Quantify To Obtain More Clients
Posted: Thursday, September 30, 2010
by Helen Ewing
The Ewing Group, LLC
T hat sounds like a no brainer doesn't it? As many have discovered, multiplying your client pipeline is easier said than done, or is it? A common mistake in trying to obtain more clients is having a focus that is too broad for the kind of product or service being marketed. Not everyone is interested. Only a portion of people are interested. Just like a pair of binoculars, the general focus is unclear to prospects. Selecting an object and narrowing the focus brings the object into clearer view to clarify the value proposition so people buy your offerings. An easier way to think of this method is in terms of your ideal client's demographic. In order to be interested enough in your product or service, what characteristics does your ideal client tend to have? Put these characteristics into a list of: age, geographic area, profession, average income range, education level, hobbies, associations, etc.
Now that you know the geographic area of where your ideal clients reside, based on their demographics, you can decide what is the most effective way of attracting them. It may be through public speaking events where you offer a presentation of your offerings. It might be through a workshop showcasing your company's offerings through a community adult education center or community college. It could be volunteering for positions at events within your ideal client's professional association in order to network with them. It may also be mailing a newsletter informing your ideal clients of your location and offerings with a discount to incentivize them to contact you. The outreach strategy of choice may be a combination of these methods. Whatever you choose, make it fun and engaging for your prospects in order to grab their attention and get them to contact you.
Quantifying the characteristics your ideal customers have helps you to concentrate your marketing and sales dollars on the people with the highest potential to purchase from you rather than spending resources on those who will be least likely to buy from you, like the shot gun approach.
At the end of the day, marketing and sales is a numbers game, but you can maximize your efforts and resources in quantifying your leads to obtain more clients.
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Top-level comments on this article: (3 total)It's always surprised me when dealing with clients who have no idea they can market directly to a particular demographic. They consistently mass market and wonder why their return on investment is so low. Good article.Thank you Grace -- you are so right!
I think you're right that quantity matters, so long as the client base is focused, and that it's important to find those who specifically want what you have to offer.Thank you - being focused takes effort but it is well worth it in the long run.
Thorough. Explicit. Helpful. Clear. You definitely have your topic down. Agree with the simplicity of your approach, because it is more difficult than it looks. Good article.Thank you for your support!
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