Who Is Your Client?
Who is your client? This is an important question which demands an answer. In fact, it is probably one of the most critical questions one can ask. Who is your typical client? Are they male, female, young or old? Professional, non-professional? What’s their ethnic background, their financial condition, their typical family makeup?
Just asking the questions demonstrates the importance of knowing the answers as how can you possibly communicate or service effectively, satisfy these clients, gain their loyalty (and therefore repeat business) if you do not know who they are? Worse yet, if you do not know who they are and you therefore communicate to who you think they are, you run the extreme risk of not just missing the mark but alienating your solid core of prime clients.
Can you imagine thinking your clients are male when in reality they are female? What a misfire your communications would be – offensive even – if they are male and you are marketing to them as if they were female.
If you want to expand your market and increase your client base, knowing who your client is allows you to make two different effective moves:
- Market more specifically and focus on your current demographic profile, more of the same.
- Or, market specifically to a different demographic profile to suit the needs of another population to expand your business.
Not knowing is like shooting blindly, guessing based on intuition is no different than shooting blindly or with only one eye open. Hitting the target requires you to know what the target is.
The question is simple: who is your current customer? With that information, plot a program to first satisfy their unique requirements and then chart a course to expand, knowing exactly who else you are going after.
