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8 steps to find more ideal clients

Many businesses are looking for a relatively small number of new high-value clients. It isn’t that they’re not ambitious, it’s just the size of these 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 businesses 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, social media or direct mail) but didn’t get good results. So we 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.

Here’s a brief run-down on how to get a few more ideal 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. Offer value in advance. 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:

  • Present a professional appearance,
  • Get all the information you need.
  • Answer all the key questions your prospect will have.
  • 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.

Congratulations… you have a new client.

Do this a few times and you have reached your objective – a few more ideal clients.

 

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Recommended for Sales Leaders

Watch the presentation full size and download the key point worksheet

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Overview of client feedback

Sales figures have increased by 20% on last year to date!! The team also continue to pick up new customers.
Sharyn Moran, General Manager

Our sales results have increased since incorporating Stuart’s sessions into our sales conference and this has been during a downturn in the market.
Justin Zakaras, National Sales and Marketing Manager

The content of the sessions was customised to suit our customer interactions, with a lot of preparation on the part of Stuart.
Dr. Sunil Kadri, Head of Sales and Business Development


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Thank you so much for a brilliant session on Thursday. I think the format and content was ideal.
Rennie Colston, Sales Director

We had a very positive result from involving Stuart in our Managers Conference last year.
Russell Varley, Human Resources

The training got us thinking more strategically about how the business is structured. It has really built our capabilities as a management team.
Mia Graham, General Manager


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Stuart was patient, flexible and knowledgeable. He took the time to truly understand our business.
Helen Zwicker, Executive Officer

The best thing is that I now have a road map of specific marketing activities that can be implemented with confidence.
Donna Cazzolato, General Manager Sales and Marketing

The participants immediately felt engaged as Stuart demonstrated his understanding of our needs and challenges.
Frederic Vanhove, Principal Engineer, Pacific Delivery


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With only one day we had a lot of material to cover and Stuart created a positive learning environment for all involved.
Kylie Kinsella, Sales Manager Australia & NZ

Bad ideas are expensive in business however with Stuart Ayling, it was money very well spent.
John B. Lonergan, Sales Manager


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By the next week, sales of this product had doubled from 10% of all new sales to 20%. The extremely cost effective session with Stuart paid for itself within the first week.
Maria Triggs, General Manager

We have already seen a new client on board as a result of the two-day workshop.
Mark Mahoney, Managing Director


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Stuart put the sales training across in a way they could accept as a part of our service offering with out them feeling like “salesmen”.
Gary McDonald, Managing Director

We were impressed by the approach of Stuart and the simplicity of the program without the hype generally associated with these courses.
Dirk Kuiper, General Manager


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Read the latest on the blog

  • How to say ‘No’ to clients and still have them buy May 18, 2020
  • Recruiting a sales person? Stop, until you have done these three things Nov 28, 2019
  • Understanding the emotional experience of clients Aug 1, 2019
  • What does your sales team really need to learn? Apr 29, 2019
  • Resilience for sales people: How to help your sales team be more resilient Nov 21, 2018

About Marketing Nous

Marketing Nous was established in 2000 by Stuart Ayling, Director and Chief Sales Strategist. Stuart works  with expertise-based businesses to develop customised sales training and … Read More >>

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