We’re approached on a regular basis and asked, “how to I find/get the perfect client?”.
The answer to this question is one that EVERY Business Owner and Marketing Manager are hungry for.
But, I ask you to stop…
BEFORE you ask the question; “HOW do you get the perfect client”, I must ask you…
How do you know when they are the perfect client?
What do they do or say to you?
How do you qualify them?
What is their tipping point?
On the flip side…
How easy is it to work with you?
The onboarding process enables us (and you) to take each client on in a consistent way which also ties into our Sales Process. This not only gives your business a process to stick to but also helps your team members learn HOW you work and HOW you do business.
As part of our onboarding process, Koogar offers a 30-minute Consultation which gives us a chance to talk through your requirements, questions and/or concerns when it comes to taking on the right marketing person to work with and, how we work and how we are going to help you get the results you are looking for.
During this session there are 4 questions I will ask throughout the session and depending on the answers to those questions, it will help me understand if the person/company fits within Koogar’s standards or requirements for our clients.
Standards and Requirements, I hear you say… #WTH?
Well, for us to know that you are the right person, we have created the perfect answers to our questions, so we know the type of person/company we are dealing with, how the they would benefit most by working with us and how we can help them achieve their marketing and business goals.
What I mean by “Standard” is…
A “standard” is a level of quality or attainment.
Running a business is a two-way street.
Not only are they (your clients) choosing you, but you should look to choose them too!
Do they fit within your boundary’s as the “perfect client”?
Have you defined who your perfect client is?
Who is the perfect client?
The perfect client isn’t just a set of demographics (age, location or the type of car they drive) or boxes that you slot people into.
It is much more than that!
The perfect client is a person who has feelings, likes and dislikes, values and ethics, morals and a way about them… Understanding who they are takes years of research, watching, listening and interpretation.
It’s not just a form they can fill in to tell you if they are right for you or not…
But there is a process of how to identify YOUR perfect client, which I’ll share in another blog.
What is an Onboarding Process?
Onboarding is “the action or process of integrating a new employee into an organisation or familiarising a new customer or client with one’s products or services”
This allows you to show your customer how you work, set expectations (for them and for you), what is expected from them as a client, which products/services are best for their requirements and the promise you will make to them as the brand they will be working with.
In short, this is a step by step process taking your client(s) from being interested into buying something from you, through to delivery of your product or service and onto the after sales. This is a huge part of your customer journey and without it people wouldn’t get to where you want them to be.
How do you go about creating an onboarding process?
1: Understanding your client
…and knowing HOW they will react to certain questions.
You know when you’ve had a client that has gone rouge and working with them hasn’t worked out for you or them… THAT!
So, how do you know when a client isn’t a client?
You must be specific here, they will say something or act in a particular way towards something you say, do, give or show them…
Now focus on that and write down else they would say…
This helps you to work backwards, so you know WHICH questions you need to ask them in the first place!
2: Understanding their requirements
This is about wants vs needs and how to ensure that you and your company is the right fit for your client.
What do you do, what don’t you do, what will you never do and what might you do (if… XYZ happened)
3: Which product or service is the perfect fit?
Which product or service you deliver is the perfect fit for this particular client or do they need something created especially for them?
4: Then onto your Sales Process
Now they are interested how do you move your client from being interested to buying from you?
What do they need to see, read, listen to, watch or touch to help them make the next decision, getting them one step closer to where you want them to be?
The Sales Process is something that generally stays in the head of a Business Owner and never makes it out.
When you have documented the sales process, others within your team or around you are able to replicate the perfect way to get a new client for your business.
Writing it down and getting it out of your head is the first step.
Going through it with a fine-tooth comb to see the cracks and then fix them is the difficult part.
What if you keep getting clients that don’t fit your Standards?
This is good news, not bad!
This will show you HOW you carry out business and what actions (marketing) you are taking to find the people that don’t fit and how they are finding you.
In time you will be able to identify the tiny incidents, moments, gestures, comments, tones that people do or say which eventually stops you from getting those clients that turn into a nightmare. Having them not only drains your energy, wastes your time but also stops you from working with the ones you want.
The beauty of running your own business is that you get to choose who you want to work with.
Granted, when you start out in business and even years down the line you don’t want to say no for several reasons;
Wanting to test out new ways of working, products or services
Think that saying “yes” is what you should do all the time
OR because you need the cash in the bank
If the latter is the case, then we need to reassess who your perfect client is and learn to understand two things;
that saying “No” is OK…
the perfect customer will come (as long as you understand who they are)
However, if you keep getting the wrong client it might be that your message isn’t right, the type of marketing isn’t in the right place or dare I say it the product and service you offer isn’t right for the people you want to attract.
There can be several different factors.
Listen, this process doesn’t happen or come into fruition overnight. You do need to be running a business for a while to know WHO you don’t want to work with and who you do.
