Knowing your clients and understanding their needs is easy to say, when you are setting up a business we are often focused on the modalities and skills we need to create your client’s outcomes.
Being an expert in your client is essential to a successful business.
No matter where you conduct your business, you will know it is not about the sale; we must also be experts in connecting with our clients. The age of assumption has long gone, and your audience wants to know, like, and trust whom they are buying.
Client Strategy:
When you know that an essential part of your business strategy is to become an expert in your clients. You know that you are ready to build your business about service and delivering on what your clients want. All of a sudden you will be open to learning what language to use in your marketing; you will know what your clients want to hear. They will become open to hearing what they need and you can help them.
All of us, including your clients, have a story within them that creates their reality. The version of the world that they see and need you to understand it, so they know your service fits into their reality. You need to know what your values and theirs align. You need to understand what life experiences your clients may have had and how that influences their buying decisions.
An example of this can be mums. Getting to know what:
- feelings will they feel if they are asked to spend on a high-end deal?
- impact do these feelings have on them?
- questions will they ask themselves?
- the impact will them working with you have on them and what may work against them to invest their time and money.
Not all mothers are the same what differentiates them and how does this influence their decision.
- Are they are a single mum? alternatively, married?
- How many children do they have?
- What is the age of their children?
- Stay at home/ Working mum?
- What support is available to them?
The list goes on; every answer explains the reality of your audience. This information allows you to align with your values and to be able to connect you with your potential clients. It gives you a unique perspective; unlike other providers, you have shown that you want to meet your client where they are.
Client Essentials:
It is essential to know what differentiates our clients, men or women, age, employed or not. The difference in becoming an expert in your client is asking: What makes their answers mean that your zone of genius can help them, how those answers make them different.
In my business, I work with women over the age of 35+ because we connect with life experiences. These women want honesty they know what truth looks like to them and how important it is. Trust is critical to these women as often this has betrayed in other situations. I offer advice with this always in mind which can mean advising someone that business isn’t always the answer. Although we certainly grow from creating a business it should never be used as a self-development tool or because it sounds romantic to own a business. A business is something to be passionate about, a business the majority of time aligns with our lives; it also needs to have an achievable outcome.
Alerting your clients that you know what they are feeling; by using the language and thoughts they used to describe what they want. Understanding and explaining back to a client their expectations and outcomes. Allows you to do what you do best and serve them in a way that they didn’t know they needed. You developed trust and your client felt that you were the answer.
Understanding your Clients
Target market intelligence is knowing what the triggers are that create the feelings that alert your clients to know they need your service. It is always supporting a client by showing them that you have there back in your copy and language.
We all want to be visible without the overwhelm of having to be everywhere one of the easiest and long-lasting ways to do this is to become an expert in who our clients are.
I often see clients writing copy to themselves or even worse using text that they think will identify them as an expert. The connection doesn’t usually happen unless we express outcomes in a way that our clients can identify. Results that they can see will fit in their current life and make it better. The next step is to understand the triggers that the client feels, which alerts them that they want their desired outcome.
As a client, I buy from people whom I connect with the ones where when I can identify with what they are saying, the way I am feeling.
Get Your Ebook
If you are ready to create connections with your clients but don’t know where to start here is my free 26 – page ebook. It will support you in the process. You will walk away with an understanding of why it is essential to connect; how to be specific in your call out and many pages of questions you can adapt to your business.
