Do you resist defining your ideal client? I know many all business owners do. They fear that they will limit their business’ potential by restricting their client base. In fact the reverse is usually true.
Being perceived as an expert or specialist in your field will help to draw people to you. It will allow you to design your products and services to meet the needs of a specific group of people. You will be able to differentiate your business from your competitors. It will make it easier for your network to understand who would be a good introduction.
The benefits of specialising
I remember having a conversation with a business owner in the hospitality industry. He was bemoaning the fact that he couldn’t find an accountant specialising in his industry. He wanted an accountant to appreciate that it was important to account for lemons used in the bar separately from those used in the kitchen. Without that distinction it was impossible to have a true understanding of costs and therefore arrive at a pricing strategy to make a profit.
An accountant specialising in a particular field would understand typical expenditure and profit margins in that industry and would be able to offer really useful advice to clients without betraying any confidences. But specialising in one or two industries wouldn’t prevent the accountant taking on other clients if they wanted to.
Emma Raducanu is just one sportsperson who has changed coach to find someone with the right experience to take her to her next goal. Andy Murray worked with Ivan Lendl because he knew how to win a Grand Slam.
Would your unique experience make you the right choice for a particular type of client? What’s the next level you take people to?
Define your ideal client
Business owners often resist defining their ideal client because they think they must describe demographic characteristics. That works for some businesses, but it is by no means the only way to group people.
One of the reasons we are in business on our own account is to have more choice over the work we do so that is a good place to start to think about who our ideal client is.
- What type of work do you really enjoy?
- What are your strengths?
- Where do you get your best results?
- What can you offer that other people can’t, or at least not in the same way?
When you have the answer to these things you can look at who has a need for these services. You may find that there are some common demographic denominators. But it maybe that the only factor people have in common is their need for your services… they have a particular problem they want to solve, and you have the solution.
Of course if you sell B2B you may find that specialising in a particular industry, size of business or stage of development will help. Remember my example of the lemons.
Or maybe you should become a subject expert. Our Shrivenham Group Leader, Jill Aburrow is an experienced HR professional who could take on a wide range of HR work but specialising in redundancy has transformed Jill’s business. She’s become known as an expert so not only does she advise employers about redundancy but she trains and advises other HR professionals with less experience.
This is not a straitjacket!
Another reason people resist defining their ideal client is that they think it limits their ability to serve people who don’t fit the definition. It doesn’t!
If someone wants to use your services and pay you a proper price for them and you want to work with them then you can. The fact they don’t fit the blueprint is irrelevant. A business may engage Jill Aburrow when they are considering making redundancies but often they will retain her services to help them with all aspects of HR.
You can have more than one definition of your ideal client but take care not to have too many. Too many definitions can be as confusing as saying you serve everybody.
The clearer your definition the easier it will be to market to them. Your prospects will recognise themselves in your marketing and your network will identify a good referral.
Can you define your ideal client in a sentence?
Ideally you want to be able to define your ideal client in one sentence so that you can easily communicate the description when networking.
Here are some ideas that may inspire you…
- I work with small businesses who are going from four to up to 50 employees and who are grappling with the increasing regulations they now have to comply with.
- I provide administrative support to VAT registered limited company directors in the construction industry so they get their estimates and invoices out promptly whilst focusing on serving their customers.
- I build shop enabled websites for small product based businesses in the accessories and wellbeing sectors.
- My ideal client is a busy, menopausal Mum who is juggling work and family and struggling to find time to manage her weight and wellbeing.
- I am a coach for professional men who are approaching retirement and scared at the prospect of losing their identity and having too much time on their hands.
How do you define your ideal client or is this something on your to do list?
Glenda Shawley is the MD of Fabulous Networking and an experienced marketing consultant and trainer. If you would like to try networking in a safe and supportive environment, you would be welcome to visit up to three of our networking meetings to see if we are a good fit for you.
