What Do They Want?
If you don’t know what your potential clients want, chances are that you will not be able to answer their question. One of my coaching client came back with an answer: “they need help in their business”. You can guess that I wasn’t happy with the answer. I made them dig deeper. We figured out that many people need help, but not many realize their need, and are aware of the available solutions. We were now closer. but not close enough to start with a sales funnel development plan.
Imge via Morguefile
Next, I asked my client about their ideal customers’ demographic characterisitcs. We figured that they are not startups, and have achieved some kind of success, so must be over 35. As I already ran a test social media campaign on my client’s account, we also figured out that the majority of he enggagements occurred among women, and his main target was female entrepreneurs over 35. Thankfully, this data was easy to obtain using my white label social media managment platform.
Their Most Important Problems to Tackle
Next, we had to think about matching the solutions my client offers with the problems his clients might be facing. We identified the lack of planning, systems, and strategic thinking, as well as the need for reassurance. We were now much closer to identifying the client who is the most likely to engage with my client. She has a specific problem, such as the lack of time, no clear vision, or the lack of tools to measure growth and test strategies.
Image via Morguefile
No matter what you are selling, it is important that you ensure that your clients can afford it. Otherwise, you will be wasting yoru time and reources on generating leads and adding people to your sales funnel who have no means of buying from you. However, you might have multiple products. As an example, my client has group coaching and one-on-one packages. It is clear that the number of people who can afford his one-on-one caoching services is much smaller than those who would want to get basic training. That is why we had to determine the size of the business and the turnover of the company as a qualifying criteria.
Their Buying Triggers
Psychology has a lot to do with your clients’ buying triggers. It is important that you understand what makes your potential clients take their credit card out or log in to PayPal to complete the purchase. After all, you will need to send out the right messages at every stage of the sales funnel, to take them closer to making the buying decision. When drawing your ideal cusotmer, ensure you are creating speech bubbles that will explain what they are thinking when coming across your brand.
Their Vision and Values
One of the best ways of increasing your conversion rates and optimising your sales funnels is to align your mission and vision, as well as your values with your clients’, and effectively communicate them. You can complete a market research by engaging with your market online and participating in social media discussions. Find out waht the main priorities of your target niche are, and adjust your messges to their beliefs and values.
If you are a business or personal development coach, trying to identify your ideal customer, be sure to set up a free consultation and book a brainstorming session.