ICP and Customer Centricity : How deep is your love ?

“They’re not exactly who we’re looking for but we don’t want to miss any potential client!”

That’s what it sounds like when a business isn’t getting intimately familiar with their ICP (Ideal Customer Profile).

→ They accept every client, no matter the fit.
→ They tweak the product to please everyone.
→ Their messaging gets so broad that it tries to appeal to anyone who’ll listen.

And guess what? The results aren’t pretty.

What Happens When You Don’t Understand Your ICP?

Your positioning weakens – and before you know it , you’re the business that “does everything.” That’s not a great reputation.
You struggle to sell – clients want specialists, not generalists.
Margins shrink – you can’t create scalable, repeatable processes because you’re trying to cater to too many different needs.

Now, here’s the real question: why don’t more businesses start by focusing on one main target audience and then expand later?

It’s not a lack of strategy. It’s not that business leaders don’t know they should niche down. It’s something deeper.

Why dont we niche down before scaling up ?

There are two psychological biases that drive this “serve everyone” mentality:

FOMO – Fear of missing out on new opportunities.
Shiny Object Syndrome – The constant urge to chase every opportunity that comes your way.

These biases trick businesses into thinking that casting a wide net will bring in more business. But here’s the truth – the more you narrow your focus and get to know your Ideal Customer Profile (ICP), the better results you’ll see. Intimacy is key.

So, how do you get real intimate with your ICP? Let’s break it down.

🎯 Getting Intimate with Your ICP in 5 Steps

1️⃣ Focus on ONE 🔍

Before anything else, start by asking:

Who are they?
What do they do?
What do they fear?
What do they dream of?

By answering these questions in detail, you’re already halfway there. Your ICP is your “one.” They’re your main focus.

2️⃣ Listen (Really Listen) 👂

To build intimacy, you’ve gotta listen:

Social media comments, DMs, and reviews – not just for your brand, but for competitors too.
Record sales calls (with permission!) and analyze them.
Join or create a community where your ICP hangs out.

Pro tip: Identify the PURE problem – Painful, Urgent, Recognized, Expensive. That’s the problem keeping your ICP up at night.

3️⃣ Understand the WHY 🤔

Why do they buy? Is it a rational decision or an emotional one? Are they solving a problem, fulfilling a need, or chasing an outcome? When you understand the “why,” you’re not just selling a product, you’re solving a deep need.

4️⃣ Get the Details 📊

For individuals, understand both demographics and psychographics:

Job title, decision-making power, seniority.
Where they spend their time online.

For businesses, dive into firmographics:

Location, revenue, employee count.
Growth signals like new hires or market expansions.

5️⃣ Learn HOW They Buy 💳

Understanding the buying journey is key. Identify:

Their buying stage.
Who’s the decision-maker, and who’s the internal champion advocating for your product?
What’s on their checklist when deciding to buy?

If you don’t get intimate with these details, you’ll end up with boring, vague messaging like, “We help you boost revenue!” That’s not making anyone reach for their wallet.

Get ‘intimate’ with your ICP

Knowing your ICP inside and out isn’t about limiting your opportunities; it’s about deepening your relationship with the right ones. When you focus on the right customers, everything becomes easier – your sales process tightens, your positioning sharpens, and you get to create real, repeatable growth.

So, how deep is your love? Are you really getting to know your ICP, or are you still stuck trying to please everyone?

#ICP #CustomerFocus #MarketingStrategy #GetSpecific #B2BMarketing

BLOG