Focusing on Your Perfect Client

 

Who is the perfect client? That depends greatly on your industry and business model. Often business professionals, particularly new business owners, mistakenly believe that everyone is their customer. They are not nor should they be. Additionally, your profile of the perfect client will change as your business grows.

For example, “Kate” has just opened a print shop. This is her first time as a business owner. She wants to provide quality customer service to everyone and anyone she can. Currently, her clients are people in the neighborhood who need small print runs of one to 25 pages. That’s a good way to get the buzz started and to cultivate a base of customers. But Kate can’t exist on just the work she gets from residences in the area. She needs to take a look at the local businesses and keep expanding that radius outward. She might consider looking to see if there is a particular industry that prints more forms than others, such as medical groups, or that needs booklets or pamphlets, such as a community college or human resources firm.

How to ID Your Perfect Client

Kate needs to determine who her audience is and what their needs are. To do this, she may need to speak with:

  • Other printers about their experiences and possibly creating a mentor/mentee relationship
  • Professionals who have similar clients to hers such as copywriters and graphic designers
  • Organizations such as the local Chamber of Commerce or a networking group
  • Current clients and how she can better fulfill their printing needs

 

Besides getting advice or support from others, Kate must also factor in where her passion lies and determine which industries those talents would best serve. Once Kate can give a face to her perfect client, then she can begin to cater to that individual or industry. That doesn’t mean she can’t still work with residents in the area. She still can as long as she has other clients who can bolster the workload.

 

How to Market to Your Perfect Client

How should Kate market to this base? It depends on what their needs are. For example, if they are continually feeding projects through her print shop, maybe she can develop a package plan that will save them money in the end, or offer special, limited deals for clients with larger jobs. The idea is for Kate to get clients to value what she can do for them so that they won’t look elsewhere to have their printing done. Her objective is to:

  • Gain their loyalty
  • Get them to appreciate your expertise
  • Be more than willing to pay her for that expertise
  • Get them to recommend her to others who can help grow her business
  • Proceed with projects they have put on hold due to cost effectiveness, etc.

 

Kate can create a successful business by developing a variety of customers—some her ideal clients and others as a supporting cast, each bringing different demands to her business, but all contributing to its overall growth.

 

Robin Kellogg is a local writer and owner of Robin Kellogg Associates, which helps businesses with their marketing and communications. She is the author of “12 Easy Steps to Better Business Communications”, available on Amazon.com. Robin can be reached at robin@yourwritingresource.com or via her website at www.yourwritingresource.com.

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