Attracting the clients you want to work with
In order to grow, companies seek out new clients, but they often neglect to make sure they’re attracting the clients they want to work with.
Instead of putting up with clients that are less than ideal, it’s important to learn to take a step back and evaluate your business and your activities. This will allow you to make informed decisions about what works and what doesn’t. Then ask yourself the following questions to pinpoint where your business is at and how to move forward in attracting the clients you desire:
Where is my best business coming from?
If businesspeople can understand the answer to that question, they have a far better chance of getting more of the same type of work. You should also understand the source of your new business. If you understand the source, you will get a better grip on which of your marketing activities are working.
What work do I love?
Think about why you love it and where you’re adding value. Also examine the work you hate, why you hate it or why it’s not profitable. Once businesspeople are aware of what makes them love or hate a particular job or client, they are better able to work towards finding profitable work that they will enjoy, as well as saying ‘no’ to bad work that doesn’t pay.
What products or services do I offer but not actively sell?
So often there’s a big disconnect between what a company advertises on their website and the services they actually provide. By bridging that gap, you can make existing clients aware of services outside of those you’ve been supplying to them, as well as attracting new clients.
Are my existing clients satisfied with my work?
If they are satisfied, find out whether or not they are referring you. Often, focusing on improving clients’ levels of satisfaction and on driving recommendations can substantially impact your business development efforts.
Do I have a good network?
Determine who in your network offers you strategic value and how your relationship can be mutually beneficial. Work on deepening those key relationships, rather than diluting your energy trying to build a very big network, which will remain shallow.