Who are Your Perfect Customers and Clients?

How many times have you heard the statement, the customer is always right? I disagree with this idea. I believe that the “perfect customer “ is always right.

Who is your perfect customer? It may be a client depending on the type of business you have. The definition of a customer is someone who purchases a commodity or service. A client is a person who engages the professional advice or services of another. Some of you, I realize, have both clients and customers, where others of you have either clients or customers.

 Who is your PCC, your perfect client or customer? What is the avatar? How old are they? Are they male, female, maybe you serve both. What's their income level? What are their political and social beliefs? Would you invite them into your home? Would you spend personal time with them? Would you go on vacation with them? Some people I know they've actually gone on vacation with their clients and customers.

 It's important that you look at the profile of your PCC's because this is who you're going to target. There's a rifle approach and there's a shotgun approach. The shotgun approach is where you target everybody and anybody to provide your product or service. The rifle approach targets your exact PCC. 

It's really important that you use the rifle approach. You're going to find that number one, your conversion rates go up dramatically. But just as importantly, you're going to find that you enjoy doing business a lot more on a day-to-day basis. You like going to work. You like spending time with these clients and customers. Business is much more enjoyable.

Have you ever had that client that you never wanted to do business with again? What was the makeup of that client? What were the things that really drove you crazy or made you decide that you didn't want to do business with that type of person again?

You want to repel clients that you don't want to do business with. How do you do this? You do this in how you market yourself. You set your marketing and advertising up to drive this particular type of client or customer away.

One of the things that you want to do is weed out those non-perfect customers and clients. Take a hard look at who you're doing business with today and determine the ones that you don't enjoy doing business with. What I'd recommend is that you professionally terminate your relationship with them.

You want to replace them with PCCs. You don't want to do this in all one fell swoop because you want to keep your income up right? I understand. But what you want to do is gradually reduce these clients and customers.

I'll tell you one of my situations. This situation occurred back when my oldest daughter was four years old. I kept getting telephone calls on weekends and evenings from one particular client. Most of these calls were unnecessary. In fact, probably 99% of them could have waited till the next day or could have been an email message or a text message to let me know what was needed. I just remember my daughter one time after the telephone rang saying, "Oh, that must be Jody." It wasn’t, but the picture became very clear. Jody was a non-perfect client.

I knew that something had to be done at that point in time. I had conversations with this person previously, to set expectations of what's important and what's not important and the best way to communicate so we could have a better relationship. Well, this person kept ignoring those expectations, so I knew something had to be done. What I did was I professionally fired this particular client. It was a difficult conversation. I explained to him that there's probably somebody else out there that would be a better fit for him and would be more welcome to his needs. I recommended a couple of my competitors to him.

I have found clients will send you other clients or customers like themselves. That's another reason to do business with PCCs, they're going to refer you clients and customers like themselves.

The next step is to list all the qualities and characteristics of what makes up your perfect client or customer. Next, you want to target your social media to your PCC. You want to target any ads that you do to market to your PCC's. The goal is to attract your perfect customer or client and you want to repel the ones that aren't your perfect customers or clients.

Be Great!

Coach Jeff Garrett

 I am an executive business coach helping high performing professionals scale their business, work fewer hours (with better results) and tap into 30+ years of financial services wisdom earned from my time in the trenches. Schedule a call with me today for a free 30-minute strategy call. On this call we will put a strategy together to help you stand out from the crowd. Email me at [email protected] or message me.