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What Do Clients Need?

Posted By Rayne Provost, Tuesday, October 8, 2013
Updated: Wednesday, April 9, 2014
Servicing clients leaves me little time to find new ones. Is there a better way to market and attract clients to me to avoid the cyclical nature of getting business?

One way to attract new business is to give the client what they want. Author C.J. Haden writes, "Trying to get clients when you're not really sure what they need or want makes you an answer in search of a question. You're going to have to turn your key in an awful lot of locks before you find the one that it fits.

It's not enough for YOU to know why they should hire you -- THEY need to know. It's hard enough to find clients without also having to educate them on why they would want you in the first place. The needs that your service fills should be important enough that clients are already looking for a solution before you make contact."

Her advice?

  1. Find out what the "hot buttons" are for the people in your target market.
  2. What do they perceive to be the greatest problems they face, or the biggest goals they wish to achieve?
  3. Ask these questions of the people you serve and the other businesses who serve them.
  4. Read trade literature or special interest publications and educate yourself on the key issues in your marketplace.

TIP:C.J.'s final thoughts? "Don't worry if the most popular issues aren't the ones you most want to work on with your clients. Chances are that if you attract prospects by marketing to their perceived needs, you'll create opportunities to explore other options with them. But if you market something they don't yet know they want, you may never get to have that conversation." 

Click here to read full article.

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