Is your customer dreaming about reaching their aspiration or are they driven?
Now this is a very important question for you to answer as it’s the difference between wasting your time and making a potential sale.
You see, each of your customers has an aspiration—something they want to accomplish (and it has nothing to do with you or your product or service, by the way—hear me clearly on that point).
If they are dreaming about their aspiration, they aren’t in action to accomplish it! They are wistful, and a little-to-a-lot apathetic about finding a way to reach the aspiration. It’s a nice dream, but it’s not motivating.
And they will never buy from you.
Stop believing that they will. They won’t.
You are powerful and can do many amazing things. But you cannot move a dreamer, a wisher, a hoper into action.
Your Ideal Customer must be driven.
Someone driven to reach their aspiration means they are a person in action, or willing to be moved to action. They are living with unacceptable tension. They are here, and they want to be there. Yet, they have no idea how to get from here to there (that’s where you come in).
Your job—with your marketing and sales hat on—is to increase your Ideal Customer’s tension just a little bit.
Enough for them to be in motion to find a solution. Enough for them to realize they really can reach their goal…with your involvement, of course. Enough to find a way to remove the obstacle that stands between them and their end goal (that way would be you).
Want an example? We could apply this to you.
Are you dreaming about a great business? About getting lots of customers and making lots of money? About leaving your j-o-b and living on your schedule…but doing little-to-nothing about it because you’re a little apathetic? You have no great reason to make it happen?
Or are you driven to have a great business? You sense the tension between where you are and where you want to be and that tension is not acceptable. So you are on it.
See what I mean???
The next time you are working with someone you believe to be just the perfect customer for you, ask yourself: are they dreaming about their aspiration or do they have some tension that you can bring to the surface so they are driven to achieve that aspiration?
Dreamer? It’s time for you to move on.
Driven? You’ve found your Ideal Customer.
Go forth and do great things,
Martha and Chris