Not everyone will be your ideal client. That’s a good thing. Using her nana as an example, our Events & Membership Manager, Claudia Gurr, explains why.
My nana doesn’t want your CRM system.
I mean, I’m sure it’s great but she can’t even use a computer!
Moral of that super short story is not everyone will be your ideal client. And that’s a good thing. Not everyone will want your product or service. Not everyone will like it. Who cares? Just look at Marmite.
One question I ask at the onboarding stage to new Network My Club members is, “Who are you looking to meet or be introduced to?”
When this answer is “anyone” or “everyone”, I cry a little bit inside.
What I want to know, and what you should have an idea of is, who WILL have a genuine need or want for what you sell.
Anyway, what we do want to know, and what you should at least have an idea of is who WILL have a genuine need or want for what you sell.
If you don’t know who you can help, how will anyone else understand what you do?
Knowing the profile of your current customers is a good place to start and will help you convey to others who you want to connect with. This will give us a great idea of who we can introduce you to, as well as your fellow members of who they can do too.
I bet if I asked you to name any two companies you know; you’d take longer to name them than if I asked you to name two law firms. The point is, the more specific you are, the easier it’ll be for others to help you.
At our business networking events, when asked “who is your ideal client?” try your best to avoid answering with “anyone” or “everyone”. Even if you are generalists when it comes to clients, at least name two or three industries you’re looking to be introduced to.
Start off by having a think about the profile of your current customers:
- Are there any trends with the industries you work with?
- What about business size?
- Where are they located? Or what areas can you service?
- How about what job title of the person you typically look to speak to?
There will always be something you can focus on. Don’t forget, this can change and evolve over time.
It may also help to eliminate who your product and service DOESN’T apply to. Eg. my nana.
Here’re a few more questions that will help define your answer
What problem do you solve for your ideal customer?
This is a good one! Think about what challenge you can help people overcome, then think about who may face those challenges. What are their pain points as a business?
Why should your ideal customer choose you over your competitor?
Think about your ideal customers buying strategy. Why would they choose you over another?
What values do you share with your ideal customer?
Is there a way you perhaps connect on an emotional or personal level?
What are ideal customers looking to achieve short or long-term?
At what point during a business’s life-cycle would you find your service come into play?
You can also go through those questions and replace ‘customer’ to ‘referrer’ to figure out and describe who is good as passing referrals and connections your way. Not to mention working out who you can pass business on too.
It’s this information I like to get from members as they join Network My Club and throughout their time with us. As I said, this changes over time for certain businesses, as new products and services emerge, so I’m always trying to stay updated and find this key information out..
Have a go yourself. Put this to the test when you’re next networking and see the impact it has.
Better yet, do it with us by trying it at one of our upcoming meetups.