You’ve heard the phrase ‘target audience’ or ‘target market’ flying around for a long time I’m sure. It refers to who you are aiming your products and services at. But to know who your target market is, you really need to consider who is your ideal client? Who is your business for? This could be behavioural or demographic, but you can consider this right down to the finest details.
Aiming your business at everyone is exhausting as you won’t stand out from the thousands of other businesses. You will be working tirelessly to win business as there will always be someone else doing the same thing, willing to charge slightly less. It’s not cost effective either.
A specialist always makes more than a generalist. Take a heart surgeon vs a General Practitioner (GP) for example, a heart surgeon has to train in one area – the heart, so goes to just heart surgeon training courses. Whereas a GP has to know a little about everything so has to go on more courses, spending more time studying and can not charge as much as a heart surgeon.
If you don’t want to be ‘over worked and underpaid’ I suggest you keep reading……..
How about being the one and only plumbing and heating business in your area of does what you do? You’ll be the first port of call for anyone looking for your expertise. You won’t be competing tirelessly to win business. With careful marketing business will come to you.
It’s really important that you have an ideal client for your plumbing and heating business. An ideal client is defined as the following:
‘Someone who finds the perfect solution to their problems or needs in the services or products that your company provides. The ideal client is loyal to your company, frequently uses or buys your products or services and is likely to recommend you to friends and family’
I’ve broken this down and for a plumbing and heating business, please note the following:
Firstly, you need to establish what sort of plumbing and heating business you are, or you intend to be and who you want to serve. I suggest you specialise in a certain sector of your industry. That could be domestic or industry, commercial or site work, new builds, LPG, gas or oil. It could be geographical, i.e. you could be the best plumbing and heating business in Sheffield or in Brighton. The list is endless.
If your plumbing and heating business want to specialise in looking after domestic customers, then your business structure, set up, operations and the way you advertise is going to differ from a plumbing and heating business who just want to look after say letting agents, hotels or schools.
Do you want to be the local specialist under floor heating business, can react to breakdowns and emergencies within the hour, 24 hour call out, out of hours only, full house refurbs, just boiler replacements, just servicing and CP12s, specialist in cylinders, church heating, etc.
Diving further into the domestic market, do you want to be known as a high-end plumbing and heating business, who looks after the big , 5,6,7-bedroom houses? Or are you happy working on the average home in England which currently values at around £280,000. Or do you want to go lower end and go towards the cheaper end of the market? Perhaps you want to team up with housing associations or local councils. In which case you’re aiming your business at a whole different ‘ideal client’.
Having an ideal client in mind is so important for your plumbing and heating business because it will define how you present yourself and how you produce everything. For example, if you want to be a high-end plumbing and heating business that looks after domestic customers only, your vans need to be tidy, all your staff needs to be in neat tidy work wear. The language you use will be different. Also, you might want to highlight the fact that your insurance cover is a lot higher and is geared towards looking after luxury properties. Your whole cost structure is completely different to someone who is doing the opposite and looking after lower end domestic housing stock in England.
I hope this clarifies what an ideal client is, why your plumbing and heating business, needs one. Hopefully it gives you a bit of focus on how and where you want to take your business.
If you would like to discuss niching your business, please get in touch and we can dive into it together.
01273 569088 or 0114 4000119