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Identifying dream clients - key to success

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Published: 30Aug2006
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Who are your dream clients? If I asked you right now could you tell me? Have you taken the time to identify what your ideal or “dream” client is like? Written a detailed description of them? Whether it’s a doctor that would fit perfectly into the culture of your hospital or a likely patron for your vitamin store, you must know what your ideal client looks like in order to find them.

Many of us, the past me included, try to sell to everyone that could have a need for our product. I was in sales at UPS for several years and that’s exactly what I did. Sell to everyone that shipped packages. I worked harder than I needed to, I was rejected more than was necessary, and I didn’t enjoy doing sales because of it.

The company banged their heads against the wall trying to teach us to identify clients that would be more likely to buy from us – and be happy with our product. But many of us couldn’t walk away from any prospect, whether they were ideal or not. We spent our energy selling to anyone that would listen and had packages to ship. Not to the few prospects most likely to buy.

Identifying or knowing what your ideal client is like applies to any business, no matter how large or small. Let’s say you’re in business development at a hospital. Your job is to find doctors to be affiliated with your organization. Do you talk to every physician and physicians group you find; hoping just one of them will work with you or refer patients to your emergency room?

Or are you more strategic in your targeting? Do you target physician group that have clients that match with your organizations strengths? For example, if you have a strong pediatric presence in your emergency department, are you spending your time with practices and other places that have a strong base of families?

If you own a vitamin store are you networking and advertising in places that health minded individuals frequent? You may find that people that buy specialty vitamins are more likely to eat lunch at the Subway versus Taco Bell in your local community. What steps could take to get your name in front of them? You could place a stack of brochures on the counter or do some joint advertising with Subway.

As a marketer, how can we identify who our ideal clients are?

Here is the best way to do this. I recommend (right now) writing down traits that your best, ideal clients have. Think about the people you LOVE working with more than anything else. If you don’t have anybody in mind, think about what they will be like when you do meet them. Let me give you a few traits of my ideal client…

My ideal client is friendly to work with. They have money and can afford to hire me. They are interested in marketing and growing their business. They like to learn new things as much as I do. We learn from each other. They provide feedback on my work. They pay me on time. They have ongoing work. They challenge me. Underneath it all they love helping people (even if they are not in healthcare). We are friends and enjoy each others company. I could go on, but this gives you an idea of what we’re trying to do here.

On the same piece of paper farther down the page write down things you don’t want in your clients – so you can identify these bad traits when you come across them. For example…I don’t want clients that don’t pay in a timely manner. I don’t want to work with clients that are not open to my suggestions -- clients that think they know everything. I don’t want clients that only care about making money and not doing the right thing. I don’t want clients that are always in a rush and frantically running behind.

You get the idea.

Taking the time to think about and identify the traits of the people you want to work with, or attract, will help you know them when you see them.

Author of Healthcare Copywriting Secrets Revealed and The Healthcare Copywriters Toolkit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection (http://www.healthcaremarketingconnection.com), a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, "5 critical things you must know when writing for the healthcare industry" — info@KellyRobbinsLLC.com or 303-460-0285.

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