How To Find Your Dream Client
New marketers are often tempted to promote their products and services to the whole world, but seasoned marketers narrow their market place from a million to 500 or less. It’s about finding the ideal dream client, who is a lot different from the regular client.
Dream clients value what you have to sell. They spend more money on their segment and have more complex needs. Creating a high level relationship is part of the value that you create for your dream clients. You start by creating value before claiming any value by beginning to prove that you have extremely beneficial ideas.
You don’t keep everything behind the wall anymore. You share your ideas with your dream client in a way that makes you known as a value creator. You get hired because you are the person that connects with them on those ideas. A regular client, however, wants low prices and pleasant transactions and only sometimes grudgingly allows you to capture part of the value you create.
As a superstar sales person you have to create a nurture tool kit. This kit makes dealing with the dream clients effective and productive. Most organizations have nurture tool kits but don’t use them effectively. As a token of appreciation, for example, you can send the perspective dream client a case study with a personal note that you are sending based on your “last conversation,” suggesting that he might benefit from these ideas.
Let it be clear that this is not part of a marketing campaign. This is you as a sales person, grabbing the paper yourself and writing the note “I believe that the idea here is critically important to your business and if I can help you with this, let me know.” You are giving the client the idea for free. Now it becomes their idea, because you passed it off to them.
If you have a chance, educate your client by bringing them to a conference or workshop or even by just sharing an article. Share something that conveys an insight that may produce better results. Start making deposits into the relationship. Most of the clients are able to get information from the internet by themselves, but you, as a sales person, are not replacing this information. You are not a walking brochure but the creator of ideas. You are the one who your clients know and trust and rely on.
If you have to choose one or two things to start with, here they are:
- Define your target. Define your dream client. Who can I create the most value for? Who will be so happy from the result that they will willingly share the value with me?
- Start getting in front of deals. You don’t want to be at the end of the sales cycle. Potential clients can go to the internet and do a bunch of research themselves, which means it will be more difficult for you to create value for them.
By nurturing your relationships and sharing ideas, you can put yourself in a position to create values upfront. You can pull yourself out of the box and establish a reputation as a value creator. This is going to move you to the front of the line. Get in front of these opportunities. Make up your targets and start developing those relationships. Focus on the future value you are to create.
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