I learned two things while staying at Killarney Lodge in Algonquin Park.
I’m not at my best when paddling a canoe across a lake into a stiff wind or slight breeze.
And it shows when you know who’s your ideal guest, customer or client.
Killarney Lodge has done their homework. They know their ideal guest doesn’t need to be entertained. So there are no bingo and movie nights. No shuffleboard and volleyball tournaments. No pre-dinner wine and cheese receptions and after-dinner cover bands butchering the Beatles, Rolling Stones and Taylor Swift in the banquet and party hall. In fact, there’s no banquet and party hall. Just like there are no flat screen TVs in any cabin.
Instead, the resort caters to guests who want a nature fix, screen-free solitude, an uninterrupted sleep and the luxury of a spotless waterfront cabin with a million dollar view, a comfortable bed and a private dock with a canoe plus friendly staff, home-cooked meals and the world’s best butter tarts and pies.
Killarney Lodge does what John Jantsch preaches in his book The Ultimate Marketing Engine.
“It doesn’t matter that you think everyone needs what you have to sell,” says Jantsch, a marketing consultant and founder of Duck Tape Marketing. “Ideal customers have the right set of problems, the right circumstances, the right characteristics, the right motivation, the right beliefs, the right behavior and the right amount of money.
“The key is to recognize the value that you, your products and your services bring; to appreciate what an ideal client looks like; and then to understand and promise to solve that ideal customer’s greatest problem. Creating a marketing engine means helping your customers go from where they are now to where they want to arrive, to experience the transformation they seek, and to get the best result possible.”
Jantsch says there are five keys to growing your business.
Map where your best customers are today and where they want to go. Understand the key milestones on that journey.
Uncover the real problem you solve for your ideal customers. What’s the transformation they’re seeking? “People don’t buy products or services just because they want them. They buy them because they believe they will solve a problem.”
Narrow your focus to the top 20 per cent of your ideal customers. “There are plenty of customers to go around; you don’t need them all.” Your top 20 per cent want to do more business with you, says Jantsch. “A subset of this group wants to spend 10 times more than they currently do. You need to figure out who they are and offer them the opportunity.”
Attract more ideal customers with the narrative they’re already telling themselves. You’ve done your homework so you know this story, the journey they’re on and the milestones along the way.
And then grow with your customers. “This is the key to long-term, sustainable growth because expansion comes organically rather than through the discovery of some new sales tactic or marketing channel.”
Jantsch’s latest book should be required reading for every small business owner. Not everyone’s made it through the pandemic. But many small businesses, restaurants and resorts have survived and even thrived. The pandemic’s exposed a fundamental and often unforgotten business truth, says Jantsch.
“In good times, growth often comes from being in the right place at the right time; in tough times, growth comes from being important in some meaningful way in the lives of your customers.”
Jantsch shows how to be important in a meaningful way for your most important customers, clients or guests. Sometimes that way involves delivering a nature fix, solitude, a canoe, a million dollar view and the world’s best butter tarts and pies.
Jay Robb serves as communications manager for McMaster University’s Faculty of Science, lives in Hamilton and has reviewed business books for the Hamilton Spectator since 1999.