Written by Deborah Drummond
There is no doubt you’re a successful, dynamic and heart-centered business person. Like everything in life, there is always room to learn and grow, and being a top performer is something we should all aspire to.
Top Performance doesn’t mean you need to completely revamp what you have done thus far. It’s more about tweaking or re-looking at how you strategize and market in order to get better results in a shorter timeframe.
This means being open to spending more time in the front end of your business during the research stage. Most people are anxious to get to the “fun stuff “, specifically making the sales and the money. It might be a challenging thought when you are already in business and doing okay. You might want to be making more money or having the ROI on your marketing happen quicker. However, there can be hesitation to go back into what feels like the beginning, and making some tweaks.
Enjoy the new knowledge and remember it’s not the hours, it’s the minutes that shift your business. Here are some ways to get started.
Your Ultimate Client
The first place to examine when reaching for Top Performance is understanding your “avatar”, or who you consider to be the ultimate client for your business. Truly knowing your audience and prospects is a critical piece of importance. You may think you already know who your target audience is, but it is important to dig much deeper than you probably have so far.
If you have created a standard “avatar questionnaire” in the past, then you have already done more work than 80% percent of other people in business. However, if you have never done a questionnaire, then it’s time to do so. You’re more than likely spending money on marketing based on partial assumptions, which will cost you a lot of time and money. Top Performance comes from knowing the details, and you will be happy you did the work to find those details out.
Creating an “Avatar Questionnaire“
Be sure to ask more than age, gender, and geography. It is important to make sure you ask a variety of questions. Some fantastic questions include:
– if they have pets, and if so, how many?
– where do they go for dinner?
– what are their favorite stores?
– what kind of phone do they have?
– what are their favorite social media channels?
– what time are they on social media?
– what countries have they traveled to?
– what time of year do they travel?
– do they have children/grandchildren, and if so, how many?
– do they live in a condo or a house, own or rent?
Describe the advantages of what you do and ask straightforwardly how much they would invest for those kinds of benefits or experiences. The more you ask, the more details you have. This will then better reveal critical patterns in what you need to do for successful marketing.
Creating this questionnaire should take you at least 3 hours. If done correctly, it will take about 45 minutes to an hour for your potential client to fill out and will absolutely reveal your marketing moves. Ultimately, your sales will exceed in ways you never thought possible, even by just doing this ONE thing correctly. The effort is worth it.
Imagine knowing exactly what makes your prospects purchase. Imagine if you knew exactly where your prospects are hanging out physically and on social media, and how they spend their time and resources. If you knew all this, then you would 100% know if you have a solution for their problems.
To get a good reading, you will need to ask at least 20 people to answer this questionnaire; 30-40 is best. Be prepared to gift a lot of bottles of wine or even better, the exact bottle of wine they like – put that question on the list! By doing the questionnaire, if you choose to buy someone a bottle of wine, a box of chocolates or a gift card to a specific store, you will be able to start gifting personalized gifts. This will have a huge impact on your customers, because the gift you give them will make them feel that you genuinely care about them. You want your customers to view these gifts as more than “thank you” gifts. Rather, you want them to know you put some time and thought into it.
One final tip – don’t just do this questionnaire once, keep doing it throughout your business career. These days, relationship building is key to finding success, and Top Performers are using this helpful tool to make it happen.
Deborah Drummond is a celebrated Ultrapreneur. She is intentionally recognized for her pioneering work with women in business. In the past 30 years, with her passion for entrepreneurship and love for health and wellness, she personally has created 7 companies. She is the founder of DebDrummond.com, recognized as an international speaker, a #1 selling author, host of a successful podcast and media company, as well as an award winning Independent Founding Brand partner at Neora International. Deborah has inspired, educated and motivated audiences of 20k plus to stand to their feet. The only thing she loves more than rocking the stage and changing lives is being a mom to her daughter Chloae and her son Ocean. Deb absolutely loves the ocean and is going to be doing an incredible marathon tour across Ireland to raise money for women in music. This little dynamo is purpose-filled to live her mission to help women show up, stand up, and speak up, in their business and personal lives.