Written By
Jon Mailer
CEO & Founder – PROTRADE United
Author of ‘Not Just a Tradie’
Written By
Jon Mailer
CEO & Founder – PROTRADE United
Author of ‘Not Just a Tradie’
In many cases the saying “Less = More” is true. And in marketing for small business, it is the truth. It can also be the difference in whether you Win or Lose Quotes.
If you aim to attract everyone, you will be nothing to no one!
The dream customer is ALWAYS a person!
The dream customer is ALWAYS a person!
A scattered approach to your marketing and aiming to please everyone is a recipe for disaster. By reflecting on your current customers, you will find that 10-15% will fit the smaller end, 10-15% fit the larger market and 70-80% are the majority. However, within the majority, therewill be ‘sweet spot’ that will be your DREAM CUSTOMER.
Hint – the dream customer is ALWAYS a person!
This is whom you should be investing your marketing resources (money, time & energy) to attract! This includes:
The Message you will be communicating; what you do, the reasons why they shouldchoose you, how to contact and engage your services
The Medium to use to communicate your Message; direct communication, referralpartners, email, SMS, etc.
The following tool is designed to help you identify your ‘perfect/dream’ customer that if you could attract 10 X of these tomorrow you would jump at the opportunity.
They fit the following:
• The work you do for them is Profitable (in comparison to other jobs/clients) – at theminimum GP% you require for your business
• They Pay on time – according to agreed terms
• They are a Pleasure to work with – you have aligned values
• They are almost a Partner in your business – being a repeat customer and have a solidreferral network
• There is an easy Pathway to the decision maker – not too many hoops to jump through toget answers
• They are willing to follow you and trust your Process.
To identify the dream customer for your trades business, a quick reality check is required.
• Start by listing all the types of customers that you currently serve. Be as detailed as you can regarding age, sex, income, industry, location, etc. You will probably discover that you have a broad range. (Perhaps too many!)
• Now of the above, describe the type of customer that you ‘do not’ wish to attract. The nightmare customer that you have experienced before! Commit to never engaging with this type of customer again!
• Of the customers you have worked with previously who fits the description from the 6 x P’s? At least 5 out of the 6 criteria?
Written By
Jon Mailer
CEO & Founder – PROTRADE United
Author of ‘Not Just a Tradie’
Australia and New Zealand’s #1 Business Coaching and Advisory Organisation, dedicated to the Trades and Construction Industry. With over 20 years of practical experience, we have a proven track record of helping more than 3900 business owners gain greater clarity, consistency and choice.
Australia and New Zealand’s #1 Business Coaching and Advisory Organisation, dedicated to the Trades and Construction Industry. With over 20 years of practical experience, we have a proven track record of helping more than 3900 business owners gain greater clarity, consistency and choice.
1. What are their demographics?
• Age
• Sex
• Nationality
• Income
• Stage of life
• Marital status/kids
• What do they do for a living?
2. What are their biggest needs, wants and desires?
3. What are their biggest problems/frustrations/concerns/doubts & fears?
4. How do they like to be communicated with? Email, Phone, Socials, in-person, etc.
Now it’s time to step into your potential client and see through their eyes. The more you let yourself go for this, the deeper your experience will be, and the more you’ll be able to lead and influence.
Imagine your Ideal Customer
Imagine your prospect as their mind is consumed with the desire to experience the ultimate outcome you listed. Also picture them as they worry over their biggest problem and how it’s holding them back. With that scene so clear in your mind, pretend that you’re them, and finish this sentence:
“If I could just…
Once you have created the above, you are now in a more informed position to
Ideal Customer
Professional couple with kids
✓ Living within 10 km of the office/warehouse
✓ Joint income >$200,000
✓ Own their own home
✓ They are time poor and want to be guided in the decision making/problem solving process.
✓ They desire reliability, open communication (via SMS or phone), follow up and want a company they can trust to do the job right the first time
✓ They want to be able to pay on completion with minimal paperwork and hassles.
“If I could just… find an electrician who communicated professionally, showed up on time, did the job properly the first time, tidied up before he left!
Ideal Customer
✓ Building/asset manager for a company that managed small shopping centres (under 20 premises)
✓ Shopping centres within 20 km of the office/warehouse and new/under 30 years old
✓ Their building managers are time poor and want to ‘look good’ with the decisions that they make with their choice of contractors
✓ When breakdowns occur, a response time of under 4 hours
✓ Transparent maintenance contracts
✓ They desire a reliable relationship, consistency of service, open communication (via SMS or phone), follow up and want a company that can take the hassles out of paperwork and compliance.
“If I could just… find a contractor whom I could trust to show up when they say they will, deliver under budget and take the hassles away from me doing my job!
For more assistance, please reach out to the team at PROTRADE United.
1. What are their demographics?
• Age
• Sex
• Nationality
• Income
• Stage of life
• Marital status/kids
• What do they do for a living?
2. What are their biggest needs, wants and desires?
3. What are their biggest problems/frustrations/concerns/doubts & fears?
4. How do they like to be communicated with? Email, Phone, Socials, in-person, etc.
Now it’s time to step into your potential client and see through their eyes. The more you let yourself go for this, the deeper your experience will be, and the more you’ll be able to lead and influence.
Imagine your Ideal Customer
Imagine your prospect as their mind is consumed with the desire to experience the ultimate outcome you listed. Also picture them as they worry over their biggest problem and how it’s holding them back. With that scene so clear in your mind, pretend that you’re them, and finish this sentence:
“If I could just…
Once you have created the above, you are now in a more informed position to
Ideal Customer
Professional couple with kids
✓ Living within 10 km of the office/warehouse
✓ Joint income >$200,000
✓ Own their own home
✓ They are time poor and want to be guided in the decision making/problem solving process.
✓ They desire reliability, open communication (via SMS or phone), follow up and want a company they can trust to do the job right the first time
✓ They want to be able to pay on completion with minimal paperwork and hassles.
“If I could just… find an electrician who communicated professionally, showed up on time, did the job properly the first time, tidied up before he left!
Ideal Customer
✓ Building/asset manager for a company that managed small shopping centres (under 20 premises)
✓ Shopping centres within 20 km of the office/warehouse and new/under 30 years old
✓ Their building managers are time poor and want to ‘look good’ with the decisions that they make with their choice of contractors
✓ When breakdowns occur, a response time of under 4 hours
✓ Transparent maintenance contracts
✓ They desire a reliable relationship, consistency of service, open communication (via SMS or phone), follow up and want a company that can take the hassles out of paperwork and compliance.
“If I could just… find a contractor whom I could trust to show up when they say they will, deliver under budget and take the hassles away from me doing my job!
For more assistance, please reach out to the team at PROTRADE United.
Use a powerful diagnostic business tool, to understand the current reality
Uncover the obstacles that may be holding you back from more profits, time and freedom
Craft a realistic action plan to produce results in the next 6-12 months
Gain recommendations specifically designed for trades and construction businesses operating in Australia & New Zealand
