BRX Pro Tip: Identifying and Converting Ideal Clients
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, today let’s dive into identifying and converting our ideal clients.
Lee Kantor: This is an important exercise that I think every business leader should be doing. It’s so critical when it comes to your marketing or to how you’re going to market. You have to have a clear picture of who that ideal client is, and have a method or process to help convert them into actual clients. So, you have to get good at this, once you have identified them and then convert them into ideal clients, that is kind of table stakes if you want to grow any type of organization.
Lee Kantor: A great way to start this process is to start with your existing clients. You know, if you were to clone one or two of your clients right now, who would they be? Who are the most profitable clients? Who are the most easy to work with clients? And then, just figure out what they all have in common. What are the common characteristics and traits? Don’t just focus in on, you know, what business they’re in. Try to understand what their pain points are, what challenges they face, kind of really dig in there to really understand where they overlap.
Lee Kantor: And, also, when you’re kind of building this Venn Diagram, also focus in on your superpowers. Which ones of these clients would most benefit from whatever it is your superpowers are and what services you provide in that area. So, if you kind of build this Venn Diagram out and you’ll get to that ideal client, and then once you’ve identified who that ideal client is, you can then figure out where they hang out so you can market to them effectively.
Lee Kantor: And then, your marketing should include a combination of thought leadership that’s going to attract the right people to you because they want to learn more about what your expertise is, and how you’re great at what you do, and how they might benefit from them. And you also have to include some direct communication marketing that introduces you to the right people that you need to meet and who needs to meet you.
Lee Kantor: So, identifying the right ideal client is the first step, because if you start marketing without really understanding who your ideal client is, you’re going to waste a lot of resource, a lot of money, a lot of time.
