If you haven’t prepared one before, we recommend taking an hour to pull together an Ideal Customer Profile for your business. This one-page document will help you make decisions about everything from the services and products you offer to the words you use to talk about them.
This saves you time and money! No more arguing about whether to sponsor an event; if it’s not attended by your ideal customers, it’s not a good investment. This document can also be a handy tool for training new team members.
Here are five things you should consider including in your Ideal Customer Profile.
Pull together the basics first. Is your ideal customer male or female? What age? What income level?
For businesses that sell to other businesses (B2B), consider the size, industry, and location of the company.
You don’t need to include all the demographics, only those that are relevant.
Why are they in the market for your offering in the first place? What is triggering their need or desire?
3. Other products they’re using
Should your service or product work with something else they’re already using? For a software business like ours, for example, we look at the other software our ideal customers use to help us decide if we should build an integration.
Is your ideal customer pregnant? Recently married? Newly retired?
If it’s a business, is it an early-stage business still caught in the throes of survival or an established organization with layers of management?
If you offer a service for consumers, you might think of your customer’s role in the family. For example, is she a primary caregiver?
If you’re selling to businesses, consider the role the company plays in their industry or community. Are they the market leader or a feisty follower? Are they major community benefactors?