Getting Better Results – Getting Better Clients

Achieving great results in your business consistently is a balance between an art and a science, and discipline and hard work.  Over the next couple of months, we are going to bring you some of the successful strategies our clients implement to get better results in their business.

One great way to improve profitability over time is to improve the quality of your clients – and this includes your current clients as well as getting more ideal ‘A-Class’ clients.

Finding more “A-Class” clients

“A-Class” clients are the ones who ‘get’ you and your business. They understand the value you bring to the table, and are prepared to pay what you charge. The relationship is built on trust. They rarely try to haggle the price down; they love your work and they pay on time. They tell their friends about you and the great job you do, and they respect your team. These are the type of dream customer who everybody wants. And we’re here to tell you that you can connect with them strategically if you know how to.

Just like so many other things in business, it’s about understanding the process you need to follow. And if no one has ever explained it to you, it’s probably something you wouldn’t ordinarily think about.

  1. Identify the qualities of your perfect client.
    What are their interests, their age, their stage in life, are they women or men? Do they have kids, is it their first home or their third? Where do they hang out? What are their beliefs and values, where do they socialise (online and in person), who is part of their trusted network or community? Who do you know who could introduce you to them and put in a good word? You want to know everything you can about them.
    WRITE THIS DOWN.
  2. Now you need to get into their head and empathise with them.
    Remember people buy to solve problems – the more problems you solve the more valuable you become.
    How can you understand their problems so specifically-and offer a solution which is so compelling and easy to understand, they’d have to be mad not to use your services?
    Is it quality of work, communication, being on time, trust, service, flexibility?
    WRITE DOWN THE LIST OF THEIR PROBLEMS – AND THEIR SPECIFIC HOT-BUTTONS. YOU ARE IN THE BUSINESS OF SELLING SOLUTIONS.
  3. Now, how can you position yourself as the expert in providing these solutions?
    1. What unique and special qualities about your team and your service offering can solve this frustration for these clients?
      WRITE THIS DOWN.
    2. Importantly, never ASSUME your ‘A-Class’ clients understand the value you and your team deliver. You need to consistently reinforce this message.
      WE GET YOU, WE GET YOUR PROBLEM, WE ARE THE EXPERTS, WE HAVE A SOLUTION FOR YOU.
    3. How do you establish credibility at solving problems
      1. Become industry authority – partnerships
      2. Identifying new problems – opportunity
      3. Build systems that solve problems – innovate
  4. And lastly, what guarantees can you make to reduce the risk for them in using your business? WRITE THESE GUARANTEES DOWN.

However, this is only one part of the solution. Our clients achieve great success through developing their ‘My Brand Plan’. This activity provides them with the confidence to CLEARLY communicate to clients, partners and Team members their business beliefs. You need to be able to explain –

  1. Who you are
  2. What your values are
  3. What your expectations are
  4. And what is your point of difference (or Unique Selling Proposition, USP)

We assist them to use a very structured approach, targeting the type of businesses they’d like to be aligned with to ensure their own success. After they have identified likely businesses, they pro-actively approach them through our well-developed ‘Expression of Interest’ process which sets them apart from the competition. And this approach is working effectively and consistently over time.

We also work with our clients to present their Expression of Interest to their current clients to confirm their value and point of difference and their commitment to an ongoing relationship with those clients.

One of the ways you can tell these strategies are working well is when you can begin to let a few of your “C-Class” customers go. You know, the ones who always try to beat you down for price, pay you late, and give your boys a hard time on site. These are generally your least profitable clients who probably give you 80% of your headaches. Just take the longer view, and let them go when you can afford to. And remember, it’s all about the process.

 

 Get Excited About Your Business!

 

For more information on our programs to develop your business skills – CLICK HERE
OR call us on (02) 8011 4855 or 1300 665 922 or email us at info@cubeconsultinggroup.com.au