CEO Confessions: Who Are Your Customers

“Who are your ideal customers?” I asked

CEO Pete perked up. “Well, we’re working with StellarGrove and Anderson Associates right now; they’re our newest wins.”

“That’s really great!” I said. “What I’m referring to, though, isn’t just your current roster of clients. I’m talking about your ideal client.”

Pete squinted at me, puzzled.

“Who’s the perfect fit for your company?” I clarified. “What clients make you profit but also make you happy to come to work every day?”

Pete sat back and folded his arms. “Well, that’s more complicated.”

“I’m sure it is,” I said. “That’s why it’s important.”

He smiled. “We really like to serve small businesses with up to 10 employees,” he explained. “But we have worked with some bigger, some a lot smaller who have been great customers.”

I nodded in agreement. “Of course." I nodded in agreement. "That’s a great starting point,” I said, "but it’s just too vague. Remember, we’re talking about a person; we sell to people.”

“Of course,” Pete agreed.

“What are their challenges? Their goals? Where do they go to look for solutions?” I asked. “That’s what makes up your ideal client profile.”

“If you don’t have a well-defined ICP,” I continued, “you’re not targeting the right people. If you’re not targeting the right people, your marketing and sales won’t connect effectively.”

I stopped and watched Pete process what I had said.

“So, who are your ideal customers?” I asked again.

Pete nodded in a moment of realization and started typing away at his keyboard.

“These are my ideal clients here.” He pulled up a list from QuickBooks. “These are our most profitable clients.”

“Great!” I said. “Now, circle the best clients, the ones that bring the most joy.”

“Now, we have what we need to start putting together your ideal client profile,” I said.

If you’re interested in building your own ideal client profile, download our workbook for creating your ideal client profile.