Do you serve your ideal client base? If, on the contrary, you offer products or services to clients that you find difficult or too demanding, you are more likely to serve the wrong clientele. We are not talking about bad clients here. We are talking about clients who do not fit your ideal. Conversely, the best clients are those you enjoy working with, offering your services and delivering your products. Those who make you want to be in business and motivate you to excel.
If you want to acquire better clients and improve your service offering, read this article. You’ll learn to better identify your target clientele, qualify prospects and respectfully dispose of customers who no longer fit your development strategy. Because even if the customer is king, the contractor is master of his ship. He can run it wherever he wants and follow a route that is his own.
- Change as a sign of change
Over time, many changes can occur within a company. The mission is changing, services are becoming clearer and prices are going up or down. The business is evolving, as are its customers. Sometimes this change is done naturally: expertise develops and, ultimately, we realize that there is one client segment that stands out from the others in terms of certain characteristics.
If you’re a business owner, chances are your first clients are different from your recent clients. Why? Simply because, at the beginning of the business, the offer of services tends to be very broad and open to everyone. You need to attract customers to survive or build your reputation in the marketplace! Many start-ups tend to offer too many services or to ignore what makes them different from their competition. As a result, they end up selling products or services that are not aligned with their strategy and attract undesirable customers. You know, those who ask for more, negotiate prices, make negative comments, always seem dissatisfied despite efforts, etc.? In short, at some point, these customers require a lot more time and can hurt productivity. When this happens, we realize that there’s a gap between some of our customers and the ones we really want. It has to change, but where do we start?
- Finding your ideal client
What is your ideal client profile? What is its need? What does he buy in your business and how often? What are his buying habits? Ask yourself a few questions to get to know your ideal client. Add to this list any other items of information that are important to you: payment time, quality of communication, speed of return, preferred industry, type of profession, etc.
Then note these qualitative points in a value grid. If you use a CRM, enter this data in your software.
However, it is also crucial to have quantitative data-based elements in order to establish percentages, build statistics and make averages. This will help you make strategic and informed decisions.
Remember that the purpose of this process is to identify your ideal client based on quantifiable information. You can avoid relying solely on your feelings by referring to facts and statistics instead.
- Building a strategy
Once you have identified your target clientele, take the time to build a strategy before taking action. It is not advisable to immediately dispose of clients who do not meet your target clientele. A transition period is wiser because it avoids jeopardizing your profitability. Start by building a marketing strategy to attract new customers, changing your service offering as needed or changing your pricing. Most importantly, consider this: in times of change, a natural cleanup will take place. Be prepared to acquire new clients and lose some. Get ready for change, it’s worth it.
- Disposal of certain clients
A business relationship must be a win-win for all involved. You can’t serve a customer if their request jeopardizes your profitability or reputation. Conversely, a customer cannot accept a service that does not meet its needs. It’s better to end a business relationship that doesn’t benefit both parties. If you have to stop a business relationship, you can recommend other professionals, explain the situation or try to reach an agreement.
- Attracting the right customers
This last step is to attract new customers by implementing your marketing strategy. According to your plan, you can leverage social media posts, participate in networking activities, develop AdWords campaigns, etc. The goal is to be visible to your target clientele. And if a potential client does not meet your criteria, your ideal, tell them with respect that we cannot meet their request. You will stay true to your new standards and build a client base that reflects your image.
A final piece of advice to attract new clients
For some, switching customers is seen as a difficult step. If this is the case, it is best to seek the assistance of a business analyst. He or she will guide you through the entire process and work with you to establish the steps to be taken. He will develop a plan and advise you on adjustments, if necessary. At all times, you will be supported and trusted. For more information, ask for a free consultation with a WizeBA analyst.