Wednesday, October 1, 2008

Marketing Plans, Target Clients, and Ideal Clients – part 2

Today I will be investigating how your Ideal Client makes a difference in your marketing plan.

An Ideal Client is your Target Client on Steroids. For instance, I work especially well with financial advisors. My Target Client is an independent male financial advisor aged 30-55 with assets under management from $40M to $200M and can reside in any state since I work via phone.

After interviewing several of my Ideal Clients, I came up with the following profile. My Ideal Client is already successful, but he realizes he could be doing far more than he is doing now. He can easily afford my fees and willingly hires me to help him bring in more assets under management, attract high net worth clients, get more organized, increase his profits and help him take more time off.

He recognizes that while he may be able to do this on his own, if he hires a business partner that doesn’t share in his profits, who pushes him to do more than he would on his own, he is likely to be more accountable and therefore more successful. He’s ready for action, takes FULL responsibility for his success and tells me when I am not pushing him enough. He’s open to new ideas and is willing to do some things that might be viewed as scary by other advisors who are not as successful as he is.

The best part about my financial advisor Ideal Client is that he refers business my way because he is such a big fan (he will refer entrepreneur clients to me, but probably not other financial advisors because he views me as his competitive advantage and doesn’t want other advisors to know he uses a business coach).

Differentiating your Ideal Client from your Target Client helps you create a laser sharp focus of exactly who you want to work with and eliminates those that are not right for you. And it helps you determine where to find your Ideal Client.

So my question for you is “Who is Your Ideal Client?”
Create a profile today of your Ideal Client so you can best figure out where to find them.

Suzanne Muusers
Grow Your Business & Prosper!
Business Coach for Entrepreneurs and Financial Advisors

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