#1. You may know some of the goals and values that are important to your ideal clients, but do you know which of these are relevant to your products/services?
#2. You’ll have thought many times about where your client avatar hangs out, but what are the niche conferences, books, blogs etc. that ONLY your ideal customer is attracted to? For example, if you’re in the golf products market -you wouldn’t want to assign Tiger Woods as a guru. Tiger is someone golfers are familiar with… however, so is everyone else! Instead, choose a more niche golfer like Justin Rose because the average non-golfer won’t know who he is—but your customer avatar will.
#3. It’s likely you know the usual demographics such as job title, gender, age etc. but have you ever pretended you’re sitting across the table from them and written down the words you would say to them in a normal conversation? If you don’t truly bring them to life, they’ll simply remain as a list of facts.
#4. You may well know some of the struggles your ideal clients have, but have you listed out their pain points they’re experiencing every day, and linked it up to how you help solve them?
#5. Many businesses obsess with why someone would buy from them, but few think about reasons why their ideal customer might choose NOT to buy their products, so neglect to address any objections in their marketing.
I’ve saved the two biggest mistakes for last:
#6. Most businesses stop at a single customer avatar. Your business almost certainly has more than one ideal buyer, so you need to build multiple avatars representing the different segments of your market.
#7. This is a process that your entire business needs to be involved in – think about how much knowledge your customer service team has about your clients as they interact day in, day out. Everyone and everything needs to be able to speak directly to your various avatars – it’s not just a one-off exercise that stays in a notebook.
You may have the best product or service in the world, but if you’re trying to sell it into the wrong person, then you’re never going to hit your numbers.
PS here’s what a few business owners thought of our recent training:
“The training that Martin provided is simply extremely relevant to our business’s needs right now!” – Rebecca
“You guys always make things practical and implementable.” – David
PPS if you’re interested in growing your sales and expanding your brand, using proven systems and best-in class training, ping me an email at firstname.lastname@example.org.
Investor | Business Mentor at Advocate | Author of I don’t work Fridays