The Linch Pin For Every Independent PracticeFeb 05, 2022
Understanding your ideal client
This is the linchpin, that holds everything together. If you don’t know who your client is
- you don’t understand what their pain points are
- you don’t understand what they’re looking for
- you don’t have services designed to meet their needs
- you don’t understand how to talk to them in a way that resonates with them
- you don’t know what they are trading their time and money with you for
All resulting in creating disengagement and a poor client experience. When I am guessing what really want to do is optimise your client experience so that people really rave about you to others, AND they get the results that they’re looking for!
Once you’ve identified and defined your ideal client, and how you help them only then can you start to create an offer of service to take them from where they are now to where they want to be based on their needs.
So let’s dive in…who are your “buyers”, and who are you selling, actually selling your service to?
- If you treat children it is parents or even grandparents that are most likely the buyers
- If you work with Corporates who is the buyer HR or Health and Safety? Who makes buying decisions?
- If you treat athletes have you built relationships with the coaches?
- If you supply services to insurance companies who is it you need to speak to?
- If most of your referrals come from Doctors, what is the profile of the doctor?
Instead of speaking to everyone aged 0-99, it helps to narrow your focus and take some time to define your ideal client. This doesn’t mean you won’t help other people but it does mean you will resonate and be able to attract more of the types of clients you can help best.
- Who is it that your clinic helps?
- Who does it bring you joy to treat?
- Usually, if you have a passionate interest in something, the likelihood of you excelling in that area is greater.
- Can they afford your services? (Your business won’t work if your ideal clients won’t pay for your services.
The more you understand your ideal client the more specific you can be, and the more you can tailor your services and your message to connect with them. Making it easier for them to understand you can help them and the decision to call your practice becomes obvious.
- What is their name?
- Where do they live?
- Are they male or female?
- Are they married? Kids?
- What is their educational background?
- What is their occupation?
- What are their hobbies?
- What are their interests?
- Where do they hang out?
- What are the defining characteristics that make them unique?
If you don’t know where to start, go and have a look at your existing database and go and have a look at all of their details, do they have a common set of features? And the key here is to focus on the majority. We’re not focusing on like the really like 1%, 5% of your database, we’re focusing on where the majority of your database people sit in terms of what their characteristics are.
These are the people that you are going to design your services for and you want to ensure you meet their needs.
- What are their dreams and aspirations?
- What keeps them awake at night?
- What are the challenges that they are going through? What did they need your help for?
Be very clear on the challenges they’re facing, this will enable you to talk to the clients, their specific problems, and how your practice can help them.
If you don’t know this you can find out by listening to current clients to get a feel for how their current symptoms or problem are affecting the rest of their life. Maybe they can’t run around after the kids, get out of bed in the morning, bend down, manage stairs
- A great question to as is “how is this injury/problem affecting your life?”
Start with one ideal client, any more than that is probably too much, to focus on, to begin with. Your aim is to know them better than they know themselves!