That Might Not Be Your Customer

Have you ever wondered why certain people don’t “get it”, or why the perfect sales pitch ended in “Thanks for stopping by” and why from time to time you will be riding the struggle bus and someone will still buy your products?

When I first started out in business I was a personal trainer. My mentor would ask me, “Who is your customer?” I remember it like it was yesterday. I told him, “Anyone that wants to get in shape and is ready to put in the work.” 

I thought I was so clever, I had a huge smile on my face… until he looked at me and said, “WRONG! If you try to talk to everyone, no one will understand what you are saying.” 

I am not going to lie, I had no clue what he was talking about and I’m sure about 50%+ of the people reading this article are in the same boat. Seven years later I get it. 

When you are new to business, you want to have a large group of people to show your product or service to because that means more possible customers, right? 

Nope, matter of fact you could not be more wrong in your thinking. Don’t get me wrong, I used to think the same thing but after a few bumps on the head I have figured out what my mentor was trying to tell me so long ago.

Everyone is not your customer!!!

I know you are thinking DUH Maurice, but this goes really deep. I surveyed several new business owners and about 85% did not know who their idea customer is. When talking to these leaders the answer I got looked like this:


“I work with people that care about their personal appearance.” 


“If they have something broken that I can fix.”


“People that are ready to take their business to the next level.”

What is wrong with these statements?

They lack direction, focus and details. While they may sound great when you look at each of the above statements, do you get a clear picture of what your customer looks like, thinks about, where they live and many other aspects you need to know when thinking about your ideal customer? 

What is an ideal customer?

 A customer that would get maximum value from your product and/or service. The individual would in turn would provide major value to the business in question. 

 Now let’s break that down into English.

Think about a list of all the things you would want a customer to do in order to reduce the cost of having them as a customer or to improve the value to your company…

Did you get it?… that’s your idea customer. 

My mentor defines them as your 10 out of 10’s. These are the people that you LOVE to work with, and they are excited about your offering. Aka, the perfect(ideal) customer. 

“not every shopper is your customer.”
-Maurice Davis