4 Customer Characteristics To Look For When Choosing Which Customers Will Make You The Most Money
A lot of our clients are very focused on their business strategy right now specifically around building out service lines or divisions that have the potential for 6-figure or multimillion dollars sales.
I bring this up because my marketing firm Indispensable Marketing has been around for a while and these conversations and meetings aren’t new to us but here are some of the things we notice over the years:
Almost everyone has a million or billion-dollar idea
But FEW choose a million or billion-dollar market or target audience attributes (ideal prospect)
4 traits to look for when choosing which target audience persona will make you the most money:
1/ Customers with a pain or problem they want solved
People don’t want what you sell — they want a pain or problem they value to be solved. Your marketing message's job is to help ideal prospects understand what they will get, achieve, relieve, dodge, or acquire based on buying what you sell.
2/ Customers with the ability to afford your solution
Let’s face it. A customer isn’t ideal for your business if they can’t or don’t have the ability to afford your service or solution. It doesn’t matter how much they like your buying experience or how much they enjoy you. You can’t build a profitable and thriving business on people who don’t have the money.
3/ Customers that are easy to reach and educate
Reachability has to be a priority when it comes to choosing your target audience characteristics because an audience you can reach is an audience you can educate. An educated prospect is the great equalizer for a small business. Whether you’re reaching out to prospects proactively or they’re discovering your business online, education is the first step in the sales process. It’s how your prospects come to understand what you do, why your work matters, and how you can help them.
4/ Customers that are motivated to take action
Last but not least, you don’t want to be working with people that can afford what it is that you do but are unmotivated to fix that problem. Just because somebody has a spine, just because somebody has electrical in their home or has trees and you’re a chiropractor, electrician, or tree service, doesn’t mean they’re motivated to take care of, fix, or upgrade those. You have to understand who’s motivated to take action, who’s reachable to educate, who has a problem that they want to be solved, and who has the budget.