If you’ve already created a service offering based on what YOU want to provide, and are reading this because you’re trying to find people to buy it… this is a tiring and costly road.
That tactic creates a lot more work for you, because:
- You have to work twice as hard to “sell” people on what you do, and are forced to find extremely creative ways to convince people they need what you’re selling,
- You subject your business to unnecessary competition, because with no specialization, prospective clients lump you in the same pool as millions of other advisors.
- You’re trying to attract “everyone” … so no one special is paying attention to you. And rather than having the exact ones you want come to you, you’re building up a book of clients that differ in HUGE ways, making it inefficient and extremely time-consuming to serve everyone’s needs (well enough to keep them loyal).
In this post, we define a “Perfect Client” as one that:
- Has been actively looking for the exact service(s) you offer;
- Can afford it, and has the money to buy it;
- Wants to buy it immediately.
What questions will your Ideal Client ask that prove an immediate need for your service?
When we’re talking about your “Perfect” Client, remember that they must not only be actively looking for what you offer, but should also want to acquire it immediately.
With this in mind, brainstorm 3 to 5 questions or problems they’d type into a search engine/Google, which you can “answer” or “resolve” with your service:
- “How to get the most money in a divorce”
- “Should I let my wife’s lawyer divide our assets?”
- “How to keep husband from getting more than 50% in our divorce”
Come up with questions that are specific to the exact problem(s) your Perfect Client has, which your service can solve.
What thoughts go through your Ideal Client’s mind RIGHT before deciding to hire OR contact you?
Basically, what is the conversation they’re having with themselves when they’re convincing themselves to sign on the dotted line?
Ex, before hiring you, they might say:
“I can’t complete this process alone. Langston seems like I can trust him. He’s been really attentive and compassionate with what I’m going through, and doesn’t just seem like he’s out for money. He offers a range of services that specifically relate to helping me live the same after my divorce, and to making it as stress-free as possible. I’m not locked into anything anyway, so there’s no risk to give it a shot. I can’t wait for this process to be over!”
And what conversation are they having with themselves before they decide to contact you? It wouldn’t be as much to mull over.
Understanding these answers helps you focus your attention.
By focusing on your perfect client’s specific thought process, we can be sure you’re customizing your services directly to them… as opposed to trying to cater to “any human who might be loosely thinking about the possibility of using a CDFA,” for instance.
What is your Perfect Client’s ideal yearly household income?
I’ve got some good news. As long as you’ve got the first two answers dead on, this one actually isn’t as important. (People always find the money to buy what we CRAVE.)
However, ideal yearly income it’s still valuable to pinpoint, to make our client targeting efforts easier today, and to make sure all client relationships remain lucrative across the future of our time together.
Income range can depend on a lot of factors, like the region they live in, profession, marital status, number of children, etc. But we’re going to set our intention here, because:
1: If we’re about to build a Perfect Client Profile, we need to know this to determine things like their profession, etc.
2: If we already have a Perfect Client Profile, we can match this number against what’s listed in the Profile, to be sure our range is realistic.
When choosing, consider which you’d like to target:
- Upper Class: 1% of the U.S. (“old money” billionaires)
- New Money: 15% of the U.S. (TV/Hollywood celebrities)
- Middle Class: 34% of U.S. (“white collar”)
- Working Class: 30% of U.S. (“uniformed workers”)
- Poverty & Working Poor: 20% of U.S. (“check to check”)
For more info on these, see, “Social Classes in the United States.”
Important Note: When I served a range of diverse service providers, I found that many newer ones asked this question always tended to choose upper class or new money. (Actually, most respondents chose the entire income range.)
While we may like to have Oprah or Bill Gates as a client, we must ask… is this realistic at our business’s current stage with its existing resources? Would they be our most likely audience? (Are we even currently on their radar? Meaning, do we operate in their circles, or can we gain [easy] access?)
As a good rule of thumb, it’s most practical and achievable to target a group one level above the networks we currently frequent. Then, once we gain a solid foothold in each new network, we reach up again.
Also, note that our lowest-income families (“working poor”) still spend up to 40% of income on things classified as “luxuries,” much like the other financial classes. Depending on our goals and services we offer, it may not be wise to disregard this group from our targeting, solely based on income category.
Remember, to be able to classify them as such, your truly “perfect” client:
- is actively looking for the service(s) you currently offer;
- can afford your services, and has the money to buy them;
- wants to buy them immediately.
We can always target clients outside this criteria, but… later.
Why not focus your marketing and attention on the exact group ready to buy from you TODAY, to build up a good book of business on THIS group before deciding to spend excess time, effort, and money on a non-ideal client?