OUR BLOG

SALES

Five Strategies For Midsize Service Firms To Break Through Revenue Plateaus
How Pro Service Firms Can Fix The ‘Drop Everything — Chase Money’ Problem
Prospect, Originate, Navigate: How To Fill Your Professional Service Pipeline
To Grow Your Mid-Size Professional Service Firm, Think Carefully About Your Promise
How To Sell Professional Services Today – Part 7
How To Sell Professional Services Today – Part 6
How To Sell Professional Services Today – Part 5
How To Sell Professional Services Today – Part 4
How To Sell Professional Services Today – Part 3
How To Sell Professional Services Today – Part 2
How To Sell Professional Services Today – Part 1
How Mid-Size Service Firms Can Acquire Great New Clients On LinkedIn
Five Ways The Consultative Sale Improves Profits
How To Win The Complex Service Sale Consistently
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
How To Break The Grip Of Rainmaker Culture
How Content Impacts The Service Sale
How To Know When Prospects Are Ready
How To Pull Prospects Into Conversations
Nurture Organic Relationships Online
How To Build Relationships With Jaded Prospects
Do Prospects Want To Buy Or Be Sold?
Close Deals Faster Using Proof Statements
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
Your Best New Client Is Looking For You
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
Quick Or Deep Content: Which Is Better For Professional Service Firms?
Most Leads Are Not Ready To Engage – But They Will Be

MARKETING

How To Market Managed Services - Part 3
How To Market Managed Services - Part 2
How To Market Managed Services Today – Part 1
Why Service Firms Need A Multichannel Digital Marketing Strategy
Does Your Website Attract Ideal Clients?
Why Service Firms Need The Ultimate Digital Marketing Stack
The Myth Of The Time-Starved Service Buyer
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
Why You Need A Generous Brand
How Content Impacts The Service Sale
Are You Measuring Your Time Funnel?
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Five Digital Marketing KPIs
Can Service Pros Over 40 Succeed In Digital?
Do Your Users Experience Content Regret?
Content Registrations Are Not Enough
Is Your Website Open For Business
How To Build A Great Digital Marketing Plan
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
The Value Of An Idea Driven Website
A New Website Won’t Bring You New Clients
Do You “Get” Digital Marketing? – Part 2
Do You Get Digital Marketing?
Who Benefits From Your Content?
Lead Nurturing Versus Content Marketing
Your Best New Client Is Looking For You
Make Your Website A New Client Driver
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
How To Get The Greatest Value From Content Marketing
Why You Should Absolutely Give Away Your Best Ideas
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
How To Nurture Ideal Prospects
Quick Or Deep Content: Which Is Better For Professional Service Firms?

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WHY SERVICE FIRMS SHOULD FOCUS ON IDEAL CLIENTS– PART 1

Client acquisition tends to be a top goal for nearly every professional service firm. A growth orientation can sometimes cause service firms to take on clients who may not be ideal. I would argue that this is not a wise path to take. When service firms work primarily with ideal clients, a few very powerful things start to happen. Here is what I have witnessed.

Their Market Position Becomes Very Clear

This makes it easy for prospective ideal clients to find them. It also shortens the sales cycle because prospects can clearly see if they are a good fit for the service provider. Ideal clients tend to self-select into dialogue.

Their Value Proposition Becomes Distinct

Service organizations that focus on a particular client niche usually do so because they have a strong story to tell people who are a part of that niche. Often the founders of the firm came out of a particular industry niche where they had expertise and a solid reputation. When the experiences of the founders are translated into a distinct value proposition, the firm wins.

Their Win Rates Go Up

Most service organizations face stiff competition, either to other service providers or to the all-dreaded inertia position. Most service buyers are safest doing nothing rather than taking a chance spending money on an intangible service. When service organizations demonstrate a mastery of the goals, opportunities and challenges of their ideal clients, they become a trusted advisor. This means they win more deals because prospects understand how they will benefit from the service provider.

KEY TAKE-AWAY:

 

WHEN SERVICE ORGANIZATIONS DEMONSTRATE A MASTERY OF THE GOALS, OPPORTUNITIES AND CHALLENGES OF THEIR IDEAL CLIENTS, THEY BECOME A TRUSTED ADVISOR.

