We’ve all had those customers that help to pay the bills, but they sap our energy, are never happy, are late to pay and frankly are a pain to deal with. Wouldn’t life be easier if we could build a reliable pipeline of customers that love what we do and who we love to work with. It may sound like pipe dream vs a pipeline but trust me it is very achievable.

At Summit, (previously Forward Thinking & Latitude Studios) we have proven time and again that you can drive significant growth by focusing on who your dream buyers are. One of the characteristics of my dream buyer is an ambitious business owner who is a little impatient and prepared to invest in support to help grow their business quickly. So, I’ve no issue sharing the steps I would follow so you can try it yourself .

1. Make a list of your favourite customers – don’t be vague, select specific people and make a note of their position in the companies you deal with. These would normally be customers that have got the best result from the product or service that you have sold them. What type of

industry are they in, how big is the company and where are they based? Make a note of any similarities.

2. Make a list of the commonalities between these people – what are they like to deal with, are they organised/scatty, serious/like a laugh, self-taught/ well educated/ have a thirst for knowledge…and what are they interested in outside work. If they are contacts you love to work with the likelihood is you’ve had conversations beyond just work, so think about where they hang out and what they like to do. Take a moment to reflect on your list…does it remind you of anyone?

3. What problems do your dream buyers have? All of our customers have problems that manifest as pains in their business or their lives. It’s your job to find out what problems they have that produce pain, in particular problems that your business could solve. Once you identify the problems and pains of your dream buyer, you are then able to market to them effectively, grabbing their attention and bringing them into your world to buy your products and services…because you have exactly what they need to take the problem away and give them a gain or the result that they want.

4. What is the result that your dream buyer is searching for? This is important as no one buys what you’re selling, they are buying the result. For example, no one buys my Success GPS programme just for the fun of building a strategy. The want the RESULT – a clear plan, a structure, more confidence, laser guided focus, more customers, more time, more revenue and more profit! What do you give your customers?

5. What proof do you have that you can do this? Think of the dream buyers that you have worked with, what pains and problems you have eliminated and what was the result that you have helped your customer achieve. Collect case studies, testimonials, data to quantify the result. For example, the MD of Jets GPS Fleet Solutions, 3 months after completing Success GPS, had generated more revenue, more profit, and more new customers than the previous 18 months combined. Top Tip: don’t forget to share this evidence internally as a great motivator for your team.

6. Combine the above into your marketing message. If you have a marketing agency the information above is like gold dust. If you do it yourself, think about this structure to help with your message. “I help (your dream buyer) get (the result) without (the pain) by (your unique product & service combination).” Reflect on step 2 above and use language that will resonate with your dream buyer and pick marketing channels that will target where they hang out.

Remember…. Your customers don’t buy what you sell them, they buy the end result. If you’re keen to learn more, I’m offering SME Club members a free Business Mapping Call to look at how I can help take your business to the next level. (Reference: SME)