How Important is Your Sales and Marketing?
If I was to ask you what percentage of your clients you cannot wait to work with, what would it be?
Conversely what is the percentage of clients you dread to talk to?
Often 20% of your clients will bring you 80% of your income, the other 80% are the ones who take up your time, don’t pay quickly and pick fault in most of the things you do for them. Which would you prefer more of?
By following our acronym of TRACK you can not only improve the quality of your existing clients, you can position yourself to only recruit the clients you love in the future. This will free up your time, increase your income and make your business so much more of a pleasure to work for. What so many business owners forget is that it is their business and they can choose to work with whoever they want, so often the target market is someone with a pulse and possibly a wallet (although they don’t often check for the wallet.)
Target – Deciding the attributes of your perfect client, including more than just the standard business traits, e.g. Turnover, industry, number of employees, etc, but also personality traits, and more to do with the person than the business. The more accurately you target the people you are looking to work with easier it is to engage with them.
Research – Once you have your clear target, you are then able to put in the quality hours understanding the challenges which you can help them overcome, how they tick and what is important to them.
Attract – Now that you understand who you are looking to attract and what is important to them you can go about the area of business most would call marketing, although targeting and research is a vital part of marketing. The attract tasks will include education, piquing their interest, PR, social media, websites, direct mail, networking, telemarketing, and many more. All these tasks need to be budgeted and part of the marketing plan.
Connect – Having now attracted the clients of choice, it is up to you to now build a strong relationship where you both decide that it is an appropriate time for you to work together. The connect stage of the process will include your business sales process, which takes a future client from lead to client and beyond.
Kaizen – The Japanese word for constant and never ending improvement. When you have built a strong relationship and gained a new client the work does not stop, it really begins. The stronger your relationship, the more likely it will last and become a lifetime one which is constantly growing and improving the lives of everyone.
The bottom line is that the strength of your business
is directly proportional to the strength of your relationships.
If you are not attracting all the customers you want and would like to know more call today on 01604 214695.