Choosing the right client avatar is probably the most important piece in your business puzzle. The client avatar will shape how you sell and how you marketing your products and services. All of your marketing material and sales effort will be created to reach your most ideal client. They are the center of your business universe.
The Perfect Avatar
by Tanya Ganian
Tuesday, December 25, 2018
What is a client avatar?
Your client avatar is a representation of your most ideal client. What do they look like, where do they live, what do they do? What do they buy, where do they work, How do they make decisions, how much money do they make, what kind of jobs to they have? All of these questions are sorted and answered when you create your ideal client – your perfect avatar.
But creating a client is no indication that it’s the right client for your business. So how do you know if your client avatar is really the most ideal client for your products and services. Who is your ideal client anyway?
#1 They can afford you
Your ideal client can afford your services. Many sales gurus will tell you that money is not a deciding factor and in theory, that’s true. Money is not going to be the driving force behind a purchase. However, if there is no money, then there’s no money. You will not get juice out of a dry fruit no matter how much you squeeze it.
Your client avatar should have access to funds wherher through investors, or savings or banks and loans.
#2 They are decision makers
It is pointless to be talking to anyone who doesn’t hold the key to YES unless they are gatekeepers. Gatekeepers are general the executive assistant, head of finance, or vp of marketing. The gatekeepers will be the ones who will open the door for you to reach the final YES. A much as possible, ensure that the decision maker is the one you are pitching. Anyone else will just relay the information without all the time and effort you put into your sales pitch. Don’t waste it on an employee who barely cares whether you get hired or not.
Your ideal avatar should be a decision maker. They have the power to call the shots and veto any objections.
#3 They need your product
Your ideal avatar needs what you are selling. It would be pointless to choose an avatar that has no use for your product or services.
#4 There are plenty of them
Your perfect avatar is not part of a rare niche. For example, there are less than 10,000 astrophysicists in the whole entire world. There are only about 250 of them in Australia. If your ideal avatar is an astrophysicist, then you can only sell a little less than 10,000 and then you’re basically done. Cater to the local mass. Don’t look for ski instructors in Miami . Ensure that your avatar is in demand and there’s a lot of them in your area. Check out organizations and associations in your area or country to get a head count.
#5 They are growing in numbers
Whilet he tech industry is booming, many other industries are closing and with the advent of artificial intelligence , more industries will become a thing of the past. Is your ideal avatar part of a dying industry ? Will the tech industry or artificial intelligence replace your ideal avatar with an app? Sometimes it’s hard to predict. The more you research your avatar, the better you know them, the less chances you’ll be taken by surprise.