Wouldn’t it be wonderful if every customer out there was the perfect client for your company? Unfortunately, this isn’t the case. And with the market getting bigger all the time, knowing who the perfect customer is, only gets harder.
The success of your company depends on your customers and how well you understand them. Say you are the CEO of a company that sells car accessories. You know full-well the cycling community won’t be your key demographic. So, how do you know how your ideal client base is?
To manage a successful ecommerce business, the client base needs to get narrowed down. This is a place where many start-ups fail. But getting to know the right clients makes it better for you and the customer.
Here are five easy steps to identify your ideal client base and make your company a roaring success.
Assess Your Current Client Base
If there are people you already like working with, it makes the job of finding those you ‘click’ with so much easier. If you have difficult clients or people that don't add to sales, it’s okay to not include them in your next email.
Welcome emails can be saved for new clients. Yet, for those that you know are at the heart of your brand, you can send specialist emails to bring you even closer. To do this, consider the demographic, location, and income of your current audience. If they fit with your brand, build a bond with these people.
Identify Their Goals and Fears
Knowing what your ideal client wants will make it easier for you to know what to provide. That means you can tailor things to suit them. This creates a stronger relationship between you both. It’s also an excellent chance to send them focused content and narrow down your target audience.
Using an order management software will help you figure out which content to send to which client. On the other hand, consider the challenges your clients face and use your company to “fill the gap.”
For example, say you run a cake shop and your target audience is struggling to find gluten-free cakes. This is your chance to get out that rice flour and fill the gap in the market. If you are the only company around that sells gluten-free cakes, you will soon be a very popular place.
Home in on Their Habits
Where are you most likely to find your clients hanging out and what will they be looking at? Are they more of a LinkedIn browser or a Facebook socialite? Do they interact with adverts and do they use a computer or a phone to do all this?
If you can figure out your audience's active habits, you will know the best place to interact with them. Doing this helps to build on both online and offline communication with clients.
Find Out Their Buying Patterns
We all shop differently. Some people will make last-minute purchases. Others will take their time exploring different options. Knowing the purchasing habits of your clients will make you more prepared when it comes to making a sale.
For example, if you have somebody who buys things on a whim, you will need a website with ‘buy now’ options beside products. Whilst if your client likes to take their time, you may need to research how omnichannel marketing techniques will help convince them.
Understanding buying habits will assist you on the back end, too. You will be able to invest in the right retail erp. Meaning you can make better inventory decisions connected to your customers’ buying choices.
Adapt to Change
We live in a world where things change much quicker than they used to. What could be at the height of ideas one week, can be in the bin the next. As a successful person, you need to keep up with change. Because chances are, as things evolve, your clients’ wants and needs will evolve too.
Therefore, you need to be there to answer the call of your client. Or they will just go to a company that has adapted to their demands. You need to be ready to deal with any new problems that might occur over time. Even if it’s subconscious, the customer will appreciate this more than you may realize.
Identifying your ideal client base will help bring you closer to the customers you want. You could be considering the demographic most suited to you. Or you may need to change with the times. Whatever you do, building a niche client base will make sure you aren’t wasting your time selling the wrong things to the wrong people.
Ultimately, doing this will bring you a higher income, give you a better reputation, and generate a stronger, more loyal client base
Nick Shaw is the Chief Revenue Officer (CRO) of Brightpearl, a leading provider of inventory, warehouse and omnichannel retail software. He is responsible for Global Marketing, Sales and Alliances for the leading retail inventory management software provider. Nick has written for sites such as GetFeedback and Business2Community. Here is Nick Shaw’s LinkedIn.