Defining your ideal customer

A practical guide for sole traders and micro businesses serving B2B clients

In the last post, we explored the three pillars of strong marketing: messaging, positioning, and findability. Messaging is about translating what you do into language your customers understand. But you can't speak someone's language if you don't actually know who you're speaking to. And here's the important part: your positioning and your findability depend on this too. You can't stand out from competitors or be found by the right people if you don't know who those right people are.

This is where your ideal customer profile comes in.

Why sole traders fear narrowing down

If you're running a small B2B business, you've probably felt the anxiety of narrowing your focus. It feels safer to keep the net wide. You might think, "If I can work with any business, surely someone will hire me."

But the opposite is true.

When you try to speak to everyone, you end up sounding generic, forgettable, and easy to ignore. Broad messaging blends in. Clear messaging stands out.

And yes, narrowing your focus may reduce the number of enquiries. But the enquiries you do get will be from organisations that value what you offer, understand your expertise, and are more likely to become long-term clients who refer others.

Quality over quantity is a business strategy.

Target market vs ideal customer

A target market is the broad group your business serves. Firmographics such as "tech startups with 10–50 employees" or "manufacturing businesses in regional areas" are a starting point, but they won't transform your marketing.

Two businesses can share the same industry, size, and revenue, yet have completely different priorities and buying behaviours.

Your ideal customer, on the other hand, is specific. They're the organisations and decision-makers who value what you do, pay you appropriately, respect your expertise, and are a pleasure to work with.

This is where organisational psychographics come in. Ask yourself:

• What are their business priorities?

• What drives their decision-making?

• What problems are they trying to avoid?

• What outcomes are they working towards?

Sometimes it's a pressing problem they need solved. Just as often, it's a strategic goal they're trying to achieve.

For example, a manufacturing business engaging a consultant probably isn't in crisis mode. They're looking to improve efficiency, reduce waste, or unlock capacity. That ambition is powerful and highly marketable.

Real examples from B2B sole traders and micro businesses

Consulting example: An IT security consultant discovers her best clients are mid-sized professional services firms who budget for prevention, not just crisis response. They value regular audits, documentation, and treat cybersecurity as ongoing risk management rather than a one-time fix.

Service example: A bookkeeper notices the clients who engage them on retainer are organised, responsive, and see bookkeeping as a strategic function. The clients who call only when they're in trouble expect miracles, question every invoice, and disappear until the next crisis.

Professional services example: A graphic designer finds that architecture and engineering firms make excellent clients. They understand the role of visual communication in winning tenders, respect the design process, and view brand consistency as a competitive advantage.

These patterns show you who you should be shaping your messaging, offers, and pricing around.

Before and after: the impact of defining your ideal customer

When you don't define your ideal customer:

• You feel like you're pitching into the void

• You attract prospects focused on cost

• You keep re-explaining your value proposition

• Business development feels exhausting

When you do define them:

• Your proposals resonate and convert

• Sales conversations feel collaborative

• You attract clients who value your expertise

• You stop competing on price and start competing on value

This shift moves your business from reactive to intentional.

How to find your ideal customer without guessing

You don't need market research firms. If you've served even a handful of clients, the clues are already in your project files, your invoices, and your memory.

Step 1: The "Best Client" audit

Choose your top three favourite past clients. Write down:

• Why you loved working with them

• What business problem you solved

• What outcomes they valued most

• How they behaved (clear briefs, timely decisions, trusted your expertise, paid on time)

Look for patterns.

Step 2: Go beyond firmographics

Firmographics tell you what they are. Organisational psychographics tell you why they buy.

Finish this sentence: "My ideal customer is (struggling with / hoping to achieve / working towards) X, and they value Y."

Examples:

• "My ideal customer is working towards sustainable growth and values strategic thinking over quick fixes."

• "My ideal customer is struggling with inefficient processes and values clear communication and measurable results."

• "My ideal customer is building a recognisable brand and values creativity backed by commercial insight."

Step 3: Ask them directly

If you have a great relationship with a past client, ask:

• What was happening in your business when you decided to engage me?

• What outcome were you hoping to achieve?

• What had you already tried?

Their answers are extremely useful for sharpening your positioning and proposals.

