Your Clientele

Understanding Your Clientele to Create Your Personal Image/Personal Brand

Understanding your clientele is a new concept for many people.  Many of you are saying, “I’m not a salesperson.”  I hate to burst your bubble, but we are all salespeople, and the products we are selling are ourselves and our services.  When you are job hunting, you are selling yourself.  When you are performing your job, you are continually selling yourself and the fact that you are the best person for that job.  When you are in a business meeting, you are selling your ideas.  If you don’t accept this concept, you will find yourself falling behind.

So, for academic purposes let’s assume you’ve bought into the idea that you are, in fact a sales person (even if you’re not employed in what is traditionally considered a sales position).  Who, then, are your clients? Who are you selling your goods and services to?  Your clientele includes your boss, your boss’s boss, your co-workers, the employees in neighboring departments or associated businesses.  It includes whoever you come in contact with in the course of your daily life; people to whom you are providing a serve or selling an idea.

Why is understanding your clientele so important?  Clients are the ultimate consumers of your services, and they have the final say regarding whether what you’re offering is needed or not.  In today’s world this is an important concept to understand.  In today’s economy, you need to show that you’re a valuable asset to your company.  Just getting your work done is not enough; you need to be perceived as being outstanding in your job and as an asset to your company.

This is where the nuances of your perfect personal image and personal brand come together.  The whole goal behind the concepts in this website culminates at this point, at the intersection of an impeccable personal image and your personal brand.  You want your clientele to remember you and to be open not only to your unique set of knowledge and skills, but to that something extra that sets you above the rest.

To understand your clientele, you need to evaluate them.  What are their unique skills, personality traits and styles of dress?  Determine where you and your client are the same, then emphasize those similarities. Your goal is to create rapport. When you create rapport, the client will be more open to what you have to say, and more attracted to you and your skills, personality traits and style of dress.

Now, it’s time to put all the concepts you’ve learned here together.