March 22, 2022 Podcast Transcript
5 Steps To Filling Your Programs With Dream Clients
Do you ever sometimes wish you could read people’s minds, so you would know exactly what your ideal clients REALLY want and would pay top dollar for?
If you could read their mind you would have those answers, and would be able to position yourself in such a way that your ideal clients would line up to work with you!!
How awesome would that be?
Unfortunately, we can’t read minds, but I can give you the next best thing: it’s called target market research.
Target market research could be a game changer when it comes to your client generating machine.
Whether you’re just starting or growing your business, you need to know who your customers are and how to attract them. Without customers, your business has no chance of surviving.
Your target market is not everyone who is located in your business’s area. It’s only made up of the people who are good fits for your programs. Basically, you want to figure out which fish in the ocean you’re going to focus on catching.
You can’t market to everyone, and you shouldn’t. Trying to do so will only waste your time and money. Use your marketing efforts effectively by creating a target market analysis.
A target market analysis is a study you do of your potential customers. Knowing how to do a market analysis will enable you to figure out exactly who you will market and sell to.
Knowing what your people want, how much they want to spend, and in what way they want to consume your services, will revolutionize your marketing.
Before target market research, your ideal clients are strangers. You don't know much about them.
By doing some research, you're trying to find those bits and pieces about them that allow you to connect with them in a deeper way.
You can't help your clients if you don't understand their deepest needs, desires, and struggles.
You can't attract potential clients to you, if you don't understand their deepest needs, desires, and struggles.
Thus, target market research is critical to having a thriving coaching business.
Market research will help you course correct, price, package, and uplevel your marketing. You’ll literally have the words for your sales page right from your perfect clients.
Here are 5 steps to conducting market research:
1. Be super consistent emailing your list. One time per week, minimum. The more consistent you are the more likely your people will be willing to take a survey or be part of your market research. Same goes with your Facebook groups if you are using them. Be of service in your Facebook groups Consistently. The more you show up the more you’ll be recognized and people will be willing to help.
2. Send an email invite to your people asking them to be part of your market research. Create a Facebook post inviting them as well- if you use FB regularly. Be VERY clear on what you want.
* WHAT it is you're asking for. Remember, not everyone knows what market research is, so the more detail the better.
* WHO you are and why you’re doing this market research. This is where you will establish your credibility. How will they benefit from speaking with you? We always want to be tuned into the WIIFM Radio Station (What’s In It For Me?).
* WHO you are looking for. Set guidelines of your ideal client. If you work with coaches, be clear about this so you don't have graphic designers reaching out to do the call. The clearer you are the better.
* THE GIFT they will receive for taking part in this call with you. This is the WIIFM factor, so be sure it is something they would love to have from you - it should have something to do with your specialty!
* And … always add a warm and welcoming picture of you - this will increase the amount of people who accept your offer.
3. Respond back quickly.
* Before responding, have a quick look at their website, Facebook page or BOTH and make sure they're your ideal client - this is REALLY important. There is no point in speaking to someone who cannot provide you with the proper information.
* When you respond back, speak like you do with your peers, try and say something that connects you personally. "I love your Facebook page!" Or "Your website is beautiful." Let them know you're just as invested and you take this seriously.
* When someone responds "YES" on a FB invite, respond back to them in a separate comment - this will bump the post back to the top of the group for more people to see. SUPER important, especially in larger groups.
* Let them know you are DMing them with all the information and look forward to connecting. Always say THANK YOU!
* If someone responds “YES” from your email, reply back and send them the information and that you look forward to connecting. Again, be sure to say THANK YOU!
* Attach your scheduler and let them know to choose the best day and time for them!
4. Prepare for the interview. Always show your appreciation for them helping you with your research. Get to know them and what they do (this shouldn’t be a long conversation and it should create a safe environment).
* Ask if they are ok if you record the call.
* Give a brief description of your program that you are doing target market research on.
* Talk features (weekly calls, private community, etc), timing (how many weeks or months) and goals of the program.
* Ask some questions based around the proposed program.
* Examples …
* After hearing about this program I'd love to know your initial thoughts... Do you feel this program is needed or wanted?
* Do you feel the amount of time is good, too long, too short?
* For a program like this, what do you think an appropriate price would be? Don’t tell them the price you’re thinking of before they answer your question. Have them answer the question first. If they don’t ask what you’re planning to price it, don’t talk about it.
* What is your favorite part of this program?
* Why is that so important to them? - This question asked over and over at the right times, will get to the heart of why your program is so needed - THEIR EMOTIONAL WHY!
5. Be a good listener. Are there any struggles coming up? Is she saying things like, "Oh man, this is exactly what I am struggling with"? Listen for those key moments in the conversation where you can connect even deeper. This is something I would take note of and if there is a fit - offer a discovery call to see how you can work together to solve these issues.
* This is where you can also hear the struggle and ask "What if you no longer had this struggle, what would your life be like then?"
* How important is that to you?
* Why is that so important to you?
* Get to that deeper emotional language and you will enhance your marketing and messaging with ease!
* You would be amazed at what you can discover (and the doors that can open for you) when you reach out and directly connect with your target market!
Have you conducted enough market research to know your ideal client at the deepest levels?
Target market research is not just something you do in the beginning of your business. It’s something you should do throughout your business.