Target Market #1: Psychographic
Welcome to Rev Up Your Business!
Quick note: It’s time to Register for GrowthCLUB, the quarterly 90-day planning workshop! July 22 from 8am-1pm in Burlington. Click here for more information and how to Register!)
This week – and for the next 4 weeks – we’re talking about your TARGET MARKET
So what is our Target Market? Well, it’s the people that we really WANT to have as clients Click here to tweet!
And there’s a few different ways that we can slice that up:
It could be an industry vertical – a particular type of industry that you really enjoy serving.
It could be geographically – how close somebody is, how many locations they have.
Could be the size of the business as well – how many employees or what their revenue might be.
Today what I want to talk to you about is the Psychographic of your business.
Not the Demographic – the technical stuff of where they are – but the Psychographic. That is, what is it you like about your best customers.
Before we get into that, I want you to think about something:
Think of the clients that you look after because you kind of have to: they’re not your favourites… how do you feel when you’re looking after those clients? How would you like to have more of those? [pause] Maybe not. If they’re not your favourite, if you’re not feeling great. You know, if you’re feeling being “put upon” or rushed or that you’re undervalued or under-appreciated. It’s not a lot of fun to service folks like that.
On the other hand, think about your best clients:
The ones you really enjoy. How do you feel when you’re working with those? When the phone rings and you see their number on the call display, what do you think? Is it like “Oh great! It’s so-and-so calling, these guys are awesome, I can’t wait to pick up the phone and talk to them.” Are they like your business friends? What is it about them that you really enjoy?
This is where we want to get really clear!
Because we want to make sure we can attract more and more of those kinds of clients, instead of clients that aren’t the best fit for you.
Things like this:
Maybe they pay on time. That can be really good.
Maybe they’re friendly.
It could be they really value what you do.
They give you information that you need so that you can best serve them.
They might be flexible, and just appreciative of the services that you bring to them.
Take a few minutes
and just jot down a little list of all the best traits of your best clients, and the things that you really enjoy about them, and how you feel about working with them. Click here to tweet!
Because at the end of the day guys,
when you’re running your business, you’re in full control of how you’re going to feel throughout the day, and you want to go home feeling you’ve had a great day. And if you can spend more of your time around more great people and customers, all the better.
So let’s get really clear on who are best people are. Who do we want to attract?
That’s it for this time: the Psychographic of your Client.
Next time, we’re going to be talking about the Demographic, and specifically, how to choose your most Profitable client.
See you next time in Issue 2 of our Series of Target Marketing!