I was speaking for QuickBooks last week on marketing and specifically, how do you get your dream clients turning up, ready to buy from you. We had a great turnout and before I started I asked everyone why they’d come to hear this talk.
The answer that most people gave was because they wanted “better clients”.
I asked why, and they said it was because the clients they had just weren’t good enough.
They just had too many clients not paying enough, not valuing their services, not paying on time and just making their lives less joyful.
So I showed them how we grade our clients in our firm from bronze through to platinum and that it looked something like this.
But I also explained how in most firms, they have a model which looks more like this, with lots of bad clients who are made of lead and holding them back.
The audience laughed as they resonated with the model and then became hopeful that I was going to show them how to create this flow of their dream clients.
But I didn’t.
You see, most accountancy firms are actually CREATING bad clients.
Potentially good clients turn up, and then through their initial experiences, the way the firm prices their services, sells their services, takes payment from the client and then onboards that client, turns that potentially gold client into lead.
It’s the opposite of alchemy.
So what’s the point of driving more dream clients into your business while ever you have a lead-making factory in place.
You see, marketing is helping people to take a step closer towards buying from you or buying more from you.
But we have to deal with the second part first (buying more from you), because if we can’t do that, what’s the point of doing the first part. So…
- Are you wowing your current clients?
- Could you be doing more for them?
- Are you solving their biggest problems?
- Do they know everything you do?
You have to create a gold-making factory before you invest in the expense of marketing, otherwise you’re just spending money and time to create more lead (that’s lead, as in the metal, not lead, as in a prospect aka potential gold.)
This starts with making sure…
- You’re profitable in the way you price
- Your clients are paying for everything you do
- You’re providing them with everything they need (not just what they want)
- You’re providing great client experiences
We started this process 2 years ago in firm, when we first invented GoProposal to solve this exact problem. Then and only then can you invest in proper marketing.
We all have the same type of clients blowing our way.
The trick is to not wish for better clients, but to take responsibility for creating better clients.
Find out five ways to transition bad clients here.