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December 15, 2014 at 11:32 AM
There are many ways to prospect and look for new clients, but is there a way to find new clients that are similar, if not exactly like your current best clients? The following steps explain how you can find clients that will work with your profile.
Step 1 – Get Clear
One of the quickest ways to expand your book of business is to get laser clear on who you serve the best and who serves your business the best. The clearer you are on what you want, the more likely you’ll get it.
Who are your best clients? They know the value of your advice and they trust you implicitly. They are well connected in their community. They meet or exceed your financial minimums. They are willing to pay for your advice without complaining. They are happy to take a stake in your success.
Many of the top producers who participate in our Referral Champions Coaching Program tell me that the quantity of referrals isn’t their issue anymore. Rather, they want to improve the quality of their referrals. Using an Ideal Client Profile (ICP) is the answer. Here’s how it works:
- Determine the quantitative and qualitative characteristics of your “A” clients and write them down. Quantitative characteristics are things like: net worth, investable assets, income, occupation, location, age, business and family situation – to name a few.
- Qualitative characteristics are things like: attitude toward professional advice, general personality, risk tolerance, and lifestyle.
Every rep’s profile will be somewhat different. For instance, you might really like working with small business owners, while a colleague might enjoy engineers, or high-level executives in large companies. There is no right or wrong here. You may also enjoy working with “middle market” folks.
The point is, when you are only working with people who fit your profile, you do a better job for your clients, your clients experience the value you bring to the relationship, and they’re more likely to give you referrals to people like themselves.
Just taking the time to be clear on who your “A” clients are is a worthwhile exercise. But don’t stop there. Write your profile down in a format where you can share it with certain clients and centers of influence. I’ve found that showing people your ICP is much more effective than just telling them.
Step 2 – The Interview
It’s important to be totally upfront with why you want to interview your clients. It’s a combination of wanting to know what’s working in your relationship – what they find valuable – then brainstorming how you might approach others like them.
Your “script” might sound a little like the following: “I’ve been taking a look at my business and want to focus most of my energy serving clients much like yourself. I’m doing a little research and I really value your help. I’d like to get together for about an hour to do two things. First, I want to make sure I’m on track with you. I want to see what you value in our relationship and see if there’s anything I could or should be doing differently to serve your needs. Second, I want to brainstorm a little on how I might reach more people like you – people who I believe I can serve the best. I’d be happy to do this at a time most convenient for you. I’ll even bring a nice lunch over to your office if need be. What do you think?”
Don’t worry about the exact words I used above. Find your own words that are natural for you.
Step 3 – Determine the Value
It’s important for you to determine the value you bring to your client relationships. Here’s a gusty way to start the interview: “George. On a scale of 1-10, where am I with you right now?” That will get your juices flowing as well as some important information flowing from your client.
