"Ideal client" is a common term that can be rather useless in identifying the best companies for your book of business. That description typically starts with the number of employees, and while important, it's not the only factor to consider.
Just because the numbers are there doesn't mean either of you want to work together. And I will argue all day long that having a
Having a clear vision of your brand and audience is foundational for prospecting and guiding your marketing activities. The better you know the target audience you are working to attract, the better you can target your message and services, and the more helpful and valuable you can be as an
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Define your ideal audience
Starting with a few demographics is a fine starting point — just don't stop there. You might know the size of business, have a targeted area in which they're located, and have identified an industry or two they're in. But you should identify a lot more. Knowing the behavioral characteristics and values of your ideal organization will help fill in the picture. The more specific you are, and the better the visual you can create, the more readily you will be able to identify those businesses when you see them.
With a complete description, you'll be more prepared to describe your ideal client to others, such as your centers of influence. Unless you're really specific with the type of businesses you want to work with, referral sources are likely to pass along any business they find, regardless of size or applicable fit for your agency. Help them help you.
Think through this list and take notes on each item. Ask others for input. Engage your team in the process since they likely spend more time with the clients than you do, and they are guaranteed to have some opinions on this topic. The better your team likes your clients, the more engaged they will be with them. Take their input to heart.
Here's a handy checklist to consider:
- Size of business; industry; location
- Positions of those with whom you want to work (CEO, CFO, HR, etc.)
- Business structure, type of organization (corporation, family owned, etc.)
- Financial and industry stability of business
- Attitude toward employees, training, engagement, growth, etc.
- Reason for and attitude toward offering
benefits - Approach toward their working relationship with advisers/vendors
- How they determine success as an organization
- Their participation in the community
Describe your ideal audience
Now take those ideas you've outlined and put them into a description that you can write up and use as you talk to your referral sources — and as a persona when creating marketing programs. Here are a couple of examples for how you can expand into a story-telling description that will resonate with others.
For example, if you're focused on single owner-operator companies, get personal with the description:
Joe owns a successful manufacturing business that made it through the pandemic by being efficient with his people and processes. He's now ready to start growing from 25 employees, ideally reaching about 50 to 75. He wants to stay efficient and wisely looks to his advisers to help him grow and keep him on track. He knows the power of delegation and uses it well. He also knows the value of relationships and builds strong, lasting connections with partners, employees and the community. He's quick to tell someone they're doing a good job and likes to take care of his employees, but he's a wise spender.
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Or, perhaps you enjoy working with companies that have a larger management team with more voices offering input:
I really enjoy working with private, family-owned businesses that allow me access to the owners. The ones I work best with have a CFO who helps manage the business and is my day-to-day contact. S/He has an outside perspective on the company, and together, we're able to make quality decisions in the best interest of the business. We help the owners take care of their employees in the way they want, while they continue perpetuating the business. The companies where we can make the greatest impact typically have 50 to 150 employees.
Take the time to reflect on what makes a great client for your team. It will be different and nuanced from everyone else. If it's not, you haven't thought deeply enough about it. When you define it, believe it, and live it, you and your team will be more satisfied in your work.
