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Your ideal client is the foundation of your house. I, like most entrepreneurs, didn’t know when I started my business that just having a “niche” was not accurate or precise enough to create the success that I was after. Let’s face it: your business is you, so you have to love all your clients. You are no longer employed by someone else, in a job where you have to do what your boss tells you and work with people that you don’t necessarily like. You’re the boss now, so you’ve got to love what you do and the people you work with. Picture your clients as the frame that your house is built around. The large bottom part is your target market – the concrete foundation that holds the house together. The walls are your niche that you most want to appeal to, but the roof is where it’s at. They are your ideal clients. So you have to figure out what those folks at the top want to hear from you. It’s not always about money for them, it’s about growth. Do you have what they want? Here’s a question to ask yourself: “Which clients are my favorites and why?” You’ll be making a huge mistake if you only focus on what you do. Focus on the values of your ideal clients, because it will tell you about your own values – and you’ll be speaking the words that they want to hear. It’s the foundation of your house, so make sure it’s solid!

• Always highlight your irresistible Juicy benefits. These are the shutters, the crown molding, the landscaping of your house. It’s curb appeal! It is your unique way of describing how you can change someone’s life. In the end, your credentials don’t matter as much as how their life is going to change once they give your their money. This is where you tell them the benefits of working with you. NOT how many years of experience you have, or the huge mega-companies you’ve worked with, or all the workshops, workbooks and CD’s that they’ll get with your program. These are features, not benefits. Spend the time, dig deep, and have a juicy benefit statement ready to go for every form of service that you provide. This is your opportunity for getting clarity so that your marketing can stand out. These statements help you to know your value so you can charge more. Find the words to say why you’re different than everyone else out there.

Consider a restaurant. Every restaurant designs recipes, menus, buys food, prepares food, cooks, serves, cleans, markets, sells, etc. Some will focus on the high-end, others in the fast food markets. The winners are the ones with consistently delivered processes aligned to their target market, such as those with Michelin rosettes at the high-end and McDonald’s at another. By keeping your target customers in mind and continuously improving your processes then the return on investment (ROI) will include:

• Increased market share
• Increase revenues and profits
• Reduced waste and costs

The Return on Investment (ROI) benefits come from implementation of the improved processes such that they guide day-to-day processing at the individual level. No longer do members of staff have to worry about what their next activity is in a process, what they need to do, how they do it, when they do it, and or where it is performed. These processes make it difficult for staff to skip activities, do them in the wrong order, or too late or too early. The benefits are increased efficiencies, improved quality, increased output, fewer errors, and improved compliance all leading to better customer outcomes. One of the most important impacts of BPM on an organization is ‘consistency’ in output. Business Process Management as a discipline starts by identifying the existing processes in an organisation. These are sets of activities each with inputs and output that helps an organisation create value for its customers. They can include Operational, Maintenance, Supporting, Marketing, Supply, and Sales Processes and more. They need to define what a customer is in the context of them and include.