Who is Your Client?

SeagroveI’m amazed at how many people, when you ask this question, haven’t a clue what to answer back. I do get all kinds of answers back like “everybody” or the classic answer, “rich people.” I have to laugh at the latter one. With the average consumer dominating the buying market, how could anyone come back with an answer like that?
I have been around a lot of coaching or sales training companies and I have to say, all of them want you to identify your ideal client. The more you break down your list, the quicker you will find these future clients. I’m in the cabinet industry and I learned many years ago who our quintessential client was. I broke down four different types of clients because of our contractor and retail client base that we focus on. It was a very detailed description of each of the clients we served. Then one day I was asked by a big ad executive that was working with Channel 5 to break it down in one sentence. My reply: the client that needs our help to purchase and create their space in their home or office. Simple but to the point.
I know you must be thinking that everybody who walks in should be someone who needs our help. Not true because in the construction retail world, there are do-it-yourself clients and there are clients that can’t do-it-yourself. I had one client say that her husband has trouble changing a light bulb. That’s OK I said, not everyone can or likes doing that but I’m sure your husband is a real good doctor though. We all have our skills and the funny thing about it, that doctor told me he wished he could do what I do and I told him that I had always wanted to be a doctor when I was younger. These words coming from the top heart surgeon in the Boston area.
When it comes to identifying that client that best fits your product, take the time to break it down in parts that makes sense and help you attract more of them. Even though most people hate to do this, I found it fun, exciting, and eye-opening. Once I completed it, I recognized my clients as soon as I set eyes on them and asked them a few questions. As a salesperson, time is your most valued asset so the more you identify this, the less time you will waste on someone who doesn’t fit your product or service. I learned years ago that not everyone that walks into our showroom is my client. That’s OK because I don’t want to waste there time either and at the same time, I can direct them to someone or someplace that is better to suit them and their needs. I have to say, many those clients that I helped that way have referred many of their friends or family members who need the help that we offer. Like I say often, I don’t sell cabinetry; they only come with my service! Dream First, my friends, and the buying process becomes much easier!
Bon Appetit!

Tim Holick


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