Step 6 Define Your Customer

Updated: Feb 27, 2019

Don't get too excited you are not ready to launch your products and services just yet. One of the most important elements of a marketing plan is the development of an ideal target customer profile. Effectively understand who makes an ideal customer allows you to build your entire business, message, product, services, sales and support around attracting and serving this narrowly defined customer group.

You need to develop your target market as specifically as possible if you're going to market your product or service effectively. Think of your quintessential client or customer as a person. Envision him or her in detail. If you can't visualize this person clearly and distinctly, then you need to research your potential customer or client until you can. Until you can define your target market, you won't be able to make the decisions needed to launch your business.

Start by asking yourself these questions

  • Exactly who would want to purchase?

  • What are the target customer lifestyles/attitudes?

  • What do they look like?

  • What are their problems?

  • How do they like to spend their spare time?

  • What are their hobbies?

  • What are their shopping habits?

  • What other products do they buy?

  • Where do they go on vacation?

  • Employed or retired?

  • Who will your business serve?

  • What do you know about them?

  • What is their life like?

  • What do they value?

  • What problems do they face and how are they currently solving those problems?

  • What does your product do for your ideal customer?

  • What problems does your product solve for your customer?

  • What needs of your customer does your product satisfy?

  • How does your product improve your customer's life or work?

  • What is his or her age, education, occupation or business?

  • What is his or her income or financial situation?

  • What is his or her situation today in life or work?

  • Which are the most important to your ideal customer?

  • Why should your customer buy from you rather than from someone else?

  • What has to happen in the life or work of your customer for him to buy your product?

  • What time of year, season, month or week does your customer buy?

  • How does your customer buy your product or service?

  • How has your customer bought similar products or services in the past?

  • What is your customer's buying strategy?

  • How does your customer go about making a buying decision for your product?

  • How would you describe your perfect customer?

  • What prospective customers are the most likely to buy your product or service immediately?

  • What are the most important qualities that your ideal customer would have?

  • How could you find more perfect customers for your product?

  • How could you create new customers for your product?

Once you’ve answered the question with your hypothesis and define everything you can about your ideal target group. This is a great time to start your CRM thinking by building custom profiles that include more information.

The final step is to apply this new ideal customer to other elements of your strategy. The thing is, when you discover your initial ideal client it should impact the thinking about your basic business model and overall business strategy. All great business models are customer focused and now that you have a picture of this customer it’s time to consider how this alters the other aspects of your business. Every entrepreneur should be intensely focused on his or her prospective customers.

The ability to find a customer, sell your product or service to that customer, and satisfy the customer so that he buys from you again should be the central focus of all entrepreneurial activity. The greater clarity you have with regard to your ideal customer, the more focused and effective your marketing efforts will be.

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