The role of the owner of a small business is varied, encompassing a wide variety of different tasks. From finance to sales, from marketing to operational delivery. The problem is that most entrepreneurs go into running their own business because they love what they do. Does this sound familiar? Do you love doing what you do and really wish you could spend the vast majority of your time doing just that? You are highly skilled in delivering your passion. You know exactly what to do and how to help your clients. And the biggest problem is actually finding more of those clients to help! Let’s look at a quick and easy solution to help you do that; one that doesn’t cost the earth and won’t take up huge amounts of your working week – however long that may be. The process of attracting, and then winning, new clients can be complex, particularly when you aren’t 100% sure on what you are doing. Here’s our four-step programme on how to attract and win more clients.
1. Know what has worked so far
Do you know how you won the clients you have right now and the ones you’ve had before now? How about how you attracted the prospects that you didn’t convert? Knowing this is a vital step in winning more of them.
If you know what worked and generated more leads, in stands to reason that you would do more of it. Conversely, if you know what isn’t generating leads, you’d stop doing that wouldn’t you?
Tracking your leads and your sales is actually relatively easy. You write them down somewhere. For some companies, it makes sense to invest in a CRM. For others, a spreadsheet will be more than sufficient.
2. Decide who you want as new clients
There is nothing to stop you signing up whoever comes to you, assuming you are confident you can deliver and they will be profitable. However, when it comes to being proactive to attract new clients and generate leads, you have to be focused. The word anyone MUSTN’T be in your vocabulary.
Identifying the industry sector, geographical area and decision maker allows you to focus your marketing. Focusing means your resources aren’t spread thinly and will be more effective.
Once you identify who you want to acquire as new clients, you can develop the right messages, by ensuring they show how you can help that target audience. In today’s world, people no longer care what you do, they care how you can help them.
Finally you can pull together a book of evidence that proves you can help them and deliver on your promises. In the same way that you look at reviews on TripAdvisor before booking a hotel, prospective clients want to see proof you will deliver value for money.
3. Determine how you are going to generate leads
How many sales do you need to achieve your targets? How many leads do you need to generate those sales? What marketing is needed to develop the leads? You must start with a target and work backwards.
- If a client is worth £15,000 a year to you and you want to grow by 10% from your £1,500,000 revenue last year, you need 10 new clients this year.
- If you convert 10% of all leads, you need 100 leads.
- Last year’s marketing generated 60 leads, on a budget of £75,000, so you need to generate 2/3rds more this year.
You have a choice at this point. Simply do more of what you know worked last year, whilst stopping what didn’t work. Or, identify other marketing activities that you believe can bring in more leads.
4. Get it done
Perhaps the hardest part of this four-stage process is getting the marketing done. At the beginning of the year, you will be eager and you’ll keep to your marketing plan. What happens when it is working, generating the leads and you are converting them to new clients. You’re going to be busy delivering for your clients. If you want to attract and win more clients, this has to happen.
How are you going to maintain the marketing plan so you have a consistent level of marketing activity happening?
Two choices – employ or outsource – or a 3rd in work every hour sent!
One of the conversations we have very early on with, almost, every prospective client is around the fact that what we do, they could do most of:
- With some thought and number-crunching, you could quite easily measure your own marketing performance.
- Looking back, and thinking ahead, identifying your target audience and pinpointing your Ideal Client would take time but you could do it.
- Developing a plan and then delivering it is all well within your capabilities…
So why use SME Needs? Because the hat you want to wear is the operational delivery hat. You want to do what you set up this business to do – work with your clients and grow your business. Your marketing is all about how to attract and win more clients. We help you ensure that happens properly.