You will get the clients that turn into bad news, but they help you understand what you don’t want…
But the onboarding process is one that every business needs to ensure the people you are working with not only understands you and how you help them but also “gets” you, loves you (turning into raving fans) and then refers you on…
If you need help or would like to discuss the onboarding process and how it would work for you and your business, the perfect place to start is by booking your free 30-minute Consultation with Amanda.
List the questions that you have so that Amanda can answer them for you.
You may have heard of the term BIG Data before but maybe unsure as to what it is:
What is Big Data
Definition taken from Wikipedia – Big data is a term for data sets that are so large or complex that traditional data processing application software is inadequate to deal with them.
It is an essential way where if used correctly and to the businesses advantage will change how your business performs, WILL lead to significantly more business and will help you outperform your competitors!
Most industries today have already established new ways to leverage the data driven strategies so they will capture value, compete and innovate. Healthcare is one of the best examples of industries who keep on using this data and one of the pioneers in analyzing health outcomes.
Another industry that uses Big Data are industries who offer products like children’s toy and industrial goods. They determine how their products will be sold on the high-street and online. This kind of knowledge and information of the newly created service offerings it has provides better design for the future products.
Big data will help you to create business growth opportunities.
Most of these companies sit in the middle of the large flow of information wherein the data of their services and products, supplier and buyers, consumer intent and preferences can be analyzed and captured. Furthermore, Big Data provides the ability to estimate metrics like consumer confidence and it is considered as a powerful tool for prediction.
The patterns within the data will allow you to use it and test theories in real-time.
Due to this, there are great studies for different domains on how the healthcare and industry’s can broadly apply the way the leverage of Big Data be emerged.
Here are the 5 ways on how you can leverage the data you collect:
You have the ability to unlock significant value to make the information you collect transparent information. The data you collect on your clients will always bring clarity and efficiency for your business.
You can narrow down the segmentation of each customer type and the information collected will provide you precise analytics on the services and products you supply.
Store and create more purchasing data in a digital format. Businesses can now accumulate precise performance information from product records. Through the use of your data, it will help you to boost the performance and expose the variability of your business while controlling experiments and having better decision management.
It can be used in developing new services and products of the next generation. Manufacturers can now use the data that is obtained by the sensors that are embedded in the services or products and create innovative sales service. It will help you avoid product failures and your business would have a proactive maintenance.
Offers you refined analytics that will improve your decision-making as well as minimise the risk and valuable insights that remain hidden.
By collecting data on your customers, learning about them and understanding them better your data will provide a great advantage to your business, providing you with improvements and will help you be more competitive in the industry.
So how are you currently collecting data on your clients?
The problem is people have set ways of doing things AND their own thoughts about things… their own perspective on things…
Do you ever meet people who say they know what you do, but don’t really?
They have an understanding of the concept of what you do, but this is based on their own experiences with that thing, whatever it may be.
Let’s take marketing for an example. People “know” what marketing is and they’ve all had experiences of doing it themselves, with other people and having others do it for them which may not have good connotations to them.
The problem why people don’t know what you do, is because they don’t understand HOW you do it. They have their own preconceptions of what you do but not a deeper understanding. Which means there is only one solution…
You have to help the clients you encounter, UN-learn what they already know about what you do…
And to help people un-learn, you MUST educate them. Educate your clients (current and potential) WHY you and your company are the right people for the job… Educate them about you, your company and how you do things. People buy from people!
You can NEVER convince someone to work with you because convincing them means you need to do everything within your power to make sure they “get it”.
Meaning of the word Convince
verb: convince; 3rd person present: convinces; past tense: convinced; past participle: convinced; gerund or present participle: convincing
cause (someone) to believe firmly in the truth of something
persuade (someone) to do something
This convincing could/can be seen as manipulation and begging to a point.
Koogar prefer to influence!
Before we talk about influence though, what is the message(s) you are putting out there and does it match what your client is looking for?
Again, let’s take marketing as an example; When you rock up to a networking event and you tell them you are in marketing, a web designer, solicitor, an accountant, business coach, whatever… Giving the general term for what you do will get you one or two of these reactions;
Eyes roll; “another one of them” gesture – they don’t say it to you but they are thinking it and you are thinking to yourself you should have said something else…
The person you are talking to says “Oh, I do the same as you” and it’s VERY clear they do not! – Being the same isn’t a good thing, in fact it’s really bad!
Really, tell me more about how you do that?
Ideally you want the third reaction which enables you to start telling your story of HOW you help people.
The way in which you deliver the message about what you do is the essence of the influence.
Meaning of the word Influence:
noun: influence; plural noun: influences
the capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
And this means to enable the person to make their own mind up about you and what you do.
At Koogar, if we have to convince someone to work with us then we know that if they do they will always be unsure, second guess us and never truly believe.
Sometimes you should walk away from business too. Not everyone will “believe you” because of the experiences they have had in the past and this is OK.
