21/06/2025
I thought I knew exactly who my ideal customer was. I was wrong.
A while ago, I turned down a lead because they "didn't fit our typical buyer profile." That company went on to spend a huge sum with my competitor. My assumption cost me the biggest deal of the year.
Here's what I learned about the blind spot that's probably limiting your sales opportunity too:
Your mental picture is costing you money. When you think "ideal customer," what image comes to mind? Age, industry, company size, even gender and background. That mental snapshot is narrowing your focus and shrinking your pipeline.
Your assumptions aren't facts. Just because your current customer base looks a certain way doesn't mean your future one should. The fastest-growing segment in any market is often the one you're not targeting because you don't think they need what you're selling.
Your comfort zone has boundaries. You pitch to people who remind you of your existing customer because it feels safer. But comfort doesn't pay commission. Growth happens when you challenge your own expectations.
Here's your blind spot audit: List your top 10 target customer types. Now look at the words you used to describe them. What assumptions are hiding in that description? What opportunities are you missing because someone doesn't match your mental picture?
The insurance adjuster who looks nothing like what farmers expect often becomes their most trusted advisor. The young entrepreneur who doesn't fit the "serious buyer" stereotype might have the biggest budget.
Your next breakthrough sale is waiting outside your comfort zone.
What assumption about your ideal customer turned out to be completely wrong?
