As consultants we need to clearly understand our prospective clients to find and serve them well. In addition, we also need to be intimately familiar with our clients’ customers to provide the best counsel. Therefore, client definition and targeting strategies need to be spot on!

Many of us believe we know who our ideal client is, what their challenges are, how our service solves those challenges, and how they evaluate service providers. Unfortunately, few business owners invest much time on client discovery and validation interviews, before launching a new business or service. Very rarely do we ask ourselves, “What are the costs to both me and my clients if I get it wrong?”

Maitri Meyer of Actually Done will lead us on a fun metaphoric discussion to improve our client targeting. Using Recycle Right as a case study, she will get us discussing what makes a buyer buy.  She will cue us up with a fun metaphor on the recycling journey and the costs of wishful recycling, share an example from her business, and facilitate a discussion on our targeting experiences.

Let’s pool our expertise to identify the risks of misunderstanding our buyers and come up with creative ideas to mitigate those risks.