Following on from the Value Proposition last time this week’s topic is “The Ideal Client” – this relates to Box 2 on the Business Model Canvas – Customer Segments.
I spend a lot of time with clients talking about THEIR ideal client and the value proposition. When I introduced the Business Model Canvas a few weeks ago I touched on both – and the two are inextricably linked – each will inform the other – the Value Proposition for each ideal client; and also for each ideal client – what value are you delivering?
It is also worth mentioning at this point that you will also have to consider the channels you use – How you deliver the product or service to the client – because that also affects the value proposition, and we will go deeper into that next time.
You might not be considering a new product, but a novel method of delivery – who’s the client for that, and what is the value proposition for them?
Anyway – let’s cut to the chase.
The more specific you can be about the clients you want to attract the more of them you WILL attract. It really isn’t a case of “I can help everyone”. Maybe you can – but for all sorts of reasons you might want to consider restricting who you have as a client?
How about the ones who can’t pay what you want or need to charge in order to be profitable?
What about the ones who aren’t local to you – or aren’t the gender you specialise in, or are too young or too old, or they are bald and you’re a hairdresser, or…
The reality is there are legions of people out there who are not ANYONE or EVERYONE – that you don’t want to service for whatever reason.
At its simplest – you want to work with people who get you, who fit (need) what you provide and who have the appropriate budget. The most important thing is – it has to be a win-win for everyone – your client needs to feel valued, and you need to feel appropriately remunerated. It is easy for resentment to build on either side – if the client feels over-charged and under-serviced – or if you feel that you spend all your time on a client who barely pays you.
The next thing you need to do is to work out – what do those people look like? (And yes, some clients draw a picture, or source one from stock photos!)
What sort of attributes are we talking about – well it will depend on your business but:
Gender and age may be relevant
Location might be relevant
Socio-economic class?
Educational level
Job title?
Do they have kids?
What are they interested in?
The closer you can get to describing one single individual the better – even think about what their hair is like, what they wear, what their name is!
THEN (and only then) you can market to them – and your goal is for them to wonder how you know them so well. And there will be lots of people who fit the description – and here’s the thing – lots of people will see or hear your message and they will think – ooh that’s me!
The problem with generic messages is that everyone ignores them. (You do). But you notice when someone’s message applies to you, even if it’s not a perfect fit.
Other things you might want to consider: – where they hang out – do they go on social media – which platforms – when? You want to maximise your chances of them seeing your stuff.
Take some time now to consider who YOUR best clients are – what drives them, who they are, where they are – and then work on the value proposition again – what is YOUR ideal client looking for – and how do you deliver it.
Box 3 on the Business Model Canvas concerns channels – so also consider those – is your online client the same as your offline – or what different models do you have to offer to different clients.
Get in touch if you’d like to chat about how I can help.