“Once again I heard someone asked to define their ideal
client.” I said.

“So, you bit your tongue and did not get involved in the
marketing conversation ,” said Gail.

“Not quite,” said Kate. “I was there and once I got over the
embarrassment I was proud of him.

Here are the questions he asked the new business owner:

1. Male or female?
2. Age—Under18, 18 to 24, 25 to 34, 35 to 44, 45 to 54, 55 to 64, 65 to 74, 75 Plus
3. Income—Annual
4. Disposable income
5. Education Degree(s) Other
6. Profession/What they do for a living
7. Where they live
8. Own or rent
9. Transportation If car, what kind if other, what
10. White Collar or Blue Collar
11. Employed by self, government or company
12. Size of employer (Number of employees)
13. Employer annual sales
14. Employer industry
15. Ethnicity

And that was just the demographic stuff.

He went on to the psychographic stuff that really makes it possible to go find prospects:

Where do they fall on a scale from conservative to liberal when it comes to:

• Financial matters
• Religion
• Politics
• Education
• And how does that play out in terms of their purchases and actions?

1. What groups do they belong to?
2. Who do they turn to for advice?
3. Is there a group of those kinds of folks?
4. What do they think, feel and believe about you and your product or service?
5. What single problem you can help them solve that has made people like them buy from you in the past.
6. What other problems (Two) do people mention that have worked with you in the past?
7. Even when they admit they could use your product or service, what do they say is the reason to defer?
8. If your best client, the one most like the kind you want were to describe you, what would they say?
9. What would you want them to say?
10. Have you looked at who is actually buying versus who you want to buy?
    

Are there other questions you could ask? Sure. But you have to admit those answers will give you a very clear picture.”

Jerry and the crew will return
next week. The topic will be marketing as usual. What question is on your mind?

Jerry Fletcher is a Marketing Rainmaker specializing in New Businesses, New Products and New Services. He is an expert at building professional practices, consulting and coaching businesses particularly as they productize their offerings. www.JerryFletcher.com

Jerry speaks professionally on three continents about Trust-based Marketing and how to use Networking and Contact Relationship Magic to build businesses, careers and lives of joy. Learn more at www.NetworkingNinja.com

Copyright 2012, Z-axis Marketing,Inc. All rights reserved.