Once again this week, I was drawn into a debate about whether to appeal to a wide range of clients or focus on a tight target market. It's a fundamental networking skill to know what you want ...
Networking skill strong, Connections forged and nurtured, Success is certain
It seems to be the single most challenging thing for the small business owner to put into practice when networking for referrals, or any form of marketing or lead generation, come to that.It usually comes down to one of three reasons:
First is fear. Fear that others will pass you over for work you could do. If you had enough of the clients you really wanted, would you care?
Second is evangelism. That everyone will benefit from the fantastic products or services you have to offer. Is what you're offering something everyone wants to buy?
Third is novelty. You like variety and dread getting bored with all clients being the same. Are any two clients really identical?
So let's look at the benefits of focusing on one particular type of client and how that can address those reasons and much more:
Make it easy to spot an opportunity for you - If you're networking and asking others to introduce you to potential clients, you need to make it easy for them to do so. The more precise the picture of one of your ideal customers and why they need your services, the easier it is for people to spot them in their busy day. By the way, it's easier for you, too!
Know who you need in your network - Identify the people who can refer you. You can identify and develop relationships with people who know many of those individuals. If you're both fishing in the same pond, but for different reasons, you can both refer to each other.
Know where to network - You can focus on attending events where either your potential clients go or the people who know your clients go. That will save you vast amounts of time and frustration.
Present the right image - You can tailor your marketing messages to the language, style, and images that resonate with your potential clients. That makes them far more likely to buy from you and gives your referrers confidence that you are the right person to introduce to their contacts.
Become known as a specialist - People seek out a specialist, especially when facing a real challenge. This means you get variety in your work and feel that you're really adding value that others can't. Your referrers feel proud to know and refer to the guru in your field (that's you, by the way). Lastly, you can charge premium prices for your services.
Your business will grow -There is an adage thatworks for most companies. The top 10% of your clients earn you 80% of your income, and the bottom 10% of your clients waste 80% of your time. If you focus on winning more clients like your top 10% your whole business will move up a gear. You'll be working with more people you want to work with, doing the things you really enjoy delivering, and dealing with fewer crises and hassles.
If anything I've written in this blog post resonates with you and you'd like to discover more, it may be a great idea to give me a call on 07970 638857. Let's have an initial chat over a coffee and see how I can help you.
'Added value' - it's a phrase we hear all the time, isn't it? And almost always, when consultants talk about it, they're thinking about their pricing or their Unique Sales Proposition. Then they can't differentiate their serv...
Are you self-employed and trying to navigate the pathway to happiness? Understanding the dynamics of success and self-perception can significantly enhance your well-being and fulfilment as an entrepreneur ......
In June, I published this blog post, which started out asking the question, Why are you in the business you're in? Then it went on to list everything that needs to be done. It's a pretty daunting list. I'm pleased to say life...
Over the weekend, someone shared with me a poster that compared running a business with an iceberg. The author wanted to make the point that all other people saw was the success ......
Here's a fresh look at saying thank you as a strategic habit. It's festive, human, and surprisingly profitable. Make gratitude your consultancy's quiet advantage ......
After the initial hype of starting your own consultancy, the weirdest thing can happen. It may creep up on you gradually or hit you all of a sudden: You feel disconnected from others ......
Thinking about retiring from your business can feel a bit surreal. For many small business owners in the UK, the line between 'work' and 'life' has been blurry for years - so stepping back takes more than just choosing a date...
Walking into your client's business isn't just about offering solutions; it's about understanding the environment you've stepped into. Before you try to influence anything, you need to get a feel for the culture ......
If your inbox is running your business, you're not alone. This blog post shows how email management reduces overwhelm through smart prioritisation, fi ...
If you can't pay your self-assessment bill by the 31st of January, don't hide from it. Get the numbers right, pay what you can, and talk to HMRC early ...
IT for hospitality businesses takes the hit first because service can't stop while systems recover. When tech stumbles, revenue, reputation, and staff ...
I'm exploring how power requirements in the mobile era reshape sustainability, resilience, and network planning. Can we reuse kit, design for repair, ...
