Know Your Customers Above All Else
Growing your business is a simple process — it just takes a long time to master.
Everyone knows (or should know) this process.
- Find someone interested in what I’m selling
- Get them interested in buying it from me
- Build a relationship with my prospects to get them to know me, like me and trust me
- Convince them to buy what I’m selling
This is the commonly referred to the process of developing leads, or “your list.”
When you first start building leads, the first and most important thing you need to do is to identify your buyer persona. This is what will allow you to find your “cold leads”, which are the first point of contact for your marketing.
This is one of the biggest points of failure for new sales professionals.
If you’ve been in direct sales (like insurance, real estate, or online sales) and been successful, you’ve learned — and mastered — this process.
What Is A “Cold Lead”?
A cold lead is someone who has never heard from you before but who you have discovered some way to contact. This could be an email address you’ve bought, or someone who has just now landed on your website and provided contact information.
What makes them a lead at all, is the fact that they fit your demographic. And, this is where most salespeople fail. A lead is not just another warm body. They must fit in what I call your “sales profile.” If they don’t, you might have an extremely difficult time squeezing blood out of that turnip.
A lead is the kind of person that is likely to want to buy your product and fit precisely within your target demographic. Here is where you must to the majority of your work if you plan on “building a list.”
You must know who it is that buys from your business. What age are they? Are they single, married, divorced? Do they have children or not? Are they male or female? What other interests do they have? Why do they need your product/service? How will they use your product/service?
There are plenty of other questions you need to ask to find your Customer Profile.
Discovering Your Customer Profile to Grow Your List
If you can find the right kind of person, you stand a much better chance of converting them from a cold lead to a warm lead and of getting them to give you permission to contact them.
But you can’t know if someone fits into your target demographic until you know precisely what that target demographic is. And this is where your “customer profile” comes into play.
What is a Customer Profile?
Essentially, a customer profile is a description of the kind of person who precisely matches your target customer. Back when I was the Show Notes Guy, I failed miserably at this. I just wanted some customers! I didn’t care if they could pay me.
I should have, though! Because I just took on any podcaster as a customer, I ended up having to “fire” some of my clients. They couldn’t pay me the cheap price I was charging. And, to be honest, I wasn’t charging enough for me to survive. Which was another problem I would have discovered if I had done the work and created a real Customer Profile for my business.
Russell Brunson describes it as defining your “Dream 100.” I found this video to help explain it to you.
Your dream customers typically are in a common age and gender. They also usually share a similar income range and have hobbies/interests or a career that aligns with what you’re selling.
This is then what will allow you to target your ads and other marketing efforts to acquire those new cold leads that keeps your business in business.
You do this with PPC (pay-per-click) advertising, or by advertising in the right social media groups.
Your Personal Profile goes further than this though, and actually means that you are literally profiling your leads as though they were a real person. You need to think about their interests, their hobbies and even their dreams.
The more you know about your customers, the better you can find more prospects who are just like them.
Once you know what the dream of your persona is, you can then start marketing to them much easier and more effectively by thinking about your value proposition.
- How are you going to make life better for that person?
- What problems that they deal with regularly are you going to solve for them?
Your customer profile will also tell you where you can find your customers.
What other interests do they have for instance? Perhaps they are also likely to enjoy cooking? In which case, what other opportunities does this open up?
Knowing your customer profile will even help you to create online content that are much more engaging because they speak directly to the kind of reader who is likely to be looking at them!
Would you like help developing your Customer Profile so you can get more hot prospects faster? Be looking for more articles in our “Know Your Customer” category.