The topic of the ideal client is frequently discussed. Look around you. How many times have you read an article, attended a teleseminar, and/or had a conversation with someone where the topic turned to, “Who Is Your Ideal Client?” Why do you suppose this is? In fact, you may have gotten to a point where you’ve heard this question posed so often that you dismiss it with a wave of the wand and think, “of course I know who my ideal client is, who doesn’t?!” A truism in business is that if it’s a recurring theme it means that it’s not only important, but that it’s not being done by the majority. If everybody was doing it, there would be no need to discuss it. 
If I were to ask you right now, “Who is your ideal client and why?” what would you tell me? Would it be without hesitation and in a crystal clear and concise manner? Would you have to pause before you answered the question? Very few people can answer this question without hesitation and pause. If you can answer without hesitation and pause, I want to congratulate you. Keep doing what you’re doing. For the rest of us, the ability to answer this question could mean the difference between having clients and not having clients.
While this seems like a very simple question, it really is not. It is a question you should spend a significant amount of time thinking about and getting very clear around. Let’s take a moment and review some essential elements of the ideal client:
- It’s counter-intuitive in the sense that it is most effective when your ideal client is highly specific and narrow.
- When you try to be everything to everybody, you end being nothing to anybody.
- There is a common center of interest and/or lifestyle of your ideal client.
- Your ideal client exists in a sufficient quantity.
- Your ideal client has the ability to pay you.
What does having an ideal client do for you and your business?
- An ideal client provides you with a clear vision and an obvious focus.
- It enhances your credibility and your reputation.
- It increases the demand for your services because of the specialized market.
- It greatly simplifies marketing and increases your return on investment (ROI).
- It provides a firm base from which you can expand your business.
So, how do you go about determining who your ideal client is? Yes, this is the part where you spend a significant amount of time crafting your ideal client profile. I would suggest you write a story about your ideal client. Give him/her a name, an education, a family life (single or not), a social life, a business, and a problem they have in their business that you can help them with. Get very detailed. Let me repeat that…get very detailed. I want you to know this person like you know your family! This way, when asked who your ideal client is there is no hesitation.
These questions should help you craft your ideal client:
- What are the basic characteristics of your ideal client? (demographics, age, gender, salary, education, location, etc.)
- Who are your clients? Are they business executives, artists, small business owners, micro business owners?
- What kind of values does your ideal client have? Do these values match yours?
- What exactly do your ideal clients do? How do they need your help?
- How do your ideal clients treat you? Do they pay on time?
Whether you know exactly who your ideal client is or not, please take the time to answer the above questions. In doing so, I hope that it will help you realize where you are in relation to where you need to be on this critical topic.
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(c) 2010 Cindy Hillsey
You are free to use material from the Bridging the Gap ezine as long as you include complete attribution, including live website link. The attribution should read: “By Cindy Hillsey of Virtual Partnering. Please visit http://www.virtualpartnering.com for additional information.”
