1. Who are your ideal customers?

Who are your ideal customers? Who do you serve the best? With whom do you make the most profit? Who do you enjoy working with?

2. What are they looking for?

What are their points of pain? What do they wish they could improve? How do they evaluate their options? What are their rational needs and what are their emotional needs? What do they want more of and less of?

3. What is your outcome?

What is the benefit you’re committed to delivering for your customer? How will you make their life better or their business stronger?

4. What is your because?

Why should they believe you can deliver your outcome better than your competition? What language will they use when they refer you to someone else? “You have to use them because…”

These questions are easy to understand, but can be hard to answer effectively. Those companies who have the best answers regularly outperform their competition.

Finding your answers is not a destination, it’s a journey. The best companies ask them over and over, navigating their way to greatness. Any one of these answered well can change your business.

 

Your Name:

How are we doing?

Rate your business on each factor. 1 to 5 scale. 1 = Bad; 5 = Great

1. We have defined who our ideal customers are, and who they are not. 
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2. We deeply understand our ideal customers and what they're looking for.
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3. We are clear on the outcome we want to provide to every customer.
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4. We have a clear, compelling "because" or reason why our customers will believe in the outcome we promise.
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5. We deeply understand our competition.
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6. Our outcome and because are different from our competitors.
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7. We have a specialty that we're known for and do better than others.
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8. We have tried new ideas and approaches in the past 12 months.
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9. We have a written business plan that everyone in the organization follows.
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10. We have written goals that everyone is working towards.
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Who is your ideal customer? What insights do you have about them?

Ideal customers could Include:
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a) Ideal for your product or service
b) Most likely to purchase
c) Most profitable
d) Most frequent
e) Spends the most per transaction
f) Most referral business
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g) Best opportunity for long-term business
h) Easiest to work with
i) Most enjoyable to work with
k) Least well served by your competitors
l) Best served by you Easiest to find/advertise to
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Describe your ideal customers.

Who are you trying to influence? (company or person).

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What are your insights about them?

What are their hopes, fears; and frustrations?
What do they want more of and less of?
What drives their purchase decision?

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What is your Outcome?

What is the specific outcome you deliver to your customers? Look at the language you use in your advertising, in your sales materials and on your website. Is it focused on the benefit to the customer, or does it stop with talking about your product or service?

What are the key outcomes you deliver? Are they truly valued by customers?

What is your Because?

Your because makes your outcome more believable and repeatable. Your because should be a supporting point to your outcome. When people share or recommend your business, they want something specific, unique and compelling to say.

What are some believable, repeatable statements that support your outcome and are unique to you?

What's your Because - Idea Starters (How do you do what you do so well?)

Something competitors haven't done, can't do, or won't do. Related to your outcome.

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a) Statistics - "98% of..."
b) Social Proof (testimonials, impressive clients)
c) Proprietary processes or methodology
d) Unique ingredients or materials
e) Unique company structure (we work with XX) collaborate across divisions)
f) 3rd party awards, certifications, etc.
g) Claim - level of purity, effectiveness
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h) Track record of success (% on-time completion, etc.)
i) Testing process/quality substantiation
j) Exclusivity (we are the only/largest, only
k) Specialization
l) Unique/novel approach
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Outcome:

What are the key outcomes you deliver? Are they truly valued by customers?
(These come from your Insights)

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Because:

What are some believable, repeatable statements that support your outcome and are unique to you?

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