Don't sell to everyone, take time to fine-tune your audience and make more sales

Do not be one of those business owners who attempts to sell their business to anyone!

It’s essential that you have clarity on your ideal client before beginning a sales process. If you lack the vision of the type of person or business you want to work with, the sales process will fail.

To begin with, think who you WANT to work with. Yes, you have a choice! This might be based on past experiences or your gut feeling potentially both might play a role!

The Process to Define your Ideal Client Use this step-by-step process to define your ideal client. 

Consider carefully and then jot down the answers to these questions:

• Who is your current favourite client, and why do you love working with them?
• What do you enjoy about your relationship?
• Why are they easy and enjoyable to work with?
• Why do they buy from you?

 Now describe them:

• How old are they?
• What gender are they?
• Do they have children? 
• What do they do for a living?
• Where do they live?
• Where do they shop?
• What do they read?
• What is their income bracket?
• What problems do they have that your business could solve?
• What solutions will make their life easier?

You can also come up with additional questions more relevant to your business to add to the list. These questions are a starting point for you to delve into.

Once you have worked through these questions, your ideal client will begin to appear.

Then you will have a client profile. This will enable you to ‘speak’ to that client in your marketing and create your sales messaging accordingly.

You can then visualise them when you’re preparing your sales calls. 

This will help you pre-empt their objections and prepare your responses according to them. This process is easier because you have mapped out the type of people they are and the issues they need help with.

What happens if you do not identify your ideal client?

Essentially if you do not clarify your ideal client, you will finish up working with the wrong client! In addition, unclear, messy messaging attracts people who do not want the product or service you are  offering.

It’s a harder sell if it’s your business doesn’t match their needs. It’s less satisfying. It’s less enjoyable. Delivery of your sales process will feel forced. 

We are allowed to enjoy our businesses. I’m a great believer in this. The relationships we make in business will lead to growth and development. So, we don’t have the time to deal with clients who are not aligned with what our business can offer them.

This all ties into the work I do with my clients. It is the diving board from which we leap. So you need to know what you sell and who it’s for, then I’ll give you the tools to make your conversations convert.

An example of my ideal client.

When I did this exercise myself, I admit I wasn’t convinced, as my first business was a travel agency.

And everybody needs a holiday-don’t they?!! So when I launched my travel business in 2018, I felt

everyone would be a potential client. However, in my heart, I knew I didn’t want to sell any holiday to anybody.

I knew I wanted to work closely with clients looking for authentic, immersive travel. Not a cheap ‘deal’. My travel experience has always been authentic, considered; deluxe travel is where my true expertise lies. I did not want quantity, high volume, and no relationship-based business. My focus was on quality, taking more time with fewer clients. People I could build relationships with, who I knew I would offer them the best they could afford, not the cheapest available. 

My clients, therefore, were reasonably affluent, and adventurous! 

They share my joy of true exploration. When I suggest a bullet train across Japan, a safari, a hike to Machu Picchu or train to the Arctic Circle, they are all ears. Of course, I also arrange beach holidays and more traditional trips, but the clients I attract are keen to see what they can do beyond the usual. They are not afraid of the unknown and are eager to see, and experience places not on the tourist trail.

I went through the same process for The Elevate Circle.

I love working with driven entrepreneurs who enjoy learning and are a. Based on attitude, they know they have potential but need help to realise this. For example, my clients are aged 30-55, have a business, and are looking to grow. In my case, it doesn’t matter where they live as I work online.

I solve the issue of being comfortable with selling and help entrepreneurs with a sale strategy. I get the most joy from seeing my clients’ making strides in their business. These may be small steps, to begin with, but the ambition is there.

So who is your ideal client? Have you got this nailed?