Your perfect customer is out there ready and waiting to enjoy your products or services, it’s merely up to you to define who he or she actually is.
Let’s take a look at Kathmandu as an example of how to define your perfect customer.
A company which was created by original founder Jan Cameron, in New Zealand back in 1987. New Zealand, a small isolated country, all alone in the Pacific Ocean 1000’s of miles away from its nearest neighbour. A country who has always punched well above its weight, whether it’s ingenuity, invention, sport, exploration or whatever. Just maybe, I’m a little bit biased.
A need already existed
We were born in New Zealand – a breathtaking country where isolation breeds innovation and the hunger to explore.
For 30 years, we have designed our gear to take on the rugged landscapes of our homeland and to outfit the adventurous spirit of our people.
The rugged landscape and ever changing climate of New Zealand means that their clothing line must be versatile to endure the constantly changing weather conditions, tough enough to deal with the wear and tear of the adventurous, and practical allowing the wearer to move freely while exploring the wild landscape.
National Pride and a willingness to adapt
With Kiwi ingenuity, and an open mind, we continuously adapt our gear to endure different weather conditions, diverse terrains, and the ever-changing needs of travellers.
Their core values
We act with people and the planet in mind – from the creative minds of our designers, to the careful hands of our suppliers, to the backs of our customers all around the world.
We believe that adventure begins when you pack your bag.
The perfect customer
Kathmandu’s perfect customer is pretty easy to define.
They are people who love to explore in the great outdoors, people who are adventurous, and who like to go beyond the beaten track, in all types of harsh conditions.
So Kathmandu’s merchandise was specifically designed with that core group in mind.
Adventurers like to escape into the unknown, and if you’re going to explore the unknown you had better be prepared, hence Kathmandu sells all the clothing you could ever need to outfit you from head to toe and everywhere in between, clothes for underneath and over the top, plus tents, sleeping bags, pots and pans and whatever else you might need for your adventure.
People who need many items, who will buy many times over. Sounds like a perfect customer to me!
While adventurers and explorers have always been the core perfect customers of Kathmandu, as time has gone by their customer target has expanded to include city and country folk, who not only want to protect themselves from the chill while standing on the sidelines watching sports such as rugby or netball, but who also want to look good while they are doing it. All part of recognising and adapting to customers needs.
It’s unlikely though that your perfect customer will be such a wide audience unless your products are very versatile, so you need to narrow it down to identify who your “Perfect Customer” is. With that in mind, lets look into identifying your Perfect Customer.
Who do you want to attract?
Who do you want to attract and speak to, and just as importantly who do you want to drive away? As far way from you as possible from you! A little harsh?
Like Kathmandu, perhaps you want to attract people with similar core values to you because you can easily relate to them. That’s great for a start, however that doesn’t translate to everyone with similar values to you having the capacity or the need to buy your products or services, so you’ll have to narrow it down a bit further.
What does your perfect customer look like?
- Where does your perfect customer live, in a large city, or in a country area?
- Can they easily get to you or to your website?
- Are they a specific type of customer who fits within your niche?
- Do they have surplus income to spend on the products or services you sell?
- What is the price of the product/service you want to sell to them?
- What is the name of the product/service? Does the name reflect its purpose?
- Do they have a need for your product?
- What problem does your product/service solve?
- What angle will you use to attract your perfect customer?
- Do you want instant one-off sales, or do you want to build an ongoing trusting relationship that will produce much better results in the long-run?
- What are you willing to exchange for their contact details? An offer, a special, a discount, a free something?
If you can come up with a definitive answer to all these questions then you are well on the way to identifying your perfect customer. Also, you will have a much clearer understanding of how you will approach them, advertise to them and attract them.
You will also have a much better understanding of who you do not want to attract. You will also know who to weed out, and who it is not worth spending time or money on.
Be careful not to make assumptions
A huge mistake that many sellers or marketers make is to over identify with their audience.
You may make assumptions, that since your perfect customer has some similar values to you that they also have a similar understanding of your products/service. This is an extremely dangerous assumption, since you are the expert and have an intimate knowledge, and they likely do not.
This one assumption can kill any marketing efforts and sink you before you begin. Remember that it’s not about you! It’s about knowing as much as you can about your perfect customer; what they’re thinking, seeing, feeling and doing, to best understand them.
It’s all about seeing things from their perspective, to get inside their head, so you will be in a position to guide them along the way. To know what makes them tick, their trigger points, their emotions, their motivation to purchase your products or services.
Become your perfect customers’ trusted guide
It’s not about selling more stuff. It’s about guiding your perfect customer on their journey.
Why you and not someone else? Is it how you treat your perfect customer that counts?
You’ve identified your perfect customer, so what are you going to do with them? Are you going to hit them with a sledgehammer (buy, buy, buy…and do it now) or build trust, engage with them, caress them, and gently persuade them and lead them into buying your product/service?
The first option may be very tempting to you, which might bring you some limited instant results, however that’s likely to be all you’ll get. If you take that approach you need to find a new perfect customer to target each time you want to make a sale.
The second option while this takes more patience and time, is to build long-lasting, mutually beneficial relationships that produce fruit over the years. Remember, that it’s far easier on the hip pocket to maintain existing happy customers, than it is to constantly have to find only new customers over and over.
Any comments about this article? We’d love to hear them.