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In order to find your ideal client, you must first know who you are as a company, according to spokesperson, coach and strategic advisor Vincent Fournier. (Photo: Courtesy)

Leaders and words. If there’s one word that irritates speaker, coach and strategic advisor Vincent Fournier, it’s “Mr. and Mrs. Everyone.”

book author Boost your business You hear it often from the mouths of entrepreneurs explaining who their product or service is.

“This is the worst answer you can get. Why?” he wrote in his book because “Mr. and Mrs. First of the world,” does not exist. According to him, this expression means the absence of target customers, which prevents you from positioning yourself well, “because your attempt is the desire to speak To everyone, you end up not talking to anyone.”

This is one of the tips he gives in his book, which he considers not as a recipe to follow, but as a strategic guide.

“We have to take the nose off the operations,” he said in a phone call. By thinking more strategically, we can accelerate our business. When we get too involved in operations, we take action based on what’s happening now. But then we will make emotional or rational decisions that do not serve our goals.

The customer is at the heart of his priorities

The book is divided into five pillars. The most important is the customer column. “If the customer is not our top priority, then there is no business,” the author simply sums up in an interview. However, he considers that this basis is still very neglected. In addition to poor targeting of his target customers, the entrepreneur often does not know them. Therefore, it is necessary to create a database to collect basic information (age, place of residence, gender, etc.) about its clients.

“I’ve been in the business world for over 30 years, a third of them as an entrepreneur, and I’d like to tell you the advice I wish I had received earlier in my career was: Find your ideal client,” he wrote. Thus it adheres to the Pareto Law, which states that 20% of customers represent 80% of the turnover. This therefore means that some of them must be prioritized. Vincent Fournier believes that small and medium businesses can increase their revenue by 30% once they decide who they really want to talk to.

Know yourself well

In order to find your ideal client, you must first know who you are as a company. This critical step is taken in the management pillar. Vincent Fournier quotes American management expert Peter Drucker as saying: “The most important cause of frustration and failure in companies comes from inadequate reflection of the company’s raison d’être or mission.”

To develop his business vision, he emphasizes that it must be accurate in time; Optimistic but realistic. Measurable motivate and inspire. and frank.

After this stage, which forms the foundations of the house, as well as those related to the customer, the author suggests the pole of attraction, that is, to which the consumer should be attracted. He warns against the temptation to focus on selling rather than the relationship with the customer. why ? Because consumption by utility has become the exception. “What I now call a ‘consumer-actor’ consumes for pleasure, affiliation, or even compensation. He wants to live an experience and be an integral part of the buying process.” Therefore, the marketing approach should take this into account.

The last two pillars are operations and management. First, it’s about turning their potential customers into ambassadors for your products and services. It is to maintain impeccable relationship with clients. For the last pillar, the goal is to better define and achieve its goals, which means ensuring close monitoring and properly measuring its results. “A GPS without an end destination is useless,” Vincent Fournier says. With this book, the author hopes that the entrepreneur or freelance worker will have a more global view, which will allow him to be more efficient. Therefore, he invited her to work more on her work rather than her work on her work.

Boost your business It was published by Béliveau Éditeur.

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