The 14 Day Fast Track€¦ · your business success. Determining your ideal prospect, for any business, is at the heart of its success and although it’s never truly given the attention

The 14 Day Fast TrackT O S A L E S S U C C E S S

Defining Your IdealCustomer

B Y B E N A N G E L

In fact, it’s one of the most vital steps you’ll ever

undertake, second only to selling products and

services to your existing clients.

And while this step helps to generate immediate

customers, for most business it’s also the activity

that gets the least amount of focus.

In this template, we’ll work side-by-side to clearly

identify who your ideal customers is and where you

are going to find them cost effectively.

Define your ideal customer; unlocking the key to

your business success.

Determining your ideal prospect, for any business,

is at the heart of its success and although it’s never

truly given the attention it deserves this key activity

is at the core of what builds your business' profile

into a brand that is recognisable by industry leaders

and prospective customers.

Just for a moment, imagine how much easier it

would be to bring in new clients whenever you

wanted, if you had thousands of hot prospects

dying to hear about your new products or services.

Imagine how easy it would be for your website to

generate new customers if you had a list of

organisations and companies who were already

clued in on the benefits of doing business with you.

Imagine marketing on social media, sending an

email, posting a letter or making a phone call to

thousands of prospective buyers, then watching the

sales flood in.

Establishing the foundation for your business is

what building your profile is all about, a profile

which attracts thousands to your website that

convert to profits and ongoing clients. When you

implement these systems, that consistently drive

new leads into your business and educates them

about your products and services, your ability to

close more sales goes up exponentially.

Not Everyone is a Prospect.

If you stand for nothing, you’ll fall for anything. This

statement especially is true in business. If your

business doesn’t clearly stand for anything, i.e. have

a clear point of difference, strong positioning or a

compelling reason to engage with it, you will attract

prospects that will not be ideal. They will potentially

waste your time and shrink your profit margins

because they are what is known as ‘high-

maintenance’ clients… that will end up potentially

costing you thousands in lost productivity.

The secret is to define a niche that you can

dominate and own as your own. Do you focus on

individuals with particular hobbies, desires, goals,

car, home, beauty regime, business or even lifestyle

preference?

The reality is that successful businesses purely

focus on a highly targeted niche as this greatly

reduces their marketing cost and increases their

conversion rates. These prospects already have a

need for your offers, they just haven’t come into

contact with you as of yet.

To help you identify who your ideal prospects really

are, complete the questionnaire below. It will not

only help you gain clarity on who they are, it will

help you determine how to communicate to them,

at the time and place, they are most likely to make a

purchasing decision, or at the very least, become a

solid prospect for you to convert later.

Now, although this questionnaire is extensive, every

minute spent on it is establishing a strong

foundation for your business from which it can

bring in brand new revenue streams and

significantly increase your profit margins.

Allocate several hours of research to complete this

document properly, the pay off will be more than

worth your while in the short and long terms.

It's what you become known for. It sets the context

for prospects and the media to engage with you

and it allows you to charge more for your products

and services because of your clear positioning and

strong market message.

Leverage Your Time, Effort and Money by Being

Highly Targeted.

Whether you have already identified your ideal

customer, or you've been in business for years, by

completing the following questionnaire you will

take your business to a whole new level.

Why?

Because the needs of your prospects are

continually changing based on key market

mechanisms that influence their buying behaviour.

Hence, we must always take an updated snapshot

of the current state our prospects are in to

reinvigorate our marketing campaigns and re-

engage those that may have lost interest in your

products/services.

By undertaking the following questionnaire, you

not only clearly identify the problems & challenges

experienced by your prospects, you begin to move

into 'strategic prospecting'. A practice in which you

continually generate new leads, not just when the

business is in dire need of revenue.

This can be particularly difficult for small or one-

person businesses in which they must stop product

or service delivery to prospect for new clients. By

undertaking this process, our goal is to establish

key functions and systems within your business so

prospecting is always ticking away in the

background regardless of your current work

schedule.

Where to Find Your Ideal Customers.

The biggest lesson you’ll learn in business is how to

hone in on those individuals that would be ideal to

purchase your products and services & who have a

strong need for your offerings. At the end of the

day, your conversion rates will always be higher

when your marketing messages are seen by highly

‘qualified’ buyers vs. unqualified individuals that

will waste your time if you allow them to.


