Rather than just taking any or every prospect many successful people in the advice field have an idea of their perfect or ideal client.

To have a clear idea in your own mind of whom you wish to deal with can be a powerful factor in your success. This modelling was originally applicable to insurance sales. It’s as relevant today no matter what you are selling. You may be selling finance, concepts, ideas, strategies, products, services or just yourself.

Whom do you want to have as a client?

So what does your ideal client look like? Take into account things like: -

• Income
• Capacity to service debt
• Health
• Location
• Occupation or profession
• How you feel about them
• How they feel about you
• Their capacity to influence others decisions
• Their capacity to refer
• Financial commitments and obligations
• Temperament
• Ease of access
• What are they afraid of?
• What are their hobbies?
• What common characteristics do they have?

Use this as a guide to create your own template of your ideal client.

Once you have established what your ideal client looks like, then create a simple written one-page profile and start to look for that special person.

Spread that profile round your referrers and centres of influence to gain their support in finding that special person for you.

When you know what you are looking for it is much easier to find it.

CHALLENGE

Put aside some special time with your team to identifying whom your "ideal customer” is. Getting this right is crucial for the future growth of your business.

Get out the whiteboard. Put a heading, “Attributes of an Ideal Client”. Break your team into three groups. Allot them the questions on the next page in equal amounts. Spend 30 minutes in discussion

Consider this list of questions about your ideal client:

• Who are they? Consider age, profession, capacity to spend, assets under management with you, desire to succeed, centre of influence, marital status, the likeability factor in the relationship
• What do they look like?
• Can you identify 2, 5, 10, and 20 of them?
• Is dependent on what they spend
• Are referrals important?
• Could they spend more with you (insurance perhaps)
• Do they know your complete range of products and services
• How do you communicate with them?
• How do they like to be communicated with?
• What are their future growth prospects?
• How sustainable are they?
• Can they buy more from you in product, concept, service or advice?
• How will you find them
• How will you approach them?
• How will you reach them?
• What will the discussions be about?
• What do they like about you?
• What don’t they like about you?
• Who can refer to you?

You may find you have several versions of your ideal client. These may be in specific niches that require different approaches and interaction tactics.

If you profile some of your ideal clients in your current database, we can definitely help you in the area of that client becoming more profitable, whilst helping them in their quest for wealth creation.

For help with your marketing and especially integrating insurance into your business, give me a call on 1800 989 657 or email me at paul@mortgageshield.com.au

Paul Davies

See our Free Information site @ www.askaboutmoney.com.au Please feel free to refer this to collegues and clients as finance will not be discussed.

If you have missed any previous articles in this series, please visit the Broker Business Builders page HERE.

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