But you don’t want just any old clients. You want clients that you really want to work with, who make doing business more enjoyable – people and businesses you actually want to help. 

But where to start? The short answer starts with marketing and ends with a sale. Although it doesn’t always end there… if there’s an opportunity to retain the client or help them more than once. 

The key is that it’s less about you and more about them. 

By that, what we mean is, it’s not about how many people you can do business with, how many sales you can make and how much money you can bank. It is about how many people you can help and how much value you can add to their business (and lives). 

To get to those people (your ideal clients) you need to think strategically. 

Here’s how: 

1. Offer value

Bring potential clients something valuable and educational instead of trying to sell to them. This isn’t about buying, it’s about helping. If you help them, they are more likely to want to engage with you, (rather than being railroaded into doing so). 

If they choose to work with you rather than being forced, pushed or tricked by a clever sales tactic, they’re far more likely to not only come back, but also recommend you to others. 

By giving them something valuable, they can learn about you without you asking for anything in return – and that’s a great way to start a relationship. 

2. Decide who you are

Your business has values – it came from somewhere, with goals and aims, but why? Your reputation rests on how great your product is, but also who you are. Decide who you are and stick to those values in every single piece of content that comes out of your business (which includes video, social media, emails, marketing, how your staff speak on the phone – everything). 

This is your tone of voice, and the more you can stick to this, the safer your clients and potential customers will feel in your hands. The safer they feel and the more they ‘know’ you, the more likely they are to do business with you and recommend you to others. So this matters. 

3. Go where your ideal clients are

When clients don’t come to you, go to them. That might mean digitally – i.e. on social media or through email marketing – or it might mean in person. Who are your ideal clients and where/how do they operate? 

That’s where you need to be. 

Not selling to them, we’d hasten to add, but just making them aware of who you are and giving them useful resources for free. 

4. Establish which problems you solve

Instead of vying for the attention of strangers (against goodness knows how many others) help them. Decide which problems you can solve for them and how you can make their life easier. 

Then show up consistently and offer your ideas generously. Show them you’re the expert. 

This will  build trust and (eventually) give you a platform to help them more extensively. 

5. Ask for referrals

Ask existing and happy clients for referrals and references. No one will be a better advocate for your business than those who already know and love it – and have no skin in the game. Their referral is as genuine as it comes. 

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To that end, if you need help with your words, or want to learn more about business strategy from any of our team of experts (who between them have launched over 20 £1,000,000-grossing companies), just get in touch. We’re always happy to hear from you and always happy to help.