Why Are You Working Against Your Ideal Customer?

One of my colleagues, Mark Hunter, wrote a great blog about “You Can’t Turn a Wal-Mart Shopper into a Nordstrom Customer.” What Hunter is really talking about is knowing your ideal customer.  Not having that knowledge has salespeople along with SMBs working a whole heck of a lot harder and with far less money in the bank.


Credit www.picjumbo.com

The problem for all this wasted sales and marketing activity returns to the lack of planning.  During the last 18 years, I can attest well over 90% of SMBs and sales professionals have not engaged in strategic planning nor have written action plans for marketing and for sales.  The only plan is some dollar figure they want to achieve or a certain level of cash flow.

For some SMBs their ideal customers remain the same while for others they change, they evolve. Right now my ideal customer is an executive, SMB owner or sales professional who is forward thinking and experiencing rapid growth.

This ideal customer profile emerged from my strategic plan where I invested time and continue to invest time.  By investing the time to construct my ideal customer profile I gain greater clarity where to prospect and when to recognize a poor fit.

Download this FREE Ideal-Customer-Profile-Template

The other aspect within Hunter’s blog posting goes to value creation.  Sales people cannot create value if the customer is a Wal-Mart shopper and they are selling upper end products.  The reverse is also true.  Those who buy branded items like a “Polo” shirt probably will not buy a generic shirt.

Value is unique to each buyer. 

I realize this statement could be construed as hearsay and is contrary to many of the sales experts and marketing experts, but then I never considered myself to be an expect.

What I know to be true and what Hunter also knows to be true is salespeople including SMB owners must have clarity as to who are their buyers.  Without this knowledge, there are a lot of Captain Wing Its out there spraying their actions all over the place then praying something will stick as well as far too many sales people using an elephant gun to kill a fly (increase sales).

P.S. Check out Triage Business Action Planning (my answer to strategic planning for SMBs or sales professionals) and receive one hour of executive coaching via the telephone at no charge to you.

* * * * *

Leanne Hoagland-Smith is THE People and Process Problem Solver. She supports forward thinking leaders in bridging the gaps between the two problems restricting strategic business growth – people and processes. Leanne can be reached at 219.508.2859 central time USA.  Follow her on Twitter or check out her profile on LinkedIn.

Share on Facebook

Leave a Reply

CommentLuv badge

This blog is kept spam free by WP-SpamFree.

RSS Subscribe!
Coaching Tip
People buy from people they know and trust.
What’s Happening?

Check out this podcast on value creation between David Brock and Leanne Hoagland-Smith

Listen to Leanne Hoagland-Smith at Sales Scenario podcasts

Another list of top sales bloggers

Pre-order this great book How to Get a Meeting with Anyone. You may recognize a familiar name.

Top 100 Most Innovative Sales Bloggers Honored this blog is included in this impressive list.

Best Sales Blogger Award for 2014 Third place awarded to Leanne Hoagland-Smith.

NWI SBDC awarded Small Business Journalist of 2014 to Leanne Hoagland-Smith. Awards.

Expand Your Business Horizons
Sign up to receive monthly newsletter devoted to small businesses and busy sales professionals Beyond the Black
Be the Red Jacket
Seeking an easy and practical book on marketing, selling and sales? Read the reviews at Amazon and then order your hard copy or eBook.
Sustainability Expert
The Institute for Sustainability
Ezine Expert
Blogroll – Leadership, OD
Contact Coach Lee

Leanne Hoagland-Smith
219.759.5601 Main Office CDT
219.508.2859 Mobile CDT

Office located near Chicago, IL

www.processspecialist.com Main Website

Sales Corner

Tracking by The Sales Corner
Blog Rankings
Business Blogs - Blog Rankings
Blog Top Sites
RSS Search
Blog Log