Identifying Your Ideal Client
In my conversations with floral designers, I often hear how much they want to work with high-end clients. But once your financial needs are being met, other things become more important. For me it’s trust, and respect, and fun! I want to enjoy my work and the people that I create for.
When trying to identify the clients that I want to work with, I look no further than the clients that I have enjoyed in the past.
I had heard from several branding webinars that you should have a client avatar. A picture of your ideal client that you are “speaking to” in your work and marketing. In my business it has helped me tremendously to have clients that I provide multiple services for. Wedding clients don’t have to be one-time clients. I typically do showers, business launches, and interior styling services for past clients! The trust is already there, as well as an understanding of their style likes. This person has sought you out, formed a connection, purchased something they could not see, and now sings your praises to anyone who will listen. THAT is an ideal client for me. My avatar is a combination of these ideal clients.
When building a client avatar, you can pull the elements that you remember from your encounters, or you can ask the client directly about the habits, hobbies, and interests. I created a survey that asked about their favorite:
Books
Blogs
Social media accounts
Cocktails*
Hobbies
Travel
Goals
Home Decor
(*all my favorite clients prefer champagne/prosseco/champage-based cocktails – like me! I think it’s about celebration.)
This can also be another professional that you love collaborating with. As you evaluate the responses, look for the commonalities. Key in on places to advertise - my faves don’t read wedding blogs….
I also asked about pain-points in daily living, how our services helped them, and why they chose us. Repeatedly I got the response that I help pull together the total look, not just the flowers. People who appreciate my big opinions!! #winning
So, my ideal client loves home decor and hosting and is open and thoughtful. Entertaining is a priority and they like to hire professionals and let them do their jobs. They carefully vet their pros and then let them work. They like to celebrate and host events for almost any reason. They want their events to have the latest trends, but also traditional elements. I have realized that I am a new-traditionalist, and so are my ideal clients.
Conversations about home décor have led to holiday decorating business and interior design projects. Sometimes it has just led to them trusting my taste more or feeling better understood. I ask prospective clients about how they live, so that it informs their wedding design and reflects them and makes them feel comfortable. I also suggest items for the design that have deeper meaning or may be added to their home décor and become future heirlooms. For my ideal client this is important and make a spend more valuable.
People will tell you what they value. And for me, this information shaped my business and gave me the confidence to charge for Event Design.
As a small aside, if I felt disconnected or we reached a stressful point in the process I could invite them out for a cocktail. Yep, sometimes we do a finalization meeting over champagne – it feels celebratory. I started to lead more with my personality in consultations and started to be less formal.
I am looking for connection, and ways to be valuable. But what I offer is also valuable - my favorite clients have told me so. So, a red flag for me is when a prospective client doesn’t want to share information. We are starting a relationship that may continue for years – My longest and two favorites are 15 and 18 years respectively. I want to know them and like them. It is a give and take, so I am looking for people who by the end of the Zoom or meeting are starting to open up to me. It helps me to serve them better. Of course I also work with clients that are not my ideal and do a great job. But I focus my efforts on the clients that can be long term, repeat customers. My job becomes easier, the more I know the client and I can serve them better.
So take the time to find out what makes a great client for you. It can be scary to ask for information, but the perfect time is when you both are still on a high right after a successful event. They will be happy to tell you what your strengths are!
Best always,
Isha