9 ways your best client can help you win more business

There are many ways your best client can help you win more business.

Our last blog talked about using them to develop an avatar and the key messages that form the core of your marketing communications. Let’s look at just how many different ways your best client can help.

1. Developing your Ideal Client

We covered this in the last article, but it makes absolute sense that you want more clients just like your best one(s). Why wouldn’t you.

2. Developing your Messaging

Again we’re nicking the kudos of the last blog, but it’s still valid.

3. Referrals

Let’s get the obvious ones out of the way first shall we! Whether they give you referrals because you ask them to, or completely off their own back, you want them to give you referrals. It shows they trust you and believe in you.

4. Testimonials

The words they provide are hugely powerful. We all buy online and we’re influenced by the reviews provided by others who have bought that product. As your best client has been using your services for some time, they will be respected by their peers and will support your sales efforts.

5. Case Studies

Potentially even more powerful, assuming you include the results you deliver rather than just what you did. People who read the case study will be looking to understand what your best clients gets in return for using your services. They’re not as interested in what you did and what happened. For a complete guide on what makes the best case studies, click here.

6. References

Do you ever offer a prospective client the opportunity to talk to your clients? In the same way you look for references when employing a member of staff, prospects often look for the same. Of course, testimonials and case studies can provide an alternative, but some still want to talk to a real human being. Who better to give them to talk to?

7. Feedback

If you’re thinking of adding services or changing something, running past your best client is a good idea. Depending on why you are making changes, getting their opinion on whether the changes are positive, or not, is really useful feedback. If, as your best client, they wouldn’t buy the changed product or service, should you be trying to make the changes?

Of course, a sample of one is never a good idea, but it’s definitely a starting point.

There are other ways your best client can help you. It doesn’t just have to be about winning new business.

8. Recruitment

We’re not suggesting you steal their staff – that’s not a good idea. However they may know people who can fill your vacancies. Keep them up to date with the people you are looking for.  You never know.

9. New Suppliers

If your business is a similar size or has similar needs to your best client, why not ask them who they use? Perhaps your office cleaners aren’t very good or you’re looking for new office furniture. Who did they use and would they recommend them? By asking them, you’re showing you respect their opinion and you trust them too.

I hope this helps

Develop Key Messages for your Ideal Client

Identifying your Ideal Client takes time. In tandem with your service offering and the type of industry you want to work in, you should also identify their pain points and your solution to that ideal client’s need. Once you are clear on your ideal client then you will be able to develop key messages to attract and engage them.

For the purposes of this article, let’s assume that you’ve described your best client as:

  • Architects in London, with the Senior Partner as the decision maker. LinkedIn lists 50 people with that description.

Already your target audience has grown from one person to 50. If you tweaked your description to say the whole of the UK , the number increase to 123. Some Senior Partners will call themselves the Founder. Your audience has now increased, purely on LinkedIn, to 3,518.

You can see descriptions of our Ideal Client here, if you would like some guidance on how to describe them.

Do your clients have similar pain points?

Think about the issues your Ideal Client has. The issues they have will be the same, or very similar to issues experienced by other companies of the same attributes.

What are their Issues?

What do you help them with? How often do you help them? How do you help them?

Everything you list here is highly likely to be relevant to the 3,518 Senior Partners or Founders we identified earlier. By simply thinking about your ideal client, you’re now identified the issues and the ways you can help 1,000s of potential clients.

They will all want a solution

Getting your Ideal Client focus rightYour best client is one that will be very happy with the work you’ve done for them. The question we’re asking you is: What does a successful piece of work look like?

When you then talk to your target audience about the successes you achieve, they will like what they hear. They will recognise how you talk about the type of client you work with and the issues you help them resolve. Recognition is easy because they are similar companies, with similar issues. They will listen to how you will resolve the issues, but that isn’t the important bit. What they really want is the results – the success – you describe. Why wouldn’t they?

So hopefully this article has described the process of how thinking about just one person will help you develop key messages that will engage a target audience and generate the leads you want to grow your business.

If you have any questions or would like some assistance, we’d be happy to help, give us a call on 020 8634 5911 or Email us.