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Essential Information That
Your ‘Ideal Customer Profile’
Must Include!
An ‘ideal customer profile' – (ICP) is a description of the type of person, family, business or institution who most benefits from your unique packages of specialty cleaning services. Creating an ICP is actually a very important first step in establishing your unique, specialty cleaning service.
Your ICP should contain information about your target market described as an individual. This information should be gathered through feedback and observation (so it's objective and not based on assumptions.)
Following is key information your
‘Ideal Customer Profile'
must include:
(ICP Post #2: )
such as age, location, gender, education level, family status, languages spoken as well quite a bit of the following information which expands on the demographic category, telling you more about who your ideal customer is and how each of these factors will influence what services you'll offer and how you'll communicate their value.
** Their Occupation Status
Find out whatever you can about your target customer's occupation. This could include their specific job title or the industry they work in. Your marketing may differ depending on whether they're an executive or a staff employee. If your target market is mostly remote workers or freelancers, this is an important detail as well; especially regarding specialty cleaning services.
** Prospects Challenges and Pain Points
A very important piece of key data are your prospect or customers' challenges and pain points. If you can find areas where they're struggling and where your special services can offer help, this is something you can use in your marketing presentation. Included with this should be goals, core values, and aspirations.
** Buying Attitudes and Behavior
It's also important to get a grasp on how your customers buy services and their attitudes toward them. This can include their budget, preferred method of purchasing services, preferred method of payment, frequency of purchase, etc.
** Lifestyle (very important)
Include as much as you can about your target customer's lifestyle. What are their habits? What do they do during their leisure time? If they have any particular interests or hobbies, you should include this as well.
** Beyond the Basics
The facts above are the essentials, but you should also add any specific patterns that you have observed while researching your target. They might not seem relevant now, but they could come in handy in the future. Take note of anything you see and include it in your profile.
How to Get Started Right Now . . .
You can get started right now by thinking about your current best customers. Who are they? Another way to get started is to think of your services and consider the type of person they'd most benefit.
From there, you can conduct market research to find objective data about your customers. It's relatively easy to find this type of information using the internet. Listen in on social media conversations, read reviews, and monitor your website analytics for insights. You'll end up with a detailed profile that will streamline your marketing efforts and get results.
More next week on “Psychographics” which is every bit as important to the profile as “Demographics”!
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Hi, Jim Pemberton here:
I've spent the nearly three years of the pandemic studying the effect that the explosion of pet ownership has done to the marketplace, and how you can profit from it (if you are committed to doing the job right!)
In my all new hands on class, the “Pet Friendly Cleaning and Odor Treatment Workshop”, you'll learn the following secrets to success in this field:
- Why Today's Pet Focused Consumer Buys Cleaning Differently, and May No Longer Buy it From You!
- How Pets Have Transformed Society
- What Opportunities Pet Friendly Cleaning and Odor Treatment Have for Your Business
- Your Two Biggest Pet Odor Treatment Challenges
- Why Pet Odor Treatment Involves So Much More Than Urine Odor
- Inspection Tools You'll Need
- Cleaning and Odor Treatment Products You'll Need
- Pet Friendly Inspection, Cleaning and Odor Control Processes
I'm planning to offer just one of these courses this summer, and have scheduled it far enough ahead so that you can make plans to be here.
I'll be offering this class at our training center on August 9, 2024 here in McKeesport, PA for $199.00
Class size is limited, so sign up right away!
I'm looking forward to sharing all of this exciting information with you.
