 Make the changes necessary to deliver what clients want efficiently and profitablyOf course, half the battle is understanding what your clients really really want and Sally covered that last week in Part 2 of the programme. I'm going to take that idea further this week - it's critical to understand that from the client's perspective there are some mission critical parts of your service that absolutely have to be delivered in the same way on time every time. If you mess up on the mission critical parts, there's a real problem. If you like, there's a sort of Maslow's Hierarchy of Needs that can be applied to what your client wants from you - we've made it easy for you and added a free download to our site for you so you can see what we mean. You can also use this download to map out the mission critical parts of what your clients want from you.
But this programme is called the Profitable Growth Programme: we advocate growing business that is profitable. So you will see that we have marked on the download a reminder to map your own critical business requirements.
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 Understand what your ideal clients valueThis week is all about how to understand what your ideal clients value about your firm: what they really, really want from you. There are two main reasons for wanting to know this: first, to make sure that you continue to deliver exactly what your core clients love about working with you and second, to be able to articulate to potential new ideal clients what it is about your firm that they are going to love!
Surely all clients want the same thing? Not at all.  Identify the Ideal ClientWhat does this mean?
Well, as I write this, the sun is streaming through the windows and I am looking out on a garden that is blooming with new growth. The same thing happens every year as if by magic. Except, of course, it isn't magic, but the result of some planning and hard work on my part combined with energy from the sun, nutrients from the soil and a lot of rain. Some plants grow very happily without any input from me at all (especially dandelions!). Some need a lot of extra care (I don't have many of those!). Mainly my garden is full of plants that like this soil and this position and appear regularly every year. This is also the secret to a profitable client base: get rid of the weeds you don't want, nurture a few special clients that give you something special like kudos in a particular market or help you attract other, less demanding clients. But above all, do whatever you can to cherish the clients who already love what you do. Attract and nurture clients who are most likely to benefit from and value the way that you do business. |
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