After a few years in business, you’ve had your fair share of customers. And you’ve made a discovery: They are not all good! While they’re (hopefully!) all paying for your product or services, there are always clients that you enjoy doing business with more than others.
So how do you get more of what you like? Check out my 4-step plan for small businesses to attract their ideal customers!
The Good, The Bad And The Ugly
We all know clients who need several reminders to pay up… four months after you delivered. Or those that always try to drive down your price, apparently not seeing the value of your services. There are also the micromanagers, who check on you and the project every single day.
Any of this sound familiar? Well, let’s get rid of them. Focusing on the good clients helps your small business grow in the right direction and saves you the hassle of dealing with the bad kind.
Step 1: What Makes Them Different?
Look at your client list: Which ones are good? And why are they good? Whether it’s because they pay higher fees, value your services or are well-connected and likely to recommend you to their extensive network depends on your business and your goals.
Write down what these clients have that the others don’t and look for a pattern. This gives you an idea of what you’re looking for in an ideal customer and what you want to avoid.
Step 2: What Are They Looking For?
Just as the process of defining your target group, have a look at the services or products they went for. What triggered the need and when? Why did they choose to do business with you and not your competition?
Examine their values and issues and how you helped those clients with that, then narrow down the benefits of doing business with you for them.
Step 3: Where Did They Come From?
Now see how these guys found out about your small business: Is it a certain marketing channel producing most of your number one clients? Was it a special offer or campaign you were running? Write down what marketing efforts resulted in them coming to you.
Don’t forget to do the same with your high maintenance customers: Knowing how to avoid dealing with testing clients is as helpful as knowing how to get more of the good ones.
Step 4: Adapt And Apply
By now you should have a good idea of what your ideal clients look like and how you got them in the first place. The final step is adapting your marketing accordingly: In the future, concentrate on the marketing channels most likely to attract your power clients, go where they’re looking for the services or products you provide.
Also, readjust your marketing communications to the new customer profile: That includes, say, the copy on your website and the keywords for your on-page SEO. It might make sense to change your slogan or tagline to target the right audience.
Direct your blog posts at your favourite client, think about what they want to read in your newsletter and change your elevator pitch accordingly for networking events.
Depending on what client you’re looking for, changing your prices might be another way to avoid troublemakers in the future. You could, for example, raise your lowest price so that more cost-focused customers know what they’re getting into, and increase your top fee to a price that is above the average your clients were willing to pay, in order to attract the bigger fish in the sea.
WANT TO READ MORE?
To read more about this topic, have a look at these:
How I Found My Ideal Client & What I Learned Along the Way
Do You Know Where Your Clients & Customers Are Coming From?
Do You Know Enough About Your Target Groups?
How to Use Your Existing Customers to Grow Your Business