How to Create a Client Profile

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How to Create a Client Profile

Why do I need a Client Profile?

A client profile assists with so many things!  For example it can help design your shop front and promotional material to appeal to your demographic and then it can go on to placing it in front of them in the correct media.

Many startups believe that “everybody” is potentially their client and to a certain extent they are absolutely right, but if you don’t target your audience at all: the message of the service or product you offer will not reach them.

  1. What Problem Do You Solve?
  2. Who would purchase your solution?
  3. Why would they purchase it from you?
  4. Where could they purchase it from?

The “When” is always the toughie, no matter what problem you solve.  If you sell pensions as an example, these are available to people from the age of 18 all the way to an old age as people can move their pension plans around.  If you’re a restaurant or winery there are natural restrictions of course but again it’s a large range.  The “When” is one of the major factors to hone in on and what takes you from “everyone is my customer” to actual people that will purchase what you offer.

Let me return to food and look at a Fish and Chip Shop.  They have a fairly large offering on the menu these days but normally they would only offer a lunch menu through to very late night food.

  1. The Problem: Solving hunger!
  2. Who: People who are hungry
  3. Why: Because that’s what they fancy, you’re the closest shop, within their budget and it suits everyone who is ordering, etc.
  4. Where: Online app, shop front collection or delivery.

The first four are always the easiest to complete.  As the scope of the 5th item is of such a wide area you need to look at your current clients (or predicted ones) and decide a more detailed breakdown of them to reach the crux of the “When” as listed below:

When they buy…

  • It’s because they are low on income and need something filling and appetizing (students)
  • It’s because the location of the shop is easy to get to and has great, free parking
  • It’s because they want to purchase a meal for the whole family in one visit
  • It’s because they don’t have the time to prepare something themselves
  • It’s because they want to snack on something on the way home as a treat
  • It’s because their electricity is out or they are getting their kitchen replaced

All of the above examples are meeting a persons needs and/or requirements and all are as valid as the next.  By placing an ad out there on social media or in the local press, etc it is giving the general public these options and it places the shop at the forefront of their mind when these needs need to be met!

All of these suggestions can be placed with many businesses out there.  Try them against yours and see what you can come up with?

There is a way to further hone this criteria, like understanding your clients salary and way of life and reading material to really target specific bands of people, if you would like some more guidance on this please do not hesitate to contact me!

 

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22 Comments

  1. Christy February 17, 2016 4:06 pm 

    If you don’t know what you’re aiming for how will you ever hit it? The same is true for clients. You need to know your peeps in order to attract them. This is sound advice for anyone who runs a small business or is in sales. Thanks for sharing.

  2. Michelle February 17, 2016 5:42 pm 

    I like the points you make in this and your example. It’s direct and to the point. Love it.

  3. Roslyn Tanner Evans February 17, 2016 6:53 pm 

    We created client profiles or 3 personas that we believe are our niche. It has been great these past 2 years to see how accurate we have been. We do this by analysing our customers. We are on track.

  4. Melanie Boylan February 17, 2016 9:25 pm 

    Great, it’s a model that is useful for every type of business. Great to hear you have a working method! 🙂

  5. Melanie Boylan February 17, 2016 9:29 pm 

    Thanks for popping over Michelle, I appreciate the comments 🙂

  6. Melanie Boylan February 17, 2016 9:31 pm 

    You’re most welcome Christy, I appreciate you taking the time to comment!

  7. Jackie Harder February 17, 2016 10:00 pm 

    I so agree about being targeted in your efforts. If you’re marketing to everyone, you’re marking to no one. You just don’t have the money for a scatter-gun approach.

  8. Kristen Wilson February 17, 2016 11:18 pm 

    This was a great way to look at it.. as we all see the who is your target market thing.. I’m still struggling with mine. I know a little more about my ideal client but my target market is still a little tough. I look at all of my current/past clients and man if they aren’t all over the board, great write up tho!

  9. Melanie Boylan February 18, 2016 12:10 am 

    I know, some markets can be very hard to define as certain products and services can appeal to many people at different stages in their lives. It trial and error at times and formal analytics can only go so far. That’s why it is important to redo your client profiles over time. It helps you the business owner target the right people in the right way, yet if you do it every so often doesn’t exclude people. Let me know if there is anything I can help with. This write up is quite general to appeal to more people and get them thinking! 🙂

    Thanks for taking the time to comment Kristen 🙂

  10. Melanie Boylan February 18, 2016 12:12 am 

    Gosh you’re so right Jackie! You so need to target quickly as it saves time and money in getting your message out to the right people in the right way and format. Love the terminology “scatter-gun”, really paints the picture.

    Thanks for popping over 🙂

  11. Krista Kelly February 18, 2016 1:55 am 

    Great points and insight on how to create a client profile. Its so useful to know who you are looking for and what their needs are.

  12. Brenda Niemeyer February 18, 2016 3:53 am 

    I was having a really hard time with this as I coach students, adults, business owners AND train youth advocates as coaches. So I decided to run a bit of a scary experiment and take my adult and business coaching web page offline and refocus my FB and Twitter profiles to reflect the coach training and student coaching. Too early to tell if this is a good choice or not, but it is certainly easier on me when it comes to creating ads.

  13. Carol Rundle February 18, 2016 3:16 pm 

    There certainly is a lot to think about when targeting one’s specific market. Thanks for breaking it down.

  14. Melanie Boylan February 18, 2016 6:47 pm 

    You’re most welcome Carol – thanks for commenting 🙂

  15. Melanie Boylan February 18, 2016 6:56 pm 

    Some times you need to strip back to basics just to see what is the best way to reach your target market – you can always ad to it. Best of luck with it 🙂 Thanks for popping by!

  16. Melanie Boylan February 18, 2016 6:58 pm 

    Thanks Krista. The real way to gain and keep a client to respond and fix what problem they are having. I really appreciate your comments! 🙂

  17. webly February 19, 2016 5:31 am 

    I think many entrepreneurs fail to determine who they are serving because they want to serve everyone for fear of missing out. That very fear is what keeps them from being successful. You cannot please everyone let alone have a product for everyone.

  18. Melanie Boylan February 19, 2016 10:59 am 

    That is very true Webly, but some of it is due to inexperience. I felt exactly the same way initially as I wasn’t terribly sure where I wanted my business to go and over time I have been honing it and listening to my audience and had a few talks with my competitors too. This has all contributed to where I am now, I think it’s important that all entrepreneurs embrace constructive criticism from all areas. I have to say on a personal level, I have learnt a lot about myself and my business since I have been a part of SSIC. The people in that group have just opened my eyes to such possibilities!

  19. Indira Pierrot February 19, 2016 6:25 pm 

    So true! If you try to talk to everyone you are not talking to anyone.

  20. Suzie Evans February 19, 2016 10:48 pm 

    Thanks for this Melanie.

  21. Melanie Boylan February 20, 2016 8:39 am 

    You’re welcome Suzie, I am so pleased you took the time to come over. I hope you find my blog of interest!

  22. Melanie Boylan February 20, 2016 8:41 am 

    Thanks Indira. It’s so some important to refine your client. 🙂

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