Their Staff Project Energy And Excitement

Everyone loves a winner and service organizations who serve primarily ideal clients convey a winner’s mentality. I’m sure you’ve seen this. The staff know that what they do has a major impact on their clients. This energizes them and gives them a confidence that is highly attractive.

Sounds great, right? But this raises an important question. What does an ideal client look like? What makes an ideal client… well ideal? There are seven major qualities that we have identified that cause ideal clients to stand out:

  1. Impact: you deliver services that have a significant impact on their situation, usually their top or bottom line or both. There are also other types of impact, like peace of mind, goal achievement, stress reduction and a strong sense of progress toward goals. 
  2. Budget: ideal clients easily afford your services and usually have already reserved a line item in their budget for those services.
  3. Profits: you earn a substantial profit by delivering these services.
  4. Insights: you understand what your ideal client needs often better than they do.
  5. Expertise: your ideal clients want and need your specific capabilities and have limited options for acquiring that expertise.
  6. Culture: there is a good fit between the way you do business and the way your ideal clients prefer to be served.
  7. Chemistry: your staff and your ideal clients’ staff work well together with few conflicts.

When you think about the clients you serve today, how do they stack up against these attributes? How could your firm benefit from serving more clients who are a great fit?

In my next post on this topic, I’ll explore the benefits your firm can realize from focusing on ideal clients.

About The Author

Randy Shattuck is a seasoned entrepreneur who works hand-in-hand with senior leaders of mid-size professional service firms to grow revenues, acquire clients, open new markets, increase profits and effectively position their brands.

OUR BLOG

SALES

Five Strategies For Midsize Service Firms To Break Through Revenue Plateaus
How Pro Service Firms Can Fix The ‘Drop Everything — Chase Money’ Problem
Prospect, Originate, Navigate: How To Fill Your Professional Service Pipeline
To Grow Your Mid-Size Professional Service Firm, Think Carefully About Your Promise
How To Sell Professional Services Today – Part 7
How To Sell Professional Services Today – Part 6
How To Sell Professional Services Today – Part 5
How To Sell Professional Services Today – Part 4
How To Sell Professional Services Today – Part 3
How To Sell Professional Services Today – Part 2
How To Sell Professional Services Today – Part 1
How Mid-Size Service Firms Can Acquire Great New Clients On LinkedIn
Five Ways The Consultative Sale Improves Profits
How To Win The Complex Service Sale Consistently
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
How To Break The Grip Of Rainmaker Culture
How Content Impacts The Service Sale
How To Know When Prospects Are Ready
How To Pull Prospects Into Conversations
Nurture Organic Relationships Online
How To Build Relationships With Jaded Prospects
Do Prospects Want To Buy Or Be Sold?
Close Deals Faster Using Proof Statements
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
Your Best New Client Is Looking For You
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
Quick Or Deep Content: Which Is Better For Professional Service Firms?
Most Leads Are Not Ready To Engage – But They Will Be

MARKETING

How To Market Managed Services - Part 3
How To Market Managed Services - Part 2
How To Market Managed Services Today – Part 1
Why Service Firms Need A Multichannel Digital Marketing Strategy
Does Your Website Attract Ideal Clients?
Why Service Firms Need The Ultimate Digital Marketing Stack
The Myth Of The Time-Starved Service Buyer
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
Why You Need A Generous Brand
How Content Impacts The Service Sale
Are You Measuring Your Time Funnel?
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Five Digital Marketing KPIs
Can Service Pros Over 40 Succeed In Digital?
Do Your Users Experience Content Regret?
Content Registrations Are Not Enough
Is Your Website Open For Business
How To Build A Great Digital Marketing Plan
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
The Value Of An Idea Driven Website
A New Website Won’t Bring You New Clients
Do You “Get” Digital Marketing? – Part 2
Do You Get Digital Marketing?
Who Benefits From Your Content?
Lead Nurturing Versus Content Marketing
Your Best New Client Is Looking For You
Make Your Website A New Client Driver
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
How To Get The Greatest Value From Content Marketing
Why You Should Absolutely Give Away Your Best Ideas
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
How To Nurture Ideal Prospects
Quick Or Deep Content: Which Is Better For Professional Service Firms?