Recently I read an email from Marty Grunder of the Grow Group on the importance of defining and selling only to your ideal client. Below is an excerpt from that email that I think is worth reading.
Again and again we see teams struggle with the gap between the sales team, with their single-minded focus on selling work, and the production team, who then has to actually deliver on what the former promised. Our best solution to getting the sales and production teams in sync is to be on the same page about who your company's ideal client is. |
We define ideal clients as clients who are enjoyable, sustainable, and profitable to work with. Enjoyable Sustainable Jobs should lead to more jobs, either on this client's property or with the people they know. Typically this looks like our maintenance clients asking us to do enhancements or our design-build clients signing up for maintenance services. Profitable This week, work on defining your own ideal client: who is enjoyable, sustainable, and profitable for your company to work with? What are their attributes? The easiest way to do this is to think of your one existing client who fits this mold. How could you find more clients just like them? Especially this year, when demand is through the roof and we are able to be choosier with which sales fill our schedule, make sure you're spending time with the right clients for your business. |
Marty Grunder |
To read more about how to recognize your ideal client - click HERE.
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