Finding your Perfect Customer

January 22, 2015 By Leave a Comment

You would think that everyone knows what his or her perfect customer looks like right? You know the one, not just any customer – but the kind of customer they would like to do business with above all others.

Right? Wrong.

The problem is; many small businesses owners are so adept at simply getting on with business that quite often they forget to consider what their perfect customer looks like.

perfect_customer

Now you might think that is all well and good. You may even ask hey what’s the problem James?

Well, it sounds pretty obvious until someone points it out, but, if you don’t know whom your perfect customer is, how can you possibly hope to attract them and get best value for money when marketing your business?

Meaning in the vast majority of cases, you will not.

Again it sounds ridiculously simple but to craft a successful advertising campaign you need to know who you’re talking too, but too often than not and especially in SME’s, people do not. Sure, they know who they sell too in general terms, like for instance – mums living in the borough of Greenwich – but not who their perfect customer is.

And, that’s what we all want – right? I know I do.

So, below you will find things to consider in order to discover this ‘person’ but before we start we need to consider the goal of this same exercise too.

When this task is completed, you need to be able to picture this person so clearly, it will be as if you are sitting across the room from them. Can you imagine how useful that would be, being able to get your ideal customers feedback on your product or service before spending your marketing budget?

Here are the questions to ask yourself in order to I.D them.

  • Who is your perfect customer?
  • Do they have the money to spend or will they have to ask someone else?
  • Are they Male or Female? Young or Old?
  • What do they do for a living? How much money do they make? Just a ballpark! How do they feel about it?
  • What kind of car do they drive? Do they drive at all? They could cycle or take the train you know.
  • Do they have a family and if so, what is it like? How many children do they have?
  • Are they romantically involved, maybe married? Possibly living in sin. 😉
  • Are they popular, outgoing? You know the type, the kid at school who had all the friends.
  • How do they dress? Formal? Smart casual or dress down?
  • How do they socialise? Do they like social media?
  • What matters to them in life? What kind of morals do they hold?
  • Also, what doesn’t matter? Is there anything they would specifically avoid?
  • What keeps them up at night? What are they afraid to loose?
  • What do they aspire to? What is their dream?

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    Here’s one for you though…

    To be your perfect customer, what traits can they NOT have? (these could be perfectly civil by the way; simply not right for you as your customer)

    Once you have the answers to the above you will have a great insight into who you should be working with and critically how you can start marketing to them.

    A word of caution though, building this kind of knowledge can take time, so please don’t interrogate your clients the very next time you speak. The next step is to define your business so your perfect customer thinks you’re perfect too.

    Look out for that marketing tip here very soon.

    And perhaps if you do this exercise and consider a change in your marketing, I hope you will also consider giving us a call.

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