- Recently, I was sitting in traffic along a busy section

- 最近，我坐在一個繁忙路段的車流中。

of road near my home and noticed one of those signs spinners

在我家附近的道路上，我注意到其中一個標誌旋轉器。

standing out at the upcoming intersection,

在即將到來的十字路口站出來。

attempting to lure customers to the local mattress store

試圖將顧客引向當地的床墊店

in the adjacent strip mall.

在鄰近的帶狀購物中心。

When we think of the various sales and marketing approaches

當我們想到各種銷售和營銷方法時

we are exposed to every day,

我們每天都會接觸到的。

seeing an approach like this reminded me

看到這樣的做法讓我想起

of just how important knowing your ideal customer is.

瞭解你的理想客戶是多麼重要。

This is certainly the shotgun approach,

這當然是獵槍式的做法。

blasting a message to the masses in hopes

向大眾傳遞一個資訊，希望

that one person out of 1,000 thinks, "Hey, you know what,

1,000人中有一個人認為，"嘿，你知道嗎？

I wasn't really interested in a mattress,

我對床墊並不真正感興趣。

but suddenly I am."

但突然間我就成了。"

It's not a very effective approach,

這不是一個非常有效的方法。

yet companies and salespeople do it every day.

然而，公司和銷售人員每天都在這樣做。

Instead of thinking about

而不是考慮到

how many possible people could buy your product

有多少人可能會購買你的產品

if all the stars aligned appropriately,

如果所有的星星都適當地排列起來。

I want you to start thinking about who in the marketplace

我想讓你開始思考，在市場上有誰？

is your product or service most likely to help quickly

你的產品或服務是否最有可能迅速幫助你

and effectively solve a problem,

並有效地解決一個問題。

and then work backwards from there.

然後從那裡開始倒退。

So what is an ideal customer, anyway?

那麼，到底什麼是理想的客戶呢？

An ideal customer could be described as:

一個理想的客戶可以被描述為。

A customer who values your product or service.

一個重視你的產品或服務的客戶。

A customer whom you can make a profit from.

一個你可以從中獲利的客戶。

Sorry folks, but this is a business, ya got to make money,

對不起，但這是一門生意，你得賺錢。

or you won't be in business very long.

否則你的生意就做不長了。

A customer who'd be willing to refer you

一個願意推薦你的客戶

to other potential customers.

給其他潛在客戶。

Start with the smallest market possible.

從儘可能小的市場開始。

If you identify a very focused group of potential customers

如果你確定了一個非常集中的潛在客戶群

that have the highest likely degree of success

成功率最高的項目

with your product or service,

與你的產品或服務。

you will gain credibility faster

你會更快地獲得可信度

and be able to expand your customer base.

並能夠擴大你的客戶群。

Think of your ideal customer through the ready, willing,

通過準備好的，願意的，思考你的理想客戶。

and able framework.

和有能力的框架。

Let's take a look at them one at a time.

讓我們一個一個地看一下。

First, are they ready?

首先，他們準備好了嗎？

Issue: Do they have a problem that they need solved?

問題。他們是否有一個需要解決的問題？

Awareness: Do they know they have a problem?

意識。他們知道自己有問題嗎？

Motivation: Do they have a sense of urgency

動機。他們是否有一種緊迫感

to solve their problem?

來解決他們的問題？

Next up, are they willing? And this starts with timing.

接下來，他們是否願意？而這要從時機開始。

Are they ready to solve the problem today?

他們是否準備好今天就解決這個問題？

Are they searching?

他們在尋找嗎？

Are they currently looking for solutions

他們目前是否在尋找解決方案

to solve their problem?

來解決他們的問題？

And finally, are they able?

最後，他們是否有能力？

The first category here is money.

這裡的第一類是金錢。

Do they have the budget to solve the problem?

他們有預算來解決這個問題嗎？

Next is authority.

接下來是權威。

Do they have permission or approval

他們是否有許可或準許

or the decision-making authority

或決策機構

to actually solve the problem?

來真正解決這個問題？

Now, how do we find these customers

現在，我們如何找到這些客戶

that are ready, willing, and able?

準備好了，願意了，能夠了？

Start by creating ideal customer personas or profiles.

從創建理想的客戶角色或簡介開始。

Customer personas include the following information:

客戶角色包括以下資訊。

What's the ideal industry

什麼是理想的行業

your best potential customer is in?

你最好的潛在客戶在哪裡？

The ideal title or experience that they have.

他們所擁有的理想頭銜或經驗。

What's the ideal buying cycle for your product?

你的產品的理想購買週期是什麼？

Meaning is the customer ready, willing,

意味著客戶是否準備好了，願意。

and able to purchase your product when you need them to?

並能在你需要時購買你的產品？

And then the ideal location, meaning your product

然後是理想的位置，即你的產品

or solution is geographically aligned

或解決方案在地理上是一致的

to where your best customer is also located.

到你最好的客戶也在的地方。

One of the easiest ways to get started

最容易開始的方法之一

with customer personas is to build them

構建客戶角色的方法是

around your best current customers.

圍繞你目前最好的客戶。

If you've got a handful of great customers today

如果你今天已經有了少數幾個偉大的客戶

who love and appreciate you and your product,

他們熱愛並欣賞你和你的產品。

then you're going to want to clone 'em.

那麼你就會想克隆他們。

If you don't have this type of information

如果你沒有這種類型的資訊

readily available, talk to the person responsible

如果你想了解更多資訊，請與負責任的人交談。

for marketing at your company.

在你的公司進行營銷。

They should be able to provide you these types of profiles.

他們應該能夠為你提供這些類型的資料。

If you're a small business and you are both the sales

如果你是一家小企業，而且你既是銷售

and marketing departments, you basically have two choices.

和營銷部門，你基本上有兩個選擇。

First, you can do the research yourself

首先，你可以自己做研究

with the help of Google, LinkedIn, and others.

在谷歌、LinkedIn和其他公司的幫助下。

Or you can hire a market research company

或者你可以僱用一個市場調查公司

to help you build these target profiles based on your input

以幫助你在你的輸入基礎上建立這些目標檔案

and their expertise.

和他們的專業知識。

Remember, the key is to find the narrowest group

記住，關鍵是要找到最窄的群體

of customers with whom you can develop a quick

的客戶，你可以與他們建立起快速的

and effective partnership by helping them solve

和有效的夥伴關係，幫助他們解決

their urgent problem.

他們的緊急問題。

And you can expand from there.

而且你可以從那裡擴展。

(upbeat music)

(歡快的音樂)