Without this information, I can’t help you. No one can.

August 16, 2010  |   Posted in Blog, business networking, productivity   |   View Comments  

Lately, most of my prospects are needing help with this – figuring out who is their ideal client… I mean REALLY figuring it out. Why? Because… how can you market to them, or get referred to them, or even identify them when they are right in front of you, if you don’t know who they really are?

Many are going to events and having business meetings yet struggling with making solid connections or referrals because they can’t articulate this.. This is the foundation of successful referral partnerships. How can you establish mutually beneficial relationships with strategic alliances if neither of you knows how to help each other?

I found a great list of questions for determining who is your ideal client. (For the entire list by Bonnie Jo Davis with David Virtual Assistance, click here)

Four of those questions are:

Is his or her business located in their home?

What problems does this person have?

Where can you find him or her?

Does this person belong to any organization such as a trade association or volunteer group?

I’m noticing people are going to events where their competitors are… but they are NOT going to where their prospects are. And they think they don’t want to work with their competitors, because they don’t know how to truly leverage that relationship, and then wonder why aren’t they getting referrals or making money from the events they are attending… Here lies part of the problem.

Based on simply the 4 questions above, you should already be having some big AH-HA moments…

Case study:

• Let’s take someone who sells toner.
• They are probably going to events where they figure they should attend with other professionals such as Chamber functions or structured, general networking events.
• However, in those circles, they are bound to run into others who sell similar services (or know someone who does.)

I would then work with this person to figure these things out:

• Where can they go where they will meet less competitors?
• Where can they  meet people with the problems their clients have?

I’d suggest less mainstream events or or smaller events, such as town hall meetings, niche happy hours or targeted trade associations gatherings… You need to research to make sure that the people you are looking to meet will most likely be at this event. The idea is to maximize your networking efforts, not waste time.

On top of that, Mr./Ms. Toner could also think of what other people WORK with their prospect. Who can they form a  strategic alliance or referral partnerships with others who target that same demographic…

• In this case, accountants or bookkeepers would be a great alliance.
• They can also reach out to individuals who sell to schools, office managers or even government entities who already have relationships with the decision makers.
• I would also suggest they connect with people who help businesses cut overhead and reduce debt because they are probably scrutinizing every expense they have.. .

These are just some examples to get you thinking bigger… There are so many opportunities but if you don’t know how to let others know how they can help you or refer you to a good prospect or introduce you to a strategic alliance, how can they help you when you are unsure of how to help yourself?

Based on the four questions above, can YOU answer them? Share the answers in the comments below. You never know who may be reading the comments section and make a good introduction for you!