How do I find my ideal customer

Three questions to help you find your ideal customers

You have been self-employed for a while. And it works ... somehow.

But the drive has largely passed.

Not because you don't feel like it anymore, but because everything is pretty viscous. Customer acquisition, organization, marketing.

It would be nice if things went more smoothly and with more drive.

And there really is a solution. It reads: Find more of your ideal customers.

Why is that important?

There are several reasons for this. And we'll go into that in a moment.

But the reason that is most likely to solve your drive dilemma is:

Ideal customers are the customers with the highest purchase probability

It is quite possible that this consideration seems money-driven to you. Chances are that you are uncomfortable with making sales one of the main drivers of your business.

But the point is ... you owe it to these people to make very good deals.

Because this is exactly what you need time, leisure and further training. And drive.

What makes these special customers different?

Of course, I cannot speak for your ideal customers, but only for ours.

Our customers want to achieve certain corporate goals NOW. Not tomorrow, not next year, not sometime.

And they have a lot to offer ... They are well-read, enthusiastic and inspiring, courageous, unconventional and do not allow themselves to be stopped by obstacles.

You know, castles in the air are not a cozy place to live even at 20.

They want to know how their dream is possible even under less than optimal conditions. (And we are real experts for that ...)

The question remains:

How do you find more of your ideal customers?

The question is not wrong. But more precisely it has to be: What do I have to do so that my customers can find ME?

Because in order to have a regular flow of new customers, you cannot find every customer yourself. Customers have to find YOU.

How do you do that?

Three questions will help you:

Question # 1: Who are these people?

You may think I already know. Target customers, targeting, segmentation and all that stuff. I know that already.

But I don't mean to have to know everything except the underpants size (and brand) or to know what customers eat for breakfast. That's not what it is about.

Although it doesn't hurt.

It's about understanding these people.

It's about knowing your wishes, hopes and problems - and incorporating them into your marketing. Why? Because especially when it comes to coaching, training and consulting, people need the deep feeling that they are understood by you.

Read more in: What do your customers really want to buy?

That you KNOW what it's really about.

An example.

My newsletters used to be so-so. At some point I started sticking photos of my clients on a project wall in my office, with notes. Anna, Judith, Marna, Andrea, Philipp, Carsten, Hubert, Kurt, Volker, Helga ...

I learned

  • that many men like to cook (and do well) (and many women do not ...).
  • that they jog, do weight training or yoga and love to travel.
  • that they find FB rather superfluous and that some prefer to place orders by fax.
  • that loneliness can be a real killer when it comes to self-employment ... and much more.

Over time, I changed my newsletters. I adapted the content to the interests of our customers. And we soon noticed that in our sales.

Is it about pretending?

No. It's about giving customers the details they are looking for.

What makes the people you are dealing with tick?

Question # 2: What are these people looking for?

You have long known that features, benefits, and utility are important. But that's not all customers look for before choosing a provider.

Find out what exactly your ideal customers are looking for.

What are the things behind things, the meta-desires that these people crave?

If someone wants to make their company better known, there can be many reasons for doing so. she would like to

  • work independently,
  • leave a boring job behind,
  • start again,
  • stand on their own legs,
  • make a difference, feel effective,
  • enjoy a lot of luxury,
  • save for old age,
  • support other people,
  • to be an example,
  • show how she could solve a problem
  • support their children.

Depending on who your ideal customers are, the motives are very different. And that should flow into your marketing.

Because the more precisely you tailor your offer to your ideal customers, the better these people will accept it.

Question # 3: Where are these people?

Knowing exactly who your ideal customers are can help you find out where they are. Are you in associations, in associations, in the entrepreneurship forum?

Maybe it's on a social network. Maybe that is at a certain event, for example with founders, medium-sized companies, female executives.

During our entrepreneur coaching, a client found out that his customers go to certain events. Together we worked out a lecture that he regularly uses to win several customers.

For a service that costs a five-digit amount.

Sometimes it helps to think “outside the box” when thinking about things. Sometimes new ideas help.


If you miss the drive in your work, it may be due to many points. But chances are that with more of your ideal customers, you'd quickly find your way back to more enthusiasm and fun.

Therefore, use our three questions as a starting point.

And if you would like support with this ... you know where to find us 😉



What can you do now?

Check out our resources for solo entrepreneurs.

The podcast: The niche problem: How much do I have to specialize in my business

Our workshop: create sales pages that attract customers