BRX Pro Tip: Your Best Clients Will Tell You Who to Target
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you today. Lee, how do you go about figuring out who you want to serve, who you want to target? What’s your best counsel on that?
Lee Kantor: Yeah, it depends on what stage of growth you are as a business. If you’re just starting out, obviously it’s difficult because you don’t have any clients to kind of decide who you like, who you don’t like.
Lee Kantor: But once you’ve been around for a bit and you have had clients or have clients, what I highly recommend you doing is kind of look at your roster of clients and former clients and just start studying them. What do they have in common? What industry are they in? What size are they? What problem were they trying to solve when they connected with you?
Lee Kantor: And then, start looking for patterns. Which of these do you want to clone? Which one would you like more of? Which one do you want less of? And then once you kind of see the pattern, then just start kind of going all in and marketing to that specific profile.
Lee Kantor: Stop trying to be everything to everybody and just get really good at serving this one type of client that you want more of. And if you keep doing that relentlessly, you’re going to be known as kind of the expert for that niche, for that specific audience. You will be the go-to provider for them – service provider for them. You’re going to win more often. You’re going to enjoy your work more because it’s in your sweet spot of what you do well and what they need more of. And you’ll be able to charge more because you’re more specialized.
Lee Kantor: So, my advice, look at your five best clients that you have now or have had in the past. What do they have in common? And then what’s your ideal client profile based on the pattern that you see from your five best clients, and then build your service and offering around them, and then just really kind of lean into them and just target that group with all of your marketing and see what happens.
