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.
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...
As Artificial Intelligence continues to reshape the workplace, many organisations are focusing heavily on technology itself. Discussions around AI often centre on automation, efficiency and productivity, with businesses racin...
After years of working as a coach, mentor, and referral marketing specialist, one of the most common conversations I've had with my clients has been about visibility. Not the flashy kind, not ''look at me'' marketing. Just th...
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 ......
Over the past few years, I've noticed a clear shift in how people talk about business, work and financial security. More people than ever are exploring self-employment, side hustles and small business ideas, and it's not just...
My blog post this week shows you how to make networking work for you without forced small talk. It focuses on trust, follow-through, and simple habits that turn professional connections into something useful. The result is ne...
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 ......
I wish I had a pound for every time I've heard that. It's a common reason given by people who dislike networking because they see the banality of talking about nothing ......
When the economy becomes uncertain, marketing is often one of the first areas businesses cut back on. That reaction feels understandable at first. Bus ...
Sometimes life is ticking along quite nicely and then, without warning, the proverbial hits the fan. Last week was one of those weeks for me! I have a ...
I still believe in the notion that 'people buy from people', however, we seem to be in a world where people are being pressured into buying technology ...
We learned recently that not everyone needs to check in every single day. Sometimes reassurance is only needed on particular days of the week, which i ...
All content on this blog, including but not limited to text, images, videos and audio, is protected by copyright. No part of this blog may be reproduced, copied, distributed, or otherwise used without the prior written consent of the author. Unauthorised use constitutes a breach of intellectual property rights.
Please note that many elements of this blog have been created using Artificial Intelligence (AI). As such, content may not always reflect verified facts or professional advice. The information provided is for general interest only and should not be relied upon as a sole source for making decisions, financial or otherwise. Readers are strongly advised to seek independent advice from qualified professionals appropriate to their country and situation.
The author of this blog, YourPCM Limited, and its directors, employees, and authorised agents accept no liability for any loss, harm, or consequence arising from the use or interpretation of content found on this site.
The sblogit.com platform is provided on an “as is” basis. By continuing to view or interact with this blog, you acknowledge and accept these terms. If you do not agree with any part of this notice, please cease using this site immediately.
YourPCM Limited is a company registered in the UK and operates exclusively under the jurisdiction of the laws of England and Wales.