Turning your insight into a simple profile

You don't need a long document. A clear, one-page summary is enough.

Include:

• Who they are (industry, size, stage of growth)

• What they value

• What motivates their decisions

• Their pain points or aspirations

• Their ideal working relationship

• A quote that captures their perspective

Example Ideal Customer: Strategy Consultant "Mid-sized accounting firms (15-30 staff) preparing for succession or partnership transitions. The managing partner values structured planning, external perspective, and consultants who understand professional services. They're profitable but know they need to formalise operations before the next phase."

Example Ideal Customer: Business Services "Healthcare clinics and allied health practices with 5-15 practitioners. The practice manager values systems that reduce admin burden, clear communication, and providers who understand compliance requirements. They see professional support as essential to delivering quality patient care."

Example Ideal Customer: Creative Services "Independent hotels and boutique accommodation providers. The owner-operator values distinctive brand identity, understands that visuals drive bookings, and wants a designer who captures their property's character. They invest in quality assets that work across multiple platforms."

How to use your ideal customer profile once you have it

Many people create an ideal client profile, feel accomplished, then never look at it again. But this isn't meant to be a static document. It's a working tool that should influence almost every decision you make in your business.

Sharpen your messaging

Use your profile as a filter for your communication. Ask:

• Would this headline speak directly to their business priorities?

• Would they understand my value proposition within seconds?

• Does this copy address their problem, goal, or motivation?

If they value efficiency, highlight process, speed, and results. If they value strategic insight, highlight expertise, frameworks, and business impact.

Refine your offers and pricing

Your ideal customer shows you what businesses truly value and what they're willing to invest in. Ask:

• Do my service packages solve the right problems?

• Are my offers designed for the organisations I most want to work with?

• Is my pricing aligned to the value they care about?

Service example: A HR consultant realises her ideal clients want ongoing support, not one-off workshops, so she creates a quarterly retainer model.

Consulting example: A digital strategist introduces diagnostic sessions because her ideal clients value clarity before commitment and strategic roadmaps over tactical execution.

Improve your customer experience

Your profile helps you create a professional, frictionless experience. Use it to refine:

• Your enquiry and onboarding process

• Your proposal templates

• Your project communication cadence

• Your invoicing and payment terms

• The professionalism of every touchpoint

Professional services example: A business coach with corporate clients invests in a clear onboarding sequence, structured session agendas, and monthly progress reports because her ideal clients value organisation and accountability.

Create content that resonates

No more guessing what to share. When you know their business challenges and goals, content ideas become obvious. Consider:

• What do they search for?

• What keeps them awake at night?

• What do they wish someone would explain?

• What outcomes do they value most in your service?

If your ideal customer wants growth, your content becomes strategy-focused. If they care about risk mitigation, your content highlights frameworks and compliance.

Guide your boundaries and policies

A strong ideal customer profile gives you permission to run your business in a way that works for you. Use it to shape:

• Payment terms and deposit requirements

• Scope change processes

• Response time expectations

• Meeting and communication preferences

• Minimum project values

• Contract terms

Your ideal customer will respect these boundaries. The wrong customers will push back, which helps you filter them out early.

Set your marketing priorities

Once you know who you're speaking to, you know where to show up. Use your profile to decide:

• Which platforms to focus on (LinkedIn, industry forums, podcasts)

• Whether to prioritise content marketing, referrals, or speaking engagements

• Whether to attend industry events, conferences, or networking groups

• Whether to invest in SEO, email nurture, or thought leadership

If your ideal customer reads industry publications, write for them. If they search for solutions on Google, invest in SEO and case studies.

Say no with confidence

With a clear ICP, you instantly recognise who isn't a good fit. You stop taking on projects from businesses that want your lowest price but not your best work, that need a generalist when you've built specialist expertise, or that view every conversation as a negotiation rather than a collaboration.

Your ICP becomes a decision-making compass.

The goal is consistency

Your ideal customer profile isn't something you look at once. It should guide your website, your service offerings, your pricing, your proposals, and your content.

Used well, it will save you time, protect your energy, and increase your revenue by helping you focus on the organisations and decision-makers who genuinely value what you do.

If you'd like me to help you define your ideal customer profile or turn it into clear messaging and marketing strategy, just reach out. I'd be happy to help.