Finding Your Ideal Customer

When you read in the title of this blog—“Ideal Customer”—what came to mind? Perhaps you thought of an account you once had that gave you a lot of business. Maybe the name of a company that you currently work with popped into your head. Or, maybe it was someone who greeted you warmly, listened to your suggestions, bought your goods and services, and made you feel like you were a part of the team.

Lucky you!

For me, defining the ideal customer comes down to two things: personality and the relationship. In my 30 years of sales, I have hit the sweet spot fewer than a handful of times. But like the perfect golf swing, there’s nothing quite like it.

  • My ideal customer calls me and asks for my opinion when he/she has a problem and needs advice on how to solve it. My expertise is recognized and valued.
  • My ideal customer understands that there are cheaper prices out there, but buys from me for a reason that goes beyond price: Value.
  • My ideal customer asks for better prices on occasion and is accommodated because the request is the exception and not the rule.
  • My ideal customer rewards such price concession with his/her continued loyalty.
  • My ideal customer heartily recommends me to others, both inside and outside of the company.
  • My ideal customer becomes a friend.
  • My ideal customer pays my invoices promptly as a way to say, “Thank you!”

In 30 years of selling, I have been fortunate to have customers who’ve not just come close to meeting these definitions, but hit them on the mark. These descriptions have become the measuring stick against which all of my client relationships are defined.

By being impeccable with your word and selling solutions, you will become the kind of sales person that will attract this ideal customer. Such buyers are out there, and they are looking for you.

You can receive Bill’s free sales tips and “Short Attention Span Webinars” by going to and clicking on “Free Sales Training.” Bill can be reached at 781-934-7036.

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
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  • Jim

    I was such a customer to my print distributor and in turn had a couple of customers that fit the bill. Those were the good old days that are even more appreciated now!

  • Kevin

    Bill’s article as well as the comments were excellent. I am in my 30th year of print sales as well and fondly remember the time when clients saw me as a trusted resource. I still have a few like that, but the electonic age has changed the game. Thanks for the trip down memory lane.

  • Dosso Mebeti

    very good article,not much to add,thanks Bill!