COPYRIGHT 2016 Dare 2 Be Central Pty Ltd & Ben Angel Pty Ltd www.benangel.co

Consumer (male, female, wealthy, blue collar, low income earner)

Small Business (service, professional, retailer, manufacturing, other ________________)

Corporation (selling direct to consumers, selling via distributors)

Government (contracts, in-house training programs, other ________________)

Not-for-profit / Charity (health services, arts, grants, environmental, business, other _________________)

Name product /service you plan to sell (focus on your most expensive offering within your Ascension Marketing Model as you

will need to market your lower cost and entry products/services to this same ‘type’ of

prospect). ____________________________________________________________

My ideal customer is (circle each main and sub-category where relevant);

What level of education must they have in order to purchase from you (if relevant)? For example, are they already educated

on the benefits of your product/service, or must they become educated before they can purchase? Achievable to anyone, easy to

follow?

_____________________________________________________________________________________________________________________

What are the 10 Challenges they are currently experiencing right now in relation to the subject you specialise in? i.e

beauty, fashion, small business marketing, publicity etc. This information will be leveraged in your marketing material at a later

date to demonstrate that you truly understand their needs.

1. ___________________________________________________________________________________________________

2. ___________________________________________________________________________________________________

3. ___________________________________________________________________________________________________

4. ___________________________________________________________________________________________________

5. ___________________________________________________________________________________________________

6. ___________________________________________________________________________________________________

7. ___________________________________________________________________________________________________

8. ___________________________________________________________________________________________________

9. ___________________________________________________________________________________________________

10. __________________________________________________________________________________________________




What are the top 10 outcomes they must obtain to tell their personal networks about your business?

i.e. lose 10kgs, look 5 years younger, achieve double digit business growth, grow their database, sell more products/services,

increase conversion rates by 30%, feel healthier, have more energy etc. Be as specific as possible. People buy because they have an

actual ‘outcome ‘ they would like to achieve.

1. ________________________________________________________________________________________________________________________

2. ________________________________________________________________________________________________________________________

3. ________________________________________________________________________________________________________________________

4. ________________________________________________________________________________________________________________________

5. ________________________________________________________________________________________________________________________

6. ________________________________________________________________________________________________________________________

7. ________________________________________________________________________________________________________________________

8. ________________________________________________________________________________________________________________________

9. ________________________________________________________________________________________________________________________

10. ________________________________________________________________________________________________________________________

Which solutions would they typically seek and whom from to help overcome their challenges? i.e. would they go to the

doctor to learn how to sleep better or de-stress? Go to a business consultant? Talk to their friends first?

1. ________________________________________________________________________________________________________________________

2. ________________________________________________________________________________________________________________________

3. ________________________________________________________________________________________________________________________

4. ________________________________________________________________________________________________________________________



What is important to your customers? i.e. timely service, high quality, personality, an experience to remember, transforming

their lives, saving money, making money?

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

How do they want to feel when using your product/service? i.e. That is was easy, quick to use, got results, happy they chose

you, elated they finally found a solution.

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

What challenges do they face when purchasing your product/service (or could face)? i.e. too expensive, low quality, time-

consuming, can’t purchase online or online purchasing clunky, difficult or slow, must get financing to fund it first, don't have

enough information to make a buying decision.

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

How do you behave in relation to your product or service? (i.e. anxiously; sensitive subject, open, closed off, do not discuss

publicly, only discuss with friends, hate your industry, have reservations that it will work)

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________



To further define your ideal customer, check the boxes below only for the things they must already own, operate or do in

order to purchase from your business and/or use your product or service.

▢ Must own a home (specific style of home?)

▢ Must have children (specific ages?)

▢ Must have particular hobby/interest (clearly state what they are) ________________________________

▢ Must have internet/computer access (Specific software or system, i.e. PC or Mac) __________________

▢ Must have interest in starting own business/franchise (identify types of skills required + level of target income they wish to

generate); ___________________________________________

▢ Must have a budget of ___________ to invest in your products/services or programs.

