Business Strategy Commandments – Know Thy Client’s Need

Imagine yourself booked and busy! You’ve finally landed your dream speaking engagement. You’ve seen yourself on stage in front of a crowd of hundreds and now that the world has reopened yet again, the opportunity to live your passion is at your fingertips. You’re on a flight to an entirely new city that you’re visiting for the first time and as you exit baggage claim and head down the escalators you spot a driver holding a sign with your name in big bold letters. All you can think to yourself is “Oh yeah! I’m exactly where I’m supposed to be!”

Driven by excitement and anticipation, you hop in the backseat of your ÜberBlack only to watch your driver put on a large pair of blacked-out goggles. As he puts the car in drive, you yell for him to stop – convincing him that there’s no way he can take you to your destination without being able to see. Despite knowing the route to your hotel, he can’t make it without a clear vision. Now imagine you are your ideal customer in this scenario, anxiously waiting for the opportunity to work with you. As the business owner, you’re the driver trusted to lead the client to a return on their investment. Yet, a lack of strategy has robbed you of the vision to successfully lead your business in the right direction (or any direction at all). 

Believe it or not, a lack of effective strategy has been one of the greatest pitfalls for entrepreneurs and business owners. Business strategy is a multifaceted and hugely beneficial approach to outlining the goals for your organization. Besides simply writing down business goals, a business strategy provides actionable steps that create more efficient workflows and processes, align with your core beliefs, resonate with your target audience, and set you apart from the competition.

It’s not enough to simply have all of the bells and whistles to attract your ideal client, strategy is implemented when you learn how to keep their attention in the long-term making them feel like you’re the best business to fulfill their needs. Aimlessly leading the hard-working folks who entrust you with their coins to deliver a service they can get nowhere else is unfair to both you and the client. It’s counterproductive, costly, and wastes precious time. Figuring out what makes your ideal client say, “Heck Yes!” or “Absolutely Not!” are critical to anticipating their needs and having a firm understanding of what they desire before ever spending a dollar with you. That dear friend is groundwork for a sound strategy.

So now that you’ve identified your ideal client, can you speak to their needs today, tomorrow, and next quarter? If so, kudos to you! If not, that’s your homework – define your ideal client’s wants, needs, and desires.