How to attract and keep profitable clients

1
HOW TO ATTRACT AND KEEP PROFITABLE CLIENTS

• Discover the kind of approach which always works

Podcast available at TheEntrepreneursRadioShow.com
for full interview with John Jantsch
2
Qualify your clients

• Be crystal clear on who your client is and who
  is not.
• Know how to get to those ideal clients

3
STRATEGY before TACTICS Whats that?

• Understand pricing models within your business
• Set up campaigns that unfold over a period of
  time

4
STRATEGY before TACTICS Whats that?

• Many relies on social media
• Others on advertising
• Maybe you do need them, maybe you dont

5
Are your customers profitable?

• Business owners find that there's a 20-25 range
  of their work they shouldn't be doing anymore
  when they rank their customers by profitability

6
Are your customers profitable?

• The customer is really profitable because they
  follow your system and you are very methodical
  about setting the right expectations.

7
Are your customers profitable?

• It makes a lot easier to build your business, to
  build your products, your service offerings, your
  campaigns when you know that your customers are
  profitable

8
Are your customers profitable?

• You now have legitimate reasons and sure makes
  decisions about where you should be
• Where you should advertise
• It makes things a lot easier when you know
  exactly who you're trying to talk to.

9
Opportunity cost-higher cost

• When you're chasing or serving clients that
  aren't the right fit, that aren't profitable,
  you're making a decision about not serving
  somebody else, or at least not going after
  customers that might be the right fit.

10
How to get the trust of people in you and in what
you do

• If you're putting a lot of information out there
  you're doing a lot of education.
• You're telling people, this is how we get results
  
• You're showing them this is how we've gotten
  results for people, either in writing about it,
  recording videos, doing webinars, doing workshops

11
How to get the trust of people in you and what
you do

• You need to actually ensure that they're educated
  by creating an entire lead conversion, lead
  generation, lead conversion system that has those
  components as their core elements.

12
Making a business relationship

• Before, you had to build that personal
  relationship first and then people would start
  talking about what you could do for them in a
  business relationship.
• Now you have to be able to make the business
  case, whether it's stuff that they're reading
  about you, their friend they're sharing in their
  social networks about you.

13
Struggle of Sales People

• Instead of just being a relationship builder, you
  have to really think like a marketer and make
  this business case.
• And then we'll talk about whether or not I want
  to have some sort of personal relationship after
  that.

14
What's changed in sales and marketing?

• Buying has changed in sales and marketing over
  the last few years
• And that's what's really dictating a lot of what
  we have to do now.

15
Looking for a better way?

• A sales and marketing process that involves
  marketing automation is probably a better way of
  really talking about what we need to do today.

16
Using an hourglass in business

• Puts a lot more emphasis on the customer
  experience after they become a customer
• You can actually create a better experience if
  you start with the end in mind.

17
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