Show your potential customer why your proposal is worth the hassle!
Why do I think it is extremely important to Know Your Client (KYC)?
Not only do you need to know and understand your client in order to be able to market to them (and I really do think this is very important), but you also need to understand who they are, how they think and what they need.
Know their objections and have answers for every question and concern!
Most business owners will automatically throw up objection to a new proposal. In some cases it is just a reflex. They’ll say no before they say yes. In other cases, they are simply testing you. In any case, you need to be prepared explain, in detail, what you can do for their business. Tell them why they need you.. and how you are the right person to work with.
How can you do that if you don’t know who they are and what their business mission is. Do some research – do your homework!
“Put yourself in your client’s place”.
Get to know the person who runs the business you would like to work with. Who is that person, or group of people? Besides learning what they sell, coach, offer… find out what their core values are. Google is your best friend. Do some digging!
The most successful businesses understand their client’s mentality. How do you do this?
The key here is knowing your client, inside and out. Do Your Research!
Zero in on your target audience and your marketing will become very clear and then it will suddenly become easy to do!
Learn everything you can about them; what makes them tick, their pain points, how they measure their success.
Whether it’s simply knowing what colours appeal to them, or knowing what ‘turns them off’, you will make your life easier if you can figure this stuff out before you put it out there.
For example, it’s important to be consistent with the language you use on your website, in social media and in all your marketing.
You need to decide what you are going to sound like in all your communication. Knowing your client will help you to discover your voice.
For example, if he or she is an older professional, you might be less inclined to use a lot of slang terms or even a few curse words. That being said, if you are talking to a hip young audience who aren’t offended by the occasional curse word, then you should consider speaking like they do.
Now that I’ve said that, I believe it’s important to sound like yourself. If you are the ‘rockstar chic’ type, then is your ideal client going to be an serious, middle-aged business man? Not likely. So, why would you go after this client?
Knowing who you are before you figure out who your ideal client is and you’ll come to your ‘sweet spot’. Where yin meets yang. Where you are going come together with the person you can help the most!