If you’ve been smiling & dialing your way through March – it is time to take a step back before April begins!
Embracing the Ideal Customer Profile
Ideal and Minimum criteria are poles apart! Yet, in my journey alongside inside salespeople, a recurring theme surfaces—they often settle for just anyone marginally qualifying as a customer.
Regardless of the target market—be it individuals or enterprises—the pattern is glaringly obvious. We leap from one transaction to the next, uttering yes at every turn, driven by the dire need for revenue to hit or goals. The concept of an ideal customer is often shelved as a “maybe someday” fantasy.
Pause for a moment and breathe. Yes, the proposal on the table is about narrowing your prospecting pool. But before panic sets in, envisage a scenario where every customer fits your ideal customer profile.
Imagine the outcomes:
- Make more money?
- Have more fun?
- Worry less?
Strikingly, the unanimous response is a resounding YES across all queries. Yet, many haven’t invested the time to delineate their ideal customer profile.
Without clarity on what our ideal customer embodies, how do we recognize them? The thought that my ideal customer could be at the other end of a prospecting call, unrecognized, is unsettling.
I urge a shift in perspective—prioritize prospecting for your ideal customer!
Each time you reach out for new business, whether with new or existing clients, keep your ideal customer profile in clear view. Tally what aligns and identify the unknowns—then, dive deep into conversations to unearth the necessary insights.
Navigating the “Almost Ideal”
Let’s set the record straight—if your checklist includes 9 attributes (a mix of measurable and subjective), don’t disengage if a prospect falls short on a couple.
If they tick off 7 out of 9 boxes (yes, a Star Trek reference was irresistible), don’t show them the door. Chances are, you’re on the brink of fostering a rewarding business relationship.
Conversely, if they barely meet 3 out of 9 criteria, it’s time to disqualify them and move on. Even if you manage to win their trust and business, the energy and effort exerted will outweigh the financial gains.
Crafting Your Ideal Customer Profile
Step 1: Reflect on your Top 5 Customers. Do you like doing business with them? Would you be thrilled if every single customer was like them?
Step 2: If you answer YES to both questions; describe the company. Here is a short list of characteristics to consider and define for your ideal customer profile:
- Size
- Financial capacity
- Buying process
- Decision-makers
- Purchase authority
- Personnel traits
- Purchase frequency
Use this starter kit to consider what specifics about your offerings or company culture might be pivotal.
Step 3: With this blueprint, fine-tune your outreach focus.
Plus, being articulate about your client base simplifies referral acquisition—directing you towards desired collaborations.
Let’s replace madness with a strategy that not only enriches our business relationships but also aligns perfectly with your aspirations and values.