Define Your Ideal Client
If you want to attract the perfect client, you need to know who they are. Take out a piece of paper and write a couple of paragraphs describing their characteristics.
- What business is your ideal client in?
- What’s their role in the organization?
- Where are they located?
- What type of person are they?
- What’s their situation?
- What are the problems they want solved?
- What are other characteristics that are important to you?
Use Your Marketing Message
People are far more likely to contact you when they have a clear idea of who you help and how. Increase the number of qualified prospects who contact you with an effective marketing message and you’ll reduce the number of “tire kickers” who waste your time.
Write and distribute an article and/or provide it on your web site, to help people understand your approach, who you help and how you can help them. Prospects who like and agree with your thinking will want to contact you and work with you.
Use Questions to Qualify Prospects
You can’t be everything to everybody and it’s a waste of time to try. Create a short list of questions to qualify prospects. Use these questions when you call them on the phone and in the service inquiry forms you provide on your web site. If prospects don’t meet your criteria, you can keep them on your mailing list, but avoid wasting your time by calling them. If you’ve called one of them and they don’t seem like a good prospect, get off the phone in 3 minutes or less and move on to a more promising prospect.
It is tempting to want to sign up every prospect that wants to work with you. This is particularly true when you are just starting up your business or when business is slow. But before you close a deal or sign an agreement, make sure they clearly understand what you will do and when. You don’t want them emailing you every five minutes or expecting you’ll answer their phone calls at two in the morning or provide additional services for free.
Make a short list of questions to ask that will help clients define what they are looking for. When you talk with clients use these questions to clarify their expectations. If you can meet these requests, use their answers to provide a summary of services. That way you will both be working from the same script.
Get Rid of Problem Clients
With only a limited number of hours a day and years in your life, you’ll be happier and more profitable if you focus your marketing on clients that understand and appreciate your expertise. They’ll be far more likely to return and refer you to others. If you have clients who are unpleasant to work with or are taking up too much of your time, find a way to tactfully get them to look elsewhere.
Use these marketing strategies to position your firm to attract the prospects you want so you can pick and choose your clients. You’ll have more fun, increase your profits and be more successful.