efforts are focused?
If not, figure out a way to get in front of them!
--Review your contracts, policies, terms and conditions. Are
they set up to be friendly to your Ideal Clients? Do they
give you clear avenues for dealing with non-ideal clients?
If not, update them, and you might see non-ideal clients
take care of themselves.
Start attracting your Ideal Clients today!
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ABOUT THE AUTHOR:
Terri Zwierzynski is a coach to small business
owners and Solo Entrepreneurs. She is also the CEI (Conductor of
Extraordinary Ideas) at Solo-E.com. Terri is an MBA honors graduate from
UNC-Chapel Hill. Terri has been coaching for over 10 years in a variety
of settings, including 6 years as a senior-level coach and consultant
for a Fortune 500 company. She opened her private coaching practice in
2001. Contact her at: http://www.FastLaneDreams.com. |
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