Can you describe your ideal customer? What are their needs and their wants? How do the needs and wants of your ideal clients compare to the needs and wants of the prospects you have been pursuing?

An excellent model for the development of a relationship with your ideal customer is to follow the process used by those avidly involved in the sport of fly-fishing. The two �sports� are actually very closely related. An avid fly-fisherman (or woman) knows everything there is to know about how to attract lots of prize-winning fish: the best time to find them � not just the right season, but the best month, day, and even hour, to be right where the prize-winners will absolutely be. They know the ideal temperature (air and water), humidity, cloudy or sunny, of their preferred fish; they know, with exactness and detail, what their fish want to eat, when they want to eat, and how they want their food served - in the air, on the water�s surface, or under the water (and at what depth). I could go on about the line weight and color, and a myriad of other elements� you get the point!

Can you translate the process used by fly-fishermen/women to attract their �prize catch� to the steps required to successfully attract your �prize� (ideal) customer?

Here are some questions to help identify your ideal client from among your target prospects:

• What do they do? What are their needs?

• What industry are they in?

• What markets do they serve?

• Where do they buy? Sell? Mfg?

• Who do they compete with? How are they doing compared to their competitors?

• What is the current state of their market? Industry?

• Have they purchased your type of products/services in the past?

• What benefits would they receive by having your products/services? What are the risks?

• What are the risks associated with purchasing your products/services?

Coach�s Tip: For a [no cost] copy of �30 Ways To Identify Your Ideal Customer,� send an E-mail to [email protected] with �Ideal Customer� in the subject line.

Now, answer the following questions about your products and/or services relative to the answers above: 

• Does your product/service fill your prospect�s needs? How?

• How does your solution compare to alternate solutions available to them?

• How does your solution compare to their not taking any action?

• Does your product/service provide a strong positive return on their investment?

• Do they recognize they need your products/services?

• Can you help them recognize they need your products/services?

• Can you define a compelling value proposition?

The Coach�s Call To Action: Abraham Lincoln once said, �Give me six hours to chop down a tree and I will spend the first four sharpening the axe.� Are you spending the proper amount of time sharpening your �axe� as it relates to your awareness of your ideal customer and their wants/needs? Are you willing and able to devote the time and effort? Once you have identified your ideal prospect you will find your marketing efforts are many times more effective. You will be able to focus your efforts on prospects that are most likely to purchase your products/services. Create a culture where your team develops a deep understanding of your prospects and you will become the supplier of choice for them. People want to do business with those who take the time to learn about them and provide solutions to their biggest challenges. Talk to those who have a global perspective of your industry (such as a business coach), and find out what others are doing to provide solutions for their ideal prospect.

John Jenkins runs a business coaching practice (Your Coaching Edge�) with an emphasis on helping technology professionals and business leaders involved in technology commercialization. He has been helping individuals and organizations in technology commercialization for 19 years. His career has taken him from General Electric in Boston to an extremely entrepreneurial technology development group at Lehigh University in Pennsylvania. In addition, he worked for eight years as a business development specialist with the Ben Franklin Partnership, an internationally acclaimed technology commercialization program. Prior to creating his coaching business, he was recruited by Lockheed Martin to lead the development activities for the launch of a $4 million USD venture-backed spinout. To receive a [no cost] success E-newsletter, with subscribers in 15 countries, send an E-mail to: [email protected]. Your Coaching Edge� ~ (208) 529-9696 ~ www.yourcoachingedge.com

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