The Process

The key to growth and success, the life-blood of your business, is adding new clients. An accurate and carefully crafted profile is the first step in a two-part marketing plan. As we stated last week,”What are you looking for?” Your ideal Client Profile, which we introduced in last week’s post, answers that question and sets the stage for part two . . . The Process.

The Process is the applied action step in this marketing method. You have your profile and now you will begin identifying, approaching, and engaging only those prospective new clients who meet the criteria of your Ideal Client Profile.

In step one, of last week’s post, you identified your top ten clients and determined what they had in common. Those common characteristics became the five to seven points on your client profile. Your next step is to meet with each of the top-ten, “A” level clients for a brief discussion. The following items should be included in your discussion with these clients:

• You have just completed a business analysis and market research project to determine how best to grow your business in the next year
• You are embarking on a “business expansion” program and are committed and dedicated to working only with new clients who meet the criteria of your Ideal Client Profile
• Complement them on being in that elite group, who are great to work with, often recommending and introducing you to new prospective clients
• You are formalizing this process and want to include them as one of your advisors
• Show them your profile ands ask who they know that might benefit from your approach and expertise

It is highly recommended that you not use the word “referral”, but instead use “recommendation” and “introduction”.  Some people think of asking for a referral as being needy (it’s not, of course, but to some, it may appear so).

When you have completed this exercise with your top ten, best “A” level clients, continue with the top 20% of all clients. For example, if you have 500 total clients, you will have 100 “A” level clients. This means that after you meet with the top ten clients, you will still have 90 more “A” level clients to meet with.

When you receive recommendations and introductions, follow up immediately using your discovery interview and sales process. Always report back to your client of the successful contact with those to whom they have recommended you.

This process, consistently applied, will keep you busy all year and will help you be in front of your best clients and only prospective clients who are or will become “A” level clients. Your business and income will soar!

Remember, a marketing approach with an Ideal Client Profile and a consistent Process, is the key to greater success for you and a huge increase income, as well. And, I assure you, greater enjoyment in your career.