I genuinely hope that you took the time yesterday to make that hit list and start ridding yourself of the clients that are time vampires and non-paying leeches.
Today, let’s move on to a happier topic: Replacing them with better clients.
In fact, replacing them with the best clients. IDEAL™ clients.
You already know that you can’t be all things to all people, it’s a cliche we all hear, all the time. But when it comes to marketing, it’s a cliche that you must embrace. In order for your marketing to be effective, it has to be targeted at specific people in order to elicit a specific response.
Your marketing messages will work best when you have targeted offers that are tailored to specific audiences. For example, it makes absolutely zero sense to market bookkeeping services to people that don’t own businesses. You can’t sell tax prep to people with no filing requirement. Taxpayers that full pay on time don’t need tax resolution. Etc.
For today, I want you to take a critical look inside your business. Turn off your phone. Close the door. Shut down Facebook. Tuck away the newspaper. Grab a pen and paper, and write out some actual answers to some serious questions:
- What are the real names of my 10-20 favorite clients?
- What specific things do I like about working with these clients?
- What are the names of my least favorite clients?
- What services do I genuinely love providing to my clients?
- What services do I despise doing?
- What activities in my business give me the most joy?
- What activities in my practice make me cringe the most?
- What outcomes do I truly like achieving for clients?
- Why am I in business for myself instead of working for somebody else?
These questions are by no means exhaustive and all inclusive. Chances are, when you actually do this, you’ll think of additional questions. Don’t try to self-filter or rationalize any answers you come up with, just write down what comes to mind. There are no rules here, and nobody will ever see this list. It’s just for you.
Spend at least 15 minutes on this. Minimum. If it takes you an hour, even better.
If you take this exercise seriously, it will start to reveal some very important truths. We’ll be exploring many of these truths in the August issue of “The Profitable Accountant”, which will be focused on servicing niche audiences … Continue reading