A Few Good Clients
A Few Good Clients
These business owners are successful in what they do but need to jump up to the next level. To do this they need another 5, 12 or even 20 customers. In the big picture, this isn't a lot of new clients.
Fortunately these firms already have many satisfied clients, so they have the opportunity to understand the type of client they best service and get a head-start on attracting new ones.
When working with clients in this situation I often find they have tried a few marketing activities (maybe some advertising or direct mail) and found they haven't worked very well. So we often need a fresh start - to look at what the current marketing tactics should be, rather than just re-hashing what has been done in the past.
OK. So here's a brief run-down on how to get a few good clients.
1. Firstly, take a closer look at the good clients you currently have. Is there a pattern? Are they similar in some way? Try and create a profile.
2. Make sure you understand why your current clients are using your services. What are the real benefits you provide? Be careful not to assume too much, even if you're sure you know.
3. Identify how you can contact more potential clients of the same type. You'll need to be as specific as possible to enable your prospecting work to produce results.
4. Approach your prospects with a carefully created message that will encourage them to talk with you. Expecting a "sale" on the first contact is usually unrealistic.
5. Follow up in person to customise the message for each particular prospect.
6. Where possible get referrals from your existing clients to prospects who are similar to them. Then follow them up in person as well.
7. When you get to meet with your prospects, use a 'sales process' that will ensure you:
a. Present a professional appearance
b. Get all the information you need
c. Answer all the key questions your prospect will have
d. Confirm with your prospect what you will do next. Don't let the sales process stall after this first meeting.
8. Get your prospect to sign up for your services.
A Few Good Clients - To learn more about this author, visit Stuart Ayling's Website.
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Many of the business owners I speak with are looking for a relatively small number of new clients. It isn't that they're not ambitious, it's just the size of their businesses doesn't warrant a larger objective. Typically they own service-based businesses with an annual turnover counted in the millions of dollars, not hundreds of millions.
These business owners are successful in what they do but need to jump up to the next level. To do this they need another 5, 12 or even 20 customers. In the big picture, this isn't a lot of new clients.
Fortunately these firms already have many satisfied clients, so they have the opportunity to understand the type of client they best service and get a head-start on attracting new ones.
When working with clients in this situation I often find they have tried a few marketing activities (maybe some advertising or direct mail) and found they haven't worked very well. So we often need a fresh start - to look at what the current marketing tactics should be, rather than just re-hashing what has been done in the past.
OK. So here's a brief run-down on how to get a few good clients.
1. Firstly, take a closer look at the good clients you currently have. Is there a pattern? Are they similar in some way? Try and create a profile.
2. Make sure you understand why your current clients are using your services. What are the real benefits you provide? Be careful not to assume too much, even if you're sure you know.
3. Identify how you can contact more potential clients of the same type. You'll need to be as specific as possible to enable your prospecting work to produce results.
4. Approach your prospects with a carefully created message that will encourage them to talk with you. Expecting a "sale" on the first contact is usually unrealistic.
5. Follow up in person to customise the message for each particular prospect.
6. Where possible get referrals from your existing clients to prospects who are similar to them. Then follow them up in person as well.
7. When you get to meet with your prospects, use a 'sales process' that will ensure you:
a. Present a professional appearance
b. Get all the information you need
c. Answer all the key questions your prospect will have
d. Confirm with your prospect what you will do next. Don't let the sales process stall after this first meeting.
8. Get your prospect to sign up for your services.
A Few Good Clients - To learn more about this author, visit Stuart Ayling's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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