Who Is Your Ideal Client?

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A couple of weeks ago someone approached me at a networking event, we got talking about her business and she explained she was feeling fed up because she consistently seemed to attract difficult clients - late payers, cancelled appointments, quibbling with fees, lack of committment etc. So I asked a simple question, "Who is your ideal client?"

"Anyone really" was her reply.

Immediately I knew there was an opportunity for us to work together - she was my ideal client.

How did I know? Because I know exactly the kind of client I want to work with.
If you feel you are spending a lot of time marketing and networking but not attracting the 'right' clients then it's either down to one of two things. Your selling skills or more probably you aren't clear on who you are ideally selling too.
So now is a good time to get clear. Go on grab a piece of paper and do this exercise right now as you are reading this article. I know you've got good intentions but unless you pick up that pen and take action now, you will probably become distracted by something else.

Ok got that pen and paper? Then let's meet your ideal client.

Here are a few prompts to stimulate your thoughts. Write down whatever comes to mind, your first thoughts are usually right and you can always make alterations later on.

Ideal age/generation, gender, location, home ownership, marital status, education, career, hobbies or interests, values, lifestyle -are they active in community events, clubs or professional groups? health status, where they shop, books/magazines they buy, where they socialise, where they typically turn when they need help. Are they computer literate? What online activities do they participate in? What makes them tick? Are they willing to invest? Are they open to new ideas? Describe your ideal client - how do they dress, what do they say, what are their attributes?

Don't you think carrying out this simple exercise will make it more easy for you to start building relationships with the right clients?

For a start communicating with them will be more effective as you will be able to use their language. It will improve your conversion rate, because you will no longer be trying to sell meat to a vegetarian and you will also increase the lifetime value of your clients and develop lasting relationships rather than having lots of one time sales.

One last tip to leave you with, why not use your profile in your marketing material, in your bio or FAQ's. e.g The clients who receive the maximum benefits from working with me are...............
Now go and pin your ideal client profile somewhere you can see it on a regular basis to ensure you no longer work with difficult clients.

"The ideal client is the wealthy man in great trouble" - John Sterling