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Transcript

How To Get Better Clients In Your Business · Marketing For Tradies

• 0:00
  SPEAKER_00: In today's lesson, we are talking all about how to find your best clients.
• 0:04
  SPEAKER_00: So as service providers, as service-based businesses or coaches, a lot of what we focus on is getting clients.
• 0:11
  SPEAKER_00: And that's great.
• 0:13
  SPEAKER_00: Obviously, a fundamental point or part of doing business is making sales.
• 0:19
  SPEAKER_00: So focusing on that is definitely a healthy thing.
• 0:21
  SPEAKER_00: But what's better than just focusing on getting clients is focusing on getting more of your best clients.
• 0:29
  SPEAKER_00: And then what is even better than that is focusing on attracting more of your best clients into your business naturally.
• 0:36
  SPEAKER_00: So your best clients are those people that you can get the best results for, that you love working with and who pay you what you're worth.
• 0:46
  SPEAKER_00: They're the type of clients that make us love doing what we do.
• 0:51
  SPEAKER_00: And it won't be hard to recognize when you find one of them.
• 0:55
  SPEAKER_00: So to understand or to know how to get more of your best clients, I firstly want to introduce you to a concept called product market fit.
• 1:06
  SPEAKER_00: What product market fit is, is when you go out to the market with a product that you've already created, with a service, offer, whatever it is, a brand, business, and then you find a market or you find clients or you find an audience for that product.
• 1:25
  SPEAKER_00: And this is how a lot of businesses start.
• 1:28
  SPEAKER_00: It's how a lot of businesses and products get out there.
• 1:32
  SPEAKER_00: But what's a lot more effective than product market fit is market product fit.
• 1:38
  SPEAKER_00: And what market product fit is actually switching those two things around instead of going out with a product already made, a brand business, and offer already made and established, and then finding a market for it is actually finding the market, understanding their needs, and then creating a brand, business, and offer that's relevant to what they are looking for or the problems that they're facing.
• 2:02
  SPEAKER_00: Now, this is a lot more effective because to have an understanding of who your audience is in terms of their pain points, challenges, goals, and desires make it easier to create offers, create a business that is a solution to their problems, and we always want to be selling solutions, and also create value around our offers that are relevant to what they actually want.
• 2:28
  SPEAKER_00: And then what our brand positioning does is actually connect those two things and create a way for us to actually communicate our solution and value to the audience who have these specific pain points, challenges, goals, and desires.
• 2:45
  SPEAKER_00: So the goal of this brand positioning I just mentioned is to really position your business as a solution to the problems that your clients are having.
• 2:55
  SPEAKER_00: So where this all comes back to in terms of attracting your best clients is having that deeper understanding of exactly what their needs are will make them take notice.
• 3:07
  SPEAKER_00: Because if you are going out there, marketing your business and speaking to your ideal clients in a way that is solving their problems, they're going to take notice, especially when you've already done the research behind understanding what it is that they're struggling with.
• 3:23
  SPEAKER_00: Of course, they're going to take notice if you're going out to the market talking about the exact problem that they're facing, which you've already got proof of concept on, you already have an understanding of, and you have a product or service that literally solves that exact problem that they're facing.
• 3:40
  SPEAKER_00: There is no way if you are going out there and getting visible that people won't take notice.
• 3:46
  SPEAKER_00: And when they do take notice, you're going to make sales a lot easier, and that will mean that you're landing more of your best clients.
• 3:53
  SPEAKER_00: Your product is created in a way that gives them the results that they want, solves their problem.
• 3:58
  SPEAKER_00: So when they have those results from working with you, they're going to tell people that they know.
• 4:04
  SPEAKER_00: And guess what?
• 4:05
  SPEAKER_00: The people that they hang out with are probably your best clients as well.
• 4:09
  SPEAKER_00: So it really is this domino effect of positivity when you simply just understand your audience and create your brand and marketing and business around that.
• 4:19
  SPEAKER_00: Now, one mistake that you don't want to make is actually just to assume that you know exactly what these things are with your audience.
