Last Updated on: 2nd February 2024, 10:28 pm
When I first started my business, I would feel disappointed whenever I failed to close a deal with a client. I soon learned, though, that it’s okay if you don’t get certain clients. They’re probably not the ideal client for you, and you’re also probably not the ideal service provider for them. As such, it will probably not lead to a beneficial relationship should you work together; hence, there’s no need to feel bad about not getting certain clients.
I also learned that you don’t have to get hundreds or thousands of clients to succeed in your business, especially if it’s service-based. You probably won’t have the resources to properly cater to that many clients without significantly affecting your lifestyle or the quality of work you deliver. You need about only 20 to 40 ideal clients to succeed in your business while still keeping your sanity.
So, who’s the ideal client?
The ideal client needs your service
Although
many clients can potentially use your service, not all of them need your services
enough to invest in them. In this regard, your ideal client is one who
considers your services a critical part of their business operation or
strategy.
Although you should continuously educate your target clients about the value of
your service, your ideal client is one who already recognizes its importance in
their business. This will make it easier for you to close the deal with the
client. This also means they can more easily convey what they need.
In my case, I find that most of my ideal clients are companies in the tech space, as they’re the ones that already know the relevance of content in digital marketing.
The ideal client can afford your services
The ideal client is one who can afford your services. You don’t have to lower your service rates just to get a client, as this will not only lower your margins but may also serve as a precedence for other clients, especially if your current ones refer you to their colleagues or peers. As Neil Patel asserts, you shouldn’t give discounts either as this can do more harm than good for your business.
In my case, I give discounts to repeat clients and for bulk orders as a way to incentivize my clients for continuing to work with me. However, these discounts are fixed, and my clients know from the onset that they are available under certain conditions. In addition, I’ve structured my pricing such that these discounts don’t hurt my margins. For more tips on how to grow your business, see my previous article, The 3 Ways to Grow Your Business.
The ideal client values your unique value proposition
Whether it’s your ability to produce large volumes of work or your ability to provide high quality products or services, it must be something that the client values.
Not all clients necessarily value high quality if it comes at a high price, especially if they need large volumes of work completed and if their budget is a bit constrained. On the other hand, some clients may feel they’d rather pay more for quality work, so they don’t have to spend time correcting the work.
On the other hand, some clients may be looking for a service provider that can deliver work at quick turnaround times, or some may want a service provider where they have direct communication with the service provider leaders. Still, some may need an automated service that won’t require any input from them.
Whatever unique value you offer, it is something that your ideal client values.
The ideal client is responsive
When you contact a prospective client, the ideal client is one who quickly responds to your messages, whether it’s a cold email, a question, or a follow-up. This shows that they’re interested in exploring the potential of working with you and that they need the type of service you provide.
This also shows that should you end up working with them, you know that you can count on them to respond to your questions or concerns in a timely manner. This is especially important when you encounter project issues that can potentially delay project completion.
The ideal client understands that you’re not perfect
Having worked with many clients, I find that some clients expect you to know exactly what they want and need from the get-go and get disappointed or stop using your services if you fail to meet their expectations.
The challenge is that some clients are not able to correctly and accurately communicate their requirements. They may say one thing when they really mean something else. They also expect you to know their business in a more in-depth manner, probably failing to consider that you’re an outside party who may not be familiar with their line of work or work processes.
On the other hand, some clients understand that they’re bringing you into their company as an outsider and that you would not be familiar with how their business works. As such, they’re either willing to orient you or to give you time to understand how they work. These are the ideal clients you want to work with, as they’re the ones who seem interested in working with you in the long term.
Likewise, even when all requirements are communicated well, as a service provider, you and your team are only humans and are bound to make mistakes. The ideal client would understand this and would give you the chance to correct your mistakes. These clients are the ones you would want to work with in the long term because no matter how good you are at what you do, you won’t get everything right 100% of the time.
Conclusion
It’s important that you qualify your leads from the onset. This will save you a lot of time and energy and will also save you from a lot of disappointment. When I was starting my business, I didn’t qualify my leads very well. I was very eager to go on a call or a meeting with anyone who asked. This led me to attending a lot of meetings and giving out a lot of free services that didn’t lead to positive outcomes.
The objections were mostly on the price. There were also instances when the free service we provided (sort of a free trial) didn’t meet the client’s expectations just because the clients failed to accurately communicate their requirements.
By doing a better job of qualifying your leads, you’ll have an easier time finding the ideal clients for your business and make more productive use of your time.
Who’s the ideal client for your business? Do share in the comments below.