▢ Must manage a specific department within the not-for-profit or business (specify department); ________________________________

_______________________________________________________________________________________

▢ Must be able to make the purchasing decision or have influence over the final outcome and if so, in

what way (specific);_______________________________________________________________________

▢ Must pursue certain business practices; __________________________________________

▢ Other ‘must’ for them to become a customer (specify); ____________________________________________________________

▢Other ‘must’ for them to become a customer (specify); ____________________________________________________________







What kind of groups, organisations or charities are they a part of or support? List as many as possible. These are potential

joint/affiliate partners you can market via at low-cost. Include an approximate size of their contact list. You can find out the size of

their list by researching their website or contacting them directly to see if they have an advertising package or sponsorship

opportunities available.

1. ________________________________________________________________________________ Approx. List Size ________________________

2. ________________________________________________________________________________ Approx. List Size ________________________

3. ________________________________________________________________________________ Approx. List Size ________________________

4. ________________________________________________________________________________ Approx. List Size ________________________

5. ________________________________________________________________________________ Approx. List Size ________________________

6. ________________________________________________________________________________ Approx. List Size ________________________

7. ________________________________________________________________________________ Approx. List Size ________________________

8. ________________________________________________________________________________ Approx. List Size ________________________

9. ________________________________________________________________________________ Approx. List Size ________________________

10. ________________________________________________________________________________ Approx. List Size ________________________

Who else is currently selling to your prospective clients? i.e. other businesses that offer complimentary products/service to you

that could potentially package your offering as part of theirs, sell in bulk instead of one to one? For example, selling 200 books as

part of another companies way of educating their staff/clients or included as a bonus to their product, which means that whenever

they make a sale… you make a sale.

1. ________________________________________________________________________________ Approx. List Size ________________________

2. ________________________________________________________________________________ Approx. List Size ________________________

3. ________________________________________________________________________________ Approx. List Size ________________________

4. ________________________________________________________________________________ Approx. List Size ________________________

5. ________________________________________________________________________________ Approx. List Size ________________________

6. ________________________________________________________________________________ Approx. List Size ________________________

7. ________________________________________________________________________________ Approx. List Size ________________________

8. ________________________________________________________________________________ Approx. List Size ________________________

9. ________________________________________________________________________________ Approx. List Size ________________________

10. ________________________________________________________________________________ Approx. List Size ________________________



List the magazines/newspapers they regularly read for information specific to their interest/challenges relevant to the

product/service that you will be offering them? Also, include the distribution size of the publication. (Can be found online or by

inquiring)

1. ________________________________________________________________________________ Distribution Size ________________________










List your direct competitors Facebook Fan Pages. Include their fan base numbers.

1. ________________________________________________________________________________ Fan Base Size ________________________

2. ________________________________________________________________________________ Fan Base Size ________________________

3. ________________________________________________________________________________ Fan Base Size ________________________

4. ________________________________________________________________________________ Fan Base Size ________________________

5. ________________________________________________________________________________ Fan Base Size ________________________

6. ________________________________________________________________________________ Fan Base Size ________________________

7. ________________________________________________________________________________ Fan BaseSize ________________________

8. ________________________________________________________________________________ Fan Base Size ________________________

9. ________________________________________________________________________________ Fan Base Size ________________________

10. ________________________________________________________________________________ Fan Base Size ________________________


List the email newsletters they subscribe to. For example; business information - Forbes, fashion - a specific well known fashion

blogger. Be as specific as possible.











What is the average age? (Don't put 'ALL' ages. Define within a 10 year range to make your marketing even more tailored &

effective

________________________________________________________________________________________________________________________

Where are they located geographically - order in areas of importance to target first (i.e. cities, outer suburbs, country towns,

internationally etc. write city/suburb names)?

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

How much income do they earn/what is their average budget? Ask others within your industry for insight if you have none in

this area. $

________________________________________________________________________________________________________________________


TOTAL DISTRIBUTION / LIST SIZE;Add all of the organisations and media list/distribution sizes together and write your overall total here,

i.e. 150,000 etc;___________________________________________________________________

Note: If there is a combined distribution/list size of less than 200,000, revisit your target lists above until you reach a combined

total that hits a minimum of 200,000. This may seem like a lot, however, once you factor in bounced emails, individuals not seeing

your marketing material for the thousands of other marketing messages bombarding them on a daily basis, this is the minimum

amount of exposure your business needs to reach its financial goals.

