Episode 116: Identifying the Ideal Client for your Regenerative Enterprise

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This week we are diving into a really important topic for businesses in general, but especially regenerative ones… your target audience. We will discuss common symptoms of not bringing in your ideal clients, the different ways we can mis-read who our target clients are, and how to get better at speaking to the right people, in the right way. By really understanding who is it we’re wanting to talk to, the language they use, and the challenges they’re having, we are better able to serve them and increase our positive impact.

As a regenerative enterprise, we serve not just our customers but also the planet, future generations, and the wider community. We are dedicated to creating businesses that generate value for all stakeholders, not just shareholders. To achieve this, it is crucial that we identify and understand our ideal clients.

The people we serve can change over time, and we need to constantly evaluate whether we are serving the right people in the right way. If we are, how well do we know them? And if not, how can we serve those we want to? Understanding our ideal client is critical because it affects our ability to attract and retain the customers we want.

The problem is that we often misunderstand the people we serve. We can think they are a good fit, but really they are not. Conversely, we can think they are a bad fit, but really they are good for us. We can judge them as the enemy, but really they are a friend. Often, we just don't know enough about those we serve, which creates misunderstandings that then lead to clients we don't want to work with, difficulties obtaining the clients we do want to work with, creating the wrong solutions for the wrong people, and not serving people, the planet, or the future in the way we want to.

So, how do we better identify and understand our ideal client? Firstly, we need to observe and interact. Start open conversations, listen to feedback, and observe everything. Read in between all the lines, pay attention to body language, and find the mavens - the people who are influencers in your industry or community. These are the people who can provide valuable insights into the needs and desires of your ideal client.

Secondly, we need to apply self-regulation and accept feedback. We must own our message, sales process, and marketing systems. It's essential to get feedback at all stages of your ideal client's journey and apply that feedback as it comes in. This is how we can refine our approach and ensure that we are serving our clients in the best possible way.

Once we have identified our ideal client, the next step is to frame the message and story. This is how we communicate with our ideal clients in a way that resonates with them. We need to understand their values, motivations, and pain points, and use this information to craft a compelling story that connects with them on an emotional level.

In summary, identifying and understanding our ideal client is crucial for any regenerative enterprise. We must constantly evaluate whether we are serving the right people and be open to changing our approach if necessary. By observing and interacting with our ideal client and accepting feedback, we can refine our approach and ensure that we are serving our clients in the best possible way