How to Describe Your Ideal Customer So Others Can Find Them for You

Ask most business owners who their ideal customer is and you will hear something like "anyone who needs what I do." It is an honest answer, but it does not help anyone send you business. Referral partners are not inside your head. They need a clear picture of the person you want to meet so they can recognize that person when they show up.

Here is how to describe your ideal customer in a way that makes it easy for others to find them for you.

Start with your best past clients

Before you can describe your ideal customer, figure out who that actually is. Look back at the last year or two and ask:

• Which clients were the most enjoyable to work with?
• Which jobs were the most profitable for the time involved?
• Which customers came back or sent others your way?
• What did those people have in common?

Patterns usually show up quickly. Maybe your best clients are homeowners in older neighborhoods, small businesses with 5 to 20 employees, or families going through a specific life change.

Describe a person, not a category

"Small businesses" is a category. "A restaurant owner who just opened a second location and is still doing payroll on a spreadsheet" is a person. The second description gives your listener something to picture, and that picture is what triggers a memory of someone they know.

Helpful details include:

• Life or business stage. Just moved, just hired, just retired, just expanded.
• Location. A specific city, neighborhood or type of property.
• A problem they are feeling. High bills, missed deadlines, a roof that leaked during the last storm.
• Something they might say out loud. "I keep meaning to deal with that" is a great clue.

Give people a trigger to listen for

The most useful thing you can give a referral partner is a phrase or situation that should make them think of you. For example:

• An HVAC company might say, "If someone complains that one room is always hotter than the rest of the house, think of me."
• An accountant might say, "If a business owner mentions they are behind on their books, that is my cue."
• A real estate agent might say, "If someone says their house feels too big now that the kids have moved out, I would love to talk with them."

Triggers work because people hear these comments all the time. They just need to know what to do with them.

Name who already talks to your customers

Sometimes the best way to find your ideal client is through another professional who already serves them. If you help new homeowners, mortgage lenders and real estate agents meet those people every week. If you help small business owners, accountants and bankers do too. Telling your network which professionals you want to meet can open a steady stream of introductions.

Keep it short enough to repeat

Your description should be easy for someone else to say in one breath. A simple template:

"I am looking for [type of person] who [situation or problem]. If you hear someone say [trigger phrase], please connect us."

Try it out loud. If it takes more than about 15 seconds, trim it.

Update it as your business changes

Your ideal customer can shift with the seasons, with new services or as you grow. In the West Valley, summer might be the time to focus on one type of client, while fall brings a different need. Revisit your description every few months so your referral partners always have the current picture.

Test it with someone you trust

Read your description to a friend or fellow business owner and ask them who comes to mind. If they name a real person right away, you are on the right track. If they draw a blank, add more detail.

Want practice describing your ideal customer to a room full of referral partners? BNI A1 Networkers meets every Thursday at 7:00 AM in Peoria. Plan your visit.