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.
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.
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.
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?
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.
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