Do you know who your clients are?
Most companies have a vague idea of whom they want to sell their product or service, but many use the “everyone wants what I’m selling” model. The problem is, this isn’t true.
By targeting your market and determining who will really benefit from what you have to offer, you will be able to make some strategic decisions for your company.
An Avatar profile is an excellent tool to help you decide how you are going to market to your customers.
How is it done?
Once you have started to identify your target market, its time to create a more detailed description of who you are selling to. This is called a target market profile or avatar.
Create a one-paragraph description of your target market as you see it now. This helps focus your research and give you a mental picture of the target to concentrate on. Your objective should be to put a face on your market so you can visualize it.
Depending on whether you are selling B2C (business to customer) or B2B (business to business) you will have different categories to focus on.
Some things to consider:
Where are they located?
What type of industry are they?
What is their estimated annual income?
How can you sell something when you don’t know who your possible clients are?
What problem can you help them solve?
Objection to sale:
What are some possible reasons they may give you to not use your service or buy your product?
Once you have an idea of the possible objections you can spend some time coming up with answers or solutions to their objections.
Source of information:
Where do they seek out information in their market?
Do they primarily find information on the web?
Do they attend conferences?
Once you know this you will be able to dial in your marketing plan.
Your own personal market
Once you have filled out the worksheet, try and come up with a one-paragraph description of your target market and start building your customer avatar.
Each product and or service you advertise or sell could have a worksheet and customer avatar built.
For example, it may look something like this:
A Business selling to customers might have a target market of Homeowners living in British Columbia and closer to the Vancouver B.C. lower mainland. More focused details could include, between the ages of 35 and 70, household incomes larger than $80,000, watch CNN type channels, and watch the local evening news regularly.
A Business selling to other businesses might have a target market of business owners and sales directors living in North America. More focused details may include, over the age of 35 years, make new purchase decisions in the 1st quarter, attend industry conferences and respond successfully to customer testimonials.
Taking the next steps
Once you have defined and profiled a target market, you have the tools you need to start building a plan to market and expand your services.
The best way to start finding out who your avatar is to talk to real people. A person can spend all the time they want researching information on the internet but nothing will beat talking to a real live person.
Get on the phone, talk to friends, family, businesses. It is astounding how much you can find out about your target market by just spending some time talking to them.
If your business does or is planning to do ANY online sales, it is always recommended to set up and analyze your customer data with valuable analytics.
If you haven’t started yet, the best time to start is now.
If you have started, the development of your customer avatar is always something that can be reassessed as you gain more and more insights. You can also normally benefit by digging deeper or segmenting your products, locations and or services. It is recommended to implement a timely schedule when to go over this ongoing development.
If you have any questions or thoughts for our writing team please feel free to reach out.
Read our related educational blog post on “Hitting The Target When Defining Your Market“