• 4:26
  SPEAKER_00: So assuming that you know what their pain points, challenges, goals, and desires are or their problems, assuming that you know what they want or need.
• 4:33
  SPEAKER_00: So I'm going to give you two actionable strategies that you can use to find more of your best clients, whether you're an established business owner or a new business owner.
• 4:43
  SPEAKER_00: So the first is for our established business owners.
• 4:46
  SPEAKER_00: Now, what I want you to do is go through your client list and export all of the data that you have.
• 4:52
  SPEAKER_00: We'll have one column for the client's name, one column for their customer lifetime value, so how much money they've paid you since being a client, and then I want you to create another column which is your enjoyment level.
• 5:05
  SPEAKER_00: And I want you to go through and actually rate everyone that you've worked with, and then calculate that based on your income from that client and your enjoyment level to find who your top, say, three to five, even ten best clients are.
• 5:20
  SPEAKER_00: Now, what I want you to do is actually go out and speak to those people that have ranked high on this list.
• 5:27
  SPEAKER_00: And I want you to dive deeper into understanding why they chose to work with you.
• 5:33
  SPEAKER_00: What problems were they facing before?
• 5:35
  SPEAKER_00: What goals did they have?
• 5:37
  SPEAKER_00: What did they achieve from working with you?
• 5:39
  SPEAKER_00: What was their experience like?
• 5:41
  SPEAKER_00: Get their feedback.
• 5:42
  SPEAKER_00: This will be super valuable because you'll be able to use this understanding and use the keywords that they've used as they've explained their situation to you, and also use what problems they were facing and what they wanted to achieve before they worked with you, and then the transformation that they received from working with you throughout all of your marketing.
• 6:05
  SPEAKER_00: And when you're marketing in this way, it's going to again speak to those best clients, speak to people that are just like them, and they're going to take notice, they're going to come to you, and you're going to make sales a lot easier, and they're going to be your best clients.
• 6:20
  SPEAKER_00: Now, the second strategy is for our new business owners.
• 6:24
  SPEAKER_00: So if you don't have any customer data just yet, you have to go out there and actually observe your market.
• 6:30
  SPEAKER_00: So get into the groups that they're in.
• 6:33
  SPEAKER_00: Go to the Facebook groups, the forums, the events, programs, whatever it is, what we would consider to be a congregation point of your ideal client, and actually go in there and observe them, listen to them, see what they're saying, what questions that they're asking, or even actively ask them what are your biggest struggles in X relative to what your business is going to be doing or does.
• 6:55
  SPEAKER_00: You could also do market research.
• 6:57
  SPEAKER_00: So create a form with some key questions on it and put it into the groups or forums that your ideal client is hanging out in.
• 7:06
  SPEAKER_00: If you're really struggling with this exercise, I want to just firstly let you know it is okay not to have it all figured out right now.
• 7:14
  SPEAKER_00: The last thing that I want you to do is to be held back or not take action because you don't have it all figured out or you're waiting for everything to be perfect or all fall into place.
• 7:25
  SPEAKER_00: Obviously, go out and do those things that I just spoke about around doing your market research, going out to the congregation points of your potential clients, observing, understanding, asking questions.
• 7:38
  SPEAKER_00: It takes you a little bit longer, that's okay.
• 7:41
  SPEAKER_00: So you'll see in the comment section of this video, I've added a click up template, and this is my ICA database.
• 7:51
  SPEAKER_00: So this is the database that I want you to start using to track the pain points, challenges, goals, and desires of your ideal client as you're going through these recommended research activities and as you're just running your business in general, as you're having discovery calls with clients, as you're talking to prospective clients, as you're talking to current clients, track all this data in there so you can use it for all of your marketing.
• 8:18
  SPEAKER_00: And when you use it for all of your marketing, all of your content, everything that you're putting out, and also the offers, products, and services that you're creating, then you're going to create this brand and position yourself in a way that's going to attract your best clients every single time.