Having to convince people to work with you WILL sour the relationship and they will always think “[insert what you do and/or who you are] never worked” when clearly if done properly, consistently and coherently it does!
Imagine…. You’re in the car, you know where you are going but get lost along the way because you have taken a wrong turn and didn’t realise where you were? OR you’ve got in the car, set the Sat Nav to your destination (it has found it) and you still didn’t get to where you needed to be?
A brands customer journey can be the same…
Here are 10 steps to help you create your perfect customer journey AND we have a download for you to print off and help you make a start TODAY!
File Size – 1.59MB
Step #1 – Follow the 10 Steps
WHO is your perfect client? This is an answer you should know and if you don’t this is the first place to start! Before you can begin your customer journey you MUST have and understand your buyer’s avatars!
Ask Amanda for a copy of our “Define your Audience” Spreadsheet!
2: Goals for your Avatar
What does your Avatar hope to achieve as they experience EVERY step of the journey you are about to take them on? Conduct surveys and interviews…
3: Goals for Products/Services
What are the business goals for the products and services you provide and the specific goals for a customer journey?
Research can cover several areas; your client, your product/services, customer support and complaints, analytics social listening and competitive intelligence.
5: Touch Points
Mapping touch points is where your potential or current customers encounter your business BEFORE, DURING and AFTER they buy something from you!
6: Empathy Review
This is where you depict your clients FEELINGS during the experience they are having during one of your touch points.
At this point it’s time for you to prioritise your website pages and work out WHICH are the best to review, optimise and test to see where they are getting stuck!
8: Timeline Creation
It’s now time to put all client journey together: start with each touchpoint and the channels, emotional highs and lows, and use all the data you have collected to improve your future customer journey!
Now it’s time to roll out journey and A/B Test it! Knowing what to test first depends on how well you know the data collected and understanding where you’ll get the biggest gains with the least amount of effort.
10: Review and Refine
Now that you have tested you need to measure your success AND non-success. If your journey isn’t working or you’ve noticed a shift do something about it. Go back to Step 8 and follow the steps!
11: SHARE with your Team
Evaluate how your current journey has worked, the differences and what YOU and your team now need to do to create the new experience for your customers.
Step #2: Download and fill in the Customer Journey Mapping Tool
We have a document that you can download and print so you are able to start that journey today!
File Size – 1.59MB
Keep us informed and let us know how you get on by commenting below…
One of the biggest issues we encounter is businesses that think they understand their customers, and think they know who they are trying to attract, but in actuality their understand of their target audience is hugely underdeveloped.
While this might not seem like a huge issue, the importance of understanding you customers cannot be understates, as meeting your customers wants and needs profitably is what marketing is all about.
Additionally, the more you know about your customers, the easier it is tocreate relevant content that they will actively engage with. This continued engagement generates trust, relationships and consequently rapport, and is therefore crucially important for generating business.
While there are a range of different ways of developing a deeper understand of your customers, segmentation must be the starting point. This is where the market is effectively split into groups of individuals with similar wants and needs. There are three main ways in which markets can be segmented:
All three of these parameters of segmentation are crucially important, as they can be used to develop a deeper understanding of your customers. Demographic segmentation is key because it outlines the demographics of your audience. While this isn’t ideal for in depth understanding, it gives you a general outline of the audience you are targeting.
Psychographic segmentation is much more personal, and therefore if this can be effectively implemented then it can tell you a huge amount about your target markets interests,style, hobbies, and desires. Thus, aiding the evolution of a much more detailed and focused customer profile.
Finally, behavioural segmentation is concerned with the purchase behaviour of your customers, and is therefore key for your marketing as this can identify the occasion in which they make purchases, or the benefits they are hoping to gain from the purchase.
This information is again crucially important for the creation of a much more fine-tuned customer persona. This is because it enables firms to discover the motivations of their customers, which are often linked into their demographic and psychographic profiles. Thus an effective segmentation strategy can go a long way towards you developing a much more well-rounded understanding of your customers.
Relevance = Rapport
But why is this important? Well, once you have a more fine-tuned understanding of your customers, you will know what they like, what they don’t like, where they hang out, what their biggest fears are etc. Therefore, effective engagement with them is much easier. This engagement should be much more meaningful, as the deeper understanding will enable you to touch on their points of both interest and pain.
Relevant content is key because if you can attract customers to your site through the curation of creative, unique and relevant content in which they are interest, then that can generate rapport. This is because they will begin to trust your content, and use it as a resource for their business.
With that rapport you will then have the opportunity to impress them and convert them into new business through the use of calls to action! Furthermore, if it is hitting the spot with some customers within your target audience, then it is likely to be shared within that network of customer too, increasing brand awareness, engagement and thus business.
Therefore understanding breeds relevance, relevant content develops rapport, and rapport generates business. If you feel you need support with developing a deeper understanding of your perfect customer, or with the creation of a strategy to engage with them, book in for a FREE 30 minute consultation today!
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