I heard a story on NPR some time ago about New England fishermen working with scientists to develop a “smart” fishing net. This net would allow them to trap the plentiful flatfish in the Gulf of Maine, like sole and flounder, while avoiding endangered species like cod. It brought to mind the “nets” businesses cast in their attempts to grow. How selective are you in your search for more clients, and are you using the right net?
You’d be surprised at the number of businesses that aren’t intentional about the types of clients they want to attract. They think of their “ideal client” in basic demographic terms, or worse, as whoever is willing to pay them. Assuming they don’t have the room to be selective, they cast a wide net with their marketing messaging resulting in a net full of unqualified leads or wrong-fit clients who end up costing them more in the long run.
Creating a “smarter” net
Steering your business in the right direction involves a thorough understanding of who your ideal client is. These clients are more than just the ones in need of your offer, they truly appreciate the value that you bring them. And working with more clients like them is the key to effortlessly growing your business.
Developing the right “net” that communicates the value your offer to the optimal audience starts with pinpointing the clients who you currently enjoy working with. Ask:
- What are some of their qualities?
- What challenges do they face?
- Why do you like working with them?
- Why do they like working with you?
- What value do you bring to them?
Asking the right questions will allow the image of your ideal client to take shape, enabling you to create a crystal-clear strategy for attracting more. Because while there may be plenty of fish in the sea, only some will be the right fit for your unique business, goals, and vision.
Floundering in your search for the ideal client? Our Find More Best Clients workshop series is helping business owners determine who their best clients are and develop concrete action plans to find more. Learn more about how you can grow your business with more clients like your best clients by contacting me Laural Carr at 416 538.3330.