What is a Client Avatar? Who is Yours?
Entrepreneurs are famous for trying to be all things to all people.
And then, we become nothing to nobody.
We have an idea in the shower at 7 a.m. and by 8 a.m., it’s “officially implemented.” Often (maybe never?) these new ideas are not well thought out, tested and vetted with the team.
Besides the fact that you will quickly drive your team nuts, the huge challenge with this habit is that it stretches your organization into a business that loses its unique competitive advantage.
Your goal should be to think small. Yes, think small. Who is your small niche client audience? Who are the 20 percent that will make up 80 percent of your business?
You see…entrepreneurs are pleasers. We love to make people happy — and we end up saying say yes way too often.
We have to force ourselves to say no and focus on our core customer.
Think of Herb Kelleher, founder of Southwest Airlines. When a customer complained about the flight crew having too much fun and not acting in a professional manner, Herb wrote the customer back and said, “We’ll miss you.”
He knew his core customer enjoyed the fun, and he was not willing to bend for someone who was not in his core audience.
So, I have an exercise for you. Write out who your core customer is. Again, who is included in the small niche that you will focus on and not stray from — even if it means turning away revenue.
To do this, you’ll want to create a client avatar. Name and describe in detail who your core customer is. Some questions to ponder:
• Where do they live?
• What is their income?
• What are their hobbies?
• What are their challenges?
• What are their needs?
• What are their hopes?
• What are their fears?
And then name your avatar!
Make it clear to your team (and more importantly yourself) who your core customer is and why they need your company to help them.
And then, don’t stray.
Copyright ©2016 David Mammano