How does the research above translate into a solid marketing campaign?

By identifying the specific type of mindset your prospects are in when they buy, where to advertise and who to contact for

potential feature media stories or joint ventures and what kind of offers to make… simply put, how to reach your ideal customer

cost effectively and with minimum effort.

Let’s take a look at some examples to inspire you with ideas that could transform your business and put thousands in your bank

account:

A consultant could read the media his prospects actively read & identify 'a reason to contact' a company by learning about their

business objectives publicly. For example, "I'm calling today because I saw in the media you are looking to break into the U.S with

product X. I can potentially assist you with this". This provides a solid educated reason to contact a company instead of an

uneducated cold call.

A professional speaker could target companies that run conferences to secure paid speaking engagements. This achieves two

core objectives, receiving payment for the keynote itself, and secondly, putting them in front of potentially hundreds of new

clients that could pay for them to speak at ‘their’ events or hire them for high-paid consulting work.

A business could approach the media that their prospect reads to secure a feature story in which achieves two objectives, a)

boosts credibility & ability to charge more and b) directly puts them in front of thousands of hot prospects for free.

Setting realistic online marketing targets - the 2.3% rule

Currently, at time of writing, the industry average for online conversion is 2.3%. Which means, for every 1000 landing page visitors,

on average, only 23 will take you up on your offer. For a book worth $34.95 we're looking at $803.85... Not quite enough to live off

is it?

For many business owners, they fail to look at these figures, thereby failing to successfully plan marketing efforts that will achieve

their financial objectives. Below, I have put together a formula for you to work out exactly how many web hits are required to

achieve the financial objectives you're looking to achieve. This will give you an educated baseline from which to work from and

build your marketing campaigns around.

And, although it will take time to garner the number of hits required, planning for this now is absolutely essential. It makes for a

'solid' marketing strategy that will deliver you results.



Online Marketing formula – set your marketing targetsComplete the following questionnaire to get started.

Name the product/service you aim to sell; _____________________________

How much do you wish to sell if for? $ ________________________________

Note: Focus on a product/service you can offer for under $497 as conversion rates drop further the higher the price point.

How many do you wish to sell at this price point within the next 12 months?______________ units.

How much revenue will this generate? (does not take into account delivery/creation costs or profit margins etc.)

$______________________

Working on a 2.3% conversion rate, how many web hits do you require to this specific sales/landing page to achieve yoursales targets? _____________ web hits.

Is your goal of selling ___________ units a realistic one to start with? Yes/No (please circle one).

If not, what would be a realistic sales target? _____________ units.

How many web hits must you achieve to reach this sales target at 2.3% conversion? ______________

This works as your base target for your marketing campaigns, hence the reason for you creating a prospect list above that will put

you in front of over 200,000 prospective clients within a 12 month period to help you reach this target.

On a final note...Does it take time, effort and research to complete this document? Absolutely!

However, I'm sure you'll agree, once completed, you'll have a clear understanding of exactly what's required from you, and your

marketing activities, to achieve your sales objectives. This research underpins all your future marketing campaigns, sales copy,

online and offline sales strategies. Without it, your business will miss key elements to its foundations, needed to make it successful.

Keep a printed copy of this document on hand once completed and refer to it on a regular basis when crafting marketing

campaigns that convert.


DISTRIBUTING THIS DOCUMENT OR ITS CONTENTS IS NOT ALLOWED

ABOUT THIS DOCUMENT: Copyright 2017 Dare 2 Be

Central Pty Ltd & Ben Angel Pty Ltd www.benangel.co

DISCLAIMER: The information in this program is

educational in nature. The information is offered with

the understanding that the author is not engaged in

providing medical, psychological or financial service.

The information is not intended to be a replacement for

therapy, professional or medical advice nor a

replacement for tax advice. The information is general in

nature, as each persons situation is unique. You should

consult your advisor before taking any action.

The contents of this document are protected by

international copyright laws and are provided for

education purposes only. They cannot be duplicated,

distributed and/or used for any other purpose.

Download of this document does not transfer any rights

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The 14 Day Fast Track€¦ · your business success. Determining your ideal prospect, for any business, is at the heart of its success and although it’s never truly given the attention