How To Find More Of Your Perfect Client [and why]
November 15, 2012
A client told me earlier this week that her perfect clients are single tradesmen. She wants more of them! They are grateful for her support, respond well to gentle nagging and loyal till the end.
That made me chuckle. It also made me think. While the ‘perfect client’ produces financial rewards for your business, they also make doing business enjoyable which for me is just as important.
By identifying the profile of those clients who are long standing, loyal, low maintenance with high returns we can then plan how we better service our existing perfect clients and show us where and how we can raise our profile to meet more. It can also help us discover not only who they are today, but who they might be tomorrow. This will help identify opportunities (or challenges) that our business may face.
- Which clients often send you referrals?
- Which clients support you as you support them?
- Which clients do you have long-standing relationships with?
- Which clients do you enjoy dealing with?
- Which clients make you the most profit?
- Which clients have stayed with you through both good and bad times?
- Which clients give you feedback?
How to construct your perfect client profile
By answering the questions above, you know what you are looking for in ‘the perfect client’. Identify these clients within your own database and consider the following characteristics and common interests they may share:
- Gender, age and relationship or marital status
- Education and skills
- Ethnic group, culture and religious or political beliefs
- Profession, occupation, self employed
- Financial situation
- Social status
- Geographical location
- Habits, hobbies and pastimes
- Height and weight
- Industry, number of employees, turnover
- Special events, sports or clubs
Also find out:
- How did each of these clients find you?
- Which of your products or services are they purchasing?
- What is the size of their company (if B2B)?
- What are their online habits?
- What are their offline habits?
- How often do they contact you?
- Which member of staff do they normally deal with?
- What is their average monthly spend?
- What is their average number of monthly contacts?
- How and when do they pay your invoices?
- What is their key motivator (price/quality/timeliness)
Try to identify as many common characteristics that your ‘perfect clients’ share. For example, my perfect client may reveal the following shared characteristics:
- Small business owner
- Age 35 and over
- Active in social media
- Positive, engaging attitude
- National and internationally based
- Healthy with a good work:life balance
- Has either managed large firms or owned previous businesses
- Referred by another client
- Pay by the end of the month
- Regularly use social media services and cloud based programs
Using these results you can then start to build your marketing strategy. Establish where, when and how you are likely to come into contact with this customer (LinkedIn, Facebook, local group, magazine, networking, through introductions) and what they are interested in. A CRM tool can be invaluable at this stage and will also help to keep your perfect client profile up to date as needs, tools, services and people change.
Your turn: Do you have a ‘perfect client’ – what makes them perfect?