If you try to be everything to everybody, you will be nothing to nobody.

People can't help you if they don't know what helping is. When you ask for referrrals, for instance, if you don't specify who you are looking for, don't be upset you didn't get leads. If you don't know your ideal client, how can your referral source know?

So who is the ideal client?

I will tell you who it is not. It is not "everybody." It is not "anybody who is open-minded to improving their business." Of course, you may sell to others outside your ideal target. However, the idea here is that when you proactively "referral" prospect - as I call it- versus have leads come to you and ask for your services, you must know who you ideally can help and who you may not.

In addition, if you don’t know who you can help, then that person who you want to help will certainly have no idea you can help them.

Figuring out your ideal client can be challenging. To help you, ask yourself the following questions about who could benefit the most from your solutions:

(Note: Unless you are a one-person, brand-new company, your current company has a history of clients. Find out who the top clients at your company are and then apply these questions).

-What are the company's annual revenues?

-What industry is the company in?

-What is its annual revenue?

-Is it publicly or privately traded?

-How many locations does the company have?

-Tangible or intangible service? (Product such as office equipment or services such as customized sales training

-How old is the company?

-Where is it located? City? State? Zip code?

-Where is its headquarters?

-Is the company growing?

-Is the company planning on moving to new offices?

-Did the company just move to a new office?

-If your sale involves a company switching to your product, who did the company typically use prior to the switch?

-Who is the decision-maker? VP of Sales? CEO? CFO? Controller? Owner?

-What is the personality of the decision-maker?

-Is the decision-maker on LinkedIn?

The ideal client has those characteristics you can find through means other than asking people. In other words, if you wanted to find your ideal client, you could create a list merely by scouring the Internet or going to the local library.

So who is TBN Sales Solutions ideal client?

-Outside salespeople who call on accounts in person

-Telemarketing department that cold calls inside

-$1 million - $100 million in annual revenues

-Base salary of $40,000 + $100,000 with commissions

-Base salary of $50,000 + $85,000 with bonuses

-Monthly, quarterly quotas or annual targets

-Multiple locations with headquarters in a major city

-Company is at least ten years old

-DM is VP of sales or owner

-Technology company


-Printers/web designers/graphics company

-Realtors (100 percent commissions)

Mortgage brokers (100 percent commission)

-Financial planners (100 percent commission)

-Insurance agents (100 percent commission)



-Sales conferences

EXERCISE - Who Is Your Ideal Client?

Examine the last five customers you or your company sold.

Write down the top twenty characteristics of each customer.

Compare your results of all five customers

Take out a sheet of paper and label it "Who is my ideal client?"

Write the ten most common measurable characteristics



Happy selling!