4 Things To Know in Your Search for Your Ideal Customer or Client
As a small business owner, nothing is more exciting than doing what you love for the people you love to serve. But let's face it, not everything is always rainbows and butterflies, especially when you're talking about being responsible for upholding the trust of multiple people to meet their needs and deliver what they would consider a "worthwhile" product or service.
I've worked with some incredible clients over the years. However, I've certainly had my share of "nightmare" clients. But it's OKAY because I know it's a part of being a business owner. In fact, I consider it pretty inevitable because it is physically impossible to please every person who crosses our path.
However, knowledge is power, and the more we know about the people who cross our path, the better we are at deciding whether they're the right person to work with. Below, I share four things to know when searching for your ideal customer or client as a small business owner:
1. Know what you want.
One of the keys to attracting the ideal customer or client is being in tune with what you want as a business owner. One of the biggest mistakes small businesses and entrepreneurs make is accepting any customer or client who shows interest in the business without considering that this person could be counterproductive to their personal wants and needs. That said, it is essential to know:
What kind of people do you want to work with
The business culture or values that you wish to have
What your short- and long-term goals are
What type of lifestyle you want to have while you run your business
Whether the needs of your target customers or clients align with the above lifestyle
Asking yourself the above questions will help you clarify the requirements you set as you market your business and, if you are a service-based business, will help determine the questions you need to ask during your first discovery call.
2. Know what they want.
While knowing what you want is important, of course, it isn't ALL about you! It is also important to understand what your customers and clients want deep down on an emotional level. After all, you are there to serve them, right?
This is why market research and knowing your buyer persona are so critical! When you are aware of and in touch with their emotional needs, you can decide early on whether you can meet those needs. Anyone can deliver a physical product, but you must satisfy the emotional needs behind the physical products to avoid creating a disconnection that could lead to customer/client disappointment down the line.
3. Know when it’s NOT a good fit.
This one goes mostly for service-based small businesses and may take some trial and error. However, the more you take into account what has not worked out for you in the past, the better off you will be in finding your ideal customer or client in the future.
Below are some common red flags that may indicate that someone is not a good fit for your business:
They don't know what they want. They need your help but do not have a clear vision of their goals.
They are always "too busy." They need your help because they are too busy to do it themselves but are also too busy to work with you to get the job done.
They consistently complain or request discounts or refunds. No matter what you do, something is always wrong or "not worth the price." They will always try to talk you down on price or ask for their money back altogether.
There's a lack of communication or overcommunication. They are always late to answer your calls or emails (or ignore them altogether). Or they call or email every minute to make changes or to follow up on projects.
They consistently push boundaries. Even when you have made yourself clear about your expectations or rules, they try to overstep them or ask for "one-time exceptions."
They push back on contracts or policies. They constantly challenge or request changes to your business contract or policies. Or, they refuse to agree to them all together.
In my experience, you can often feel in your gut when there's a misalignment between a customer or client. Don't be afraid to follow your intuition!
4. Know your worth.
This is the most important thing to know when searching for your ideal customer or client. Knowing your worth and what you offer to your target audience will dictate your relationship with them, the reputation that you have in your industry, the number of sales you make, and the dollar amount of the sales you make. It also makes it much easier to recognize those who truly value what you offer versus those who will only overwork and underpay you.
As a small business owner, your worth comes in a few different ways:
Your sales and profits.
Your level of education and personal development.
The relationships with key people in your industry.
By knowing and growing your assets, the courses you've taken or books you've read, and the number of key stakeholders or influential people you know, you put yourself in a better negotiating position and set your small business up for long-term success.
Finding the ideal customer or client can sometimes feel like finding a needle in the haystack. However, it really boils down to being truly knowledgeable: Truly knowledgeable about yourself and your target market. Once you are fully aware of both parties' needs, wants, and expectations, you may find that you won't have to search for them because they will appear at your doorstep!
Need help to determine who the ideal customer or client is for your small business?
Contact me today, and let's chat about it!