Focus Your Sales Efforts

Recently in one of our sales meetings, I told our staff that one of the keys to success in 2009 is to sharpen our focus.

Face it, there will be a pruning of businesses in 2009.

Not everyone will survive. Your clients and potential clients are looking for the best value for their individual needs.

If not, then they may go out of business in the new year, and you'll be left with worthless accounts receivables.

I found this article Sunday at the CompellingMarketingBlog.com.

Finding Clients that Fit Like a Glove

Clients are a lot like pants.

• Some seem fine in the store but then constantly rub you the wrong way until you can’t wait to rip them off.
• Some require a lot of fussing and tugging—and they never stay comfortable for long.
• Many fit fine, there’s just nothing particularly special about them.
• And then there are your favorites…a few that seem to be tailor-made just for you. You’re always happy to put them on because you know both of you will end up looking good.

Getting dressed would certainly be easier if you had a closet full of the made-for-you pants…And so would your business.

The trick is finding out who those perfect-fit clients are. Here’s one way to do it:

1. Print out your client list—the ones who have actually hired you to work with them. (Skip any who have just bought products from you.) Include past clients too.

2. Rate your clients. Jot down a few positives and negatives that immediately come to mind by the client’s name. Consider things like:

• Were they easy to work with?
• Did they know what they want from the start, or change their mind a lot?
• Were they knowledgeable or need a lot of educating?
• Did you look forward to doing the actual work? Why or why not?
• Were they enthusiastic about your work?
• Did they follow-through (if relevant)?
• Did they get good results?
• Did you work with one person? A team?
• Did they balk at your estimate? Pay promptly?
• Did they volunteer a testimonial or refer others to you?
• Are there ongoing opportunities to work with them? Or just a one-off project?
• How would you feel if they called today and had more work for you?

3. Pick your ideal client. Maybe none of your clients really get you jazzed. Then who would you LOVE to work with? Pick a specific person you know of and jot down all the reasons why.

4. Now analyze your notes. What consistently came up in the negative or positive columns? Overall, which projects and clients did you like the best? Why?

Which of those traits could be easily found in others? Do people in their industry or profession need (and want) your services? Or people with similar life experiences (e.g. working moms, people nearing retirement or who practice yoga)?

Finally, once you’ve identified some concrete traits to look for then get busy finding more clients just like them…and soon you’ll be looking at a closet full of clients that fit like a glove!

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