Case Study (Part 3): Who ARE Your Small Business Clients?

October 11, 2012

Like many service professionals, Martha helps ‘small business owners’.

All factors considered, this is a huge market. Ranging in size from from the part-time business owners who devote a few hours each week their business to the companies with 500 employees, nationally there are millions and millions of small business owners.

In Martha’s market alone, there are tens, perhaps hundreds of thousands of small businesses.

Given the lack of definition of her target market, it will be difficult, if not impossible for Martha to communicate effectively with potentially ideal clients and referral sources.

By specifically defining her ideal clients…the kind of people she loves to serve and is good at serving… Martha can increase her ability to attract more and better clients.

Typically criteria for defining ideal clients include: size by number of employees or sales, location and product or service delivered.

One of Martha’s top priorities would be to clarify who her ideal clients are.

The lack of clarity regarding ideal clients is reflected in a similar lack of clarity in the nature of the services that Martha provides.

In response to the question ‘What do they [clients] buy from you?’ Martha’s response is ‘brainstorming, decision-making, planning projects, office systems’.

Without a lot of guess work, I don’t know what that means. Do you?

I’ll ask Martha for clarification in the coaching session that we have scheduled for later today.

* * * * *

Complete your own marketing performance assessment.

<<Part 2

Part 4>>


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