Unmask Your Ideal Customer
The best brands in the world aim their brand at a singular "ideal" customer who embodies the best characteristics of the most predictably profitable customers for their brands. Those brands create a profile of that person -- called the Ideal Customer Archetype -- and use it to laser-focus their marketing and sales strategies, messages, and activities. Attracting and connecting deeply with your most valuable customer with your marketing and in your sales process requires you to understand not only their demographic and firmographic characteristics but their hopes, fears, dreams, and desires.
If you identify your Ideal Customer but never actually engage them -- then what's the point?
Branding expert Deb Gabor and the team at her company Sol Marketing created an Ideal Customer Archetype based upon real-life interactions with clients they love. Sol's Ideal Customer is named "Lindsay," and the Sol team focuses their marketing and sales processes on Lindsay's needs and expectations, ensuring maximum efficiency for their efforts and budgets. Using the methodology shared in her popular books Branding is Sex and Irrational Loyalty, Deb Gabor will walk you through creating and using the Ideal Customer Archetype process to create a profile of your own "Lindsay," and sales expert and Chief Door Opener, Caryn Kopp, will teach you how to find her -- and more importantly -- engage with her in the sales process.
Featured Special Guest
Caryn Kopp is Chief Door Opener® of Kopp Consulting, whose services have helped thousands secure initial meetings at the Executive Level in almost every major company. She has been dubbed the Chief Door Opener® because she gets her clients “in the door” with their prospects. A best-selling author, internationally recognized speaker, and an expert in Business Development, Caryn can be seen in Inc., Fortune Magazine, Forbes and Newsweek. She is a faculty member of Verne Harnish’s Gazelle’s Growth Institute and is the Sales Messaging Coach for Scaling Up coaches worldwide. She also co-authored “Biz Dev Done Right” and wrote “The Path To The Cash! The Words You NEED To Bypass Those Darned Prospect Objections.”
Caryn received her MBA from NYU’s Stern School of Business and her undergraduate degree from Babson College. She has held board positions for the Entrepreneurs’ Organization, National Speakers’ Association, Enterprising Women Magazine, and is also a member of the Women’s Presidents Organization. Kopp Consulting has been recognized on the Inc. 5000 list for two consecutive years, was named one of NJ’s 50 Fastest Growing Companies, received the Stevie Award for Sales Outsourcing Provider of the Year, and named one of the 50 Leading Companies by Silicon Review. Caryn is the recipient of the SmartCEO Future 50, the Brava Award, the NJ BIZ 50 Best Women in Business award and was an NJ BIZ Business of the Year Finalist. Caryn also received leadership awards including the Top 25 NJ Leading Women Entrepreneurs, Enterprising Women of the Year and the Stevie Award for Female Entrepreneur of the Year.
Digital Downloads & Resources
The Ideal Customer Exercise
People don't buy from you because they understand what you do, they buy from you because you understand them. This exercise is about getting you into this mindset by encouraging you to identify the customer you most want to do business with.
Virtual Prospect Meeting: Best Practices Webinar w/ Caryn Kopp
When it comes to holding virtual prospect meetings, there’s a wrong way and a right way. AND, you don’t get a second chance. Caryn Kopp, Chief Door Opener, will guide you through what you need to know to get the best possible outcomes from prospect meetings.
Pinpoint Your Sweet Spot
Kopp Consulting is gifted at pinpointing the best opportunities and putting its clients face-to-face with key decision makers they otherwise wouldn’t have been able to access. Download this exercise to strategically map out your prospect list