On this week’s Dear Katie, I was asked: “Our marketing is working in the sense that we’re getting leads, but none of them seem to be able to afford our services. How can I find high-paying clients?”
Many firms face this problem at some point.
It’s not that you can’t get clients, but you aren’t attracting the ones you want.
Now for the person asking this question, I can’t pinpoint their exact issue without knowing their marketing strategy, but I will:
Let’s just in.
First, you need to define who your ideal clients are in the first place.
A misstep that firms often make is focusing on attracting anyone with their marketing and landing new clients that are less than ideal.
You know, the types of clients that fail to upload documents on time, forget to tell you key details about their taxes or business, or take up far more time than you estimate.
Clearly defining your ideal client empowers your marketing to speak to them on your:
Pro tip: Be super specific about who these clients are. If you target real estate, go narrower and ask: Are these clients investors? Brokers? Agents?
The more focused you are, the easier it is for your marketing to attract the right people (and repel the wrong ones).
Still need help?
Read my guide on five ways to find ideal clients to learn more.
Otherwise, your next step is to take a look at the content that you’re creating.
Content creation is the foundation of all marketing.
You’re told to produce content across a wide spectrum of platforms, including your own blog and socials.
You want to educate others and demonstrate yourself as a thought leader, but there’s a problem.
You’re creating too much ‘how-to” content.
And who reads how-to content?
DIYers.
People who aren’t afraid to roll up their sleeves and get their hands dirty.
Your content needs to shift to “why-to-hire” content that is geared toward high-grossing business owners who do not want to do their own accounting.
I tried to think of one high-grossing owner whom I know who does their own accounting, and I narrowed the list down to zero.
Shift your content strategy to this group by creating content that:
Adapting your content even slightly can help you attract your ideal clients, but you do need to avoid another common problem.
Take a close look at your messaging.
Is it too technical or accountant-focused?
Industry jargon and complex messaging may make it difficult for prospects to see your value.
How can you fix this issue? Keep it simple.
Instead of saying, “We optimize financial reporting,” say, “We help you keep more of your money.” Focus on results, not jargon.
Birds of a feather flock together. Take a hard look at the people you’re spending your time with and the business owners in your niche that you’re networking with.
Are these the types of people who need your high-ticket services?
If not, it may be time to move into new circles with people who do need your premium services.
And while you’re at it, consider how you’re networking.
Online marketing is great, but let’s not overlook the power of in-person networking. In fact, 95% of participants in a Harvard Business Review survey said that face-to-face meetings are crucial to building and maintaining long-lasting relationships.
Make it a point to start attending industry-specific conferences or masterminds. Join high-level business groups. These events and groups will put you in front of the people who will value your expert-level accounting services.
When I hear that clients aren’t ideal, a lot of times it’s because they can’t afford the firm’s price point.
My question is: Are you sure that your prices are the true objection? Sometimes, it’s not that clients can’t afford your services, but that they don’t see the value in them.
If you’re consistently hearing that your prices are too high, this may be a sign that you need to better position your offer.
Revisit your offer and make adjustments so that clients can see the true value you’re delivering.
This one might sting a little.
But if you’re not investing in your business to reach the next level, how can you expect others to?
Your mindset matters because when you value yourself, other people will value you as well.
To start finding your ideal clients, consider:
These are just a few of the ways you can invest in yourself and your business.
Take an honest look at your weaknesses and invest in these areas to deliver the quality and value that your clients will expect.
If you’re attracting the wrong clients, I encourage you to follow the tips above. The right positioning, marketing, and sales training can make all the difference in your results.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Start by identifying specific characteristics of the clients you want to attract, such as their industry, size, and needs. The more detailed you are, the better your marketing can target them.
Focus on ‘why-to-hire’ content that highlights the value of your services, showcases client success stories, and addresses the problems you solve for business owners.
Avoid technical jargon and focus on clear, straightforward language that emphasizes the results your services deliver, like helping clients save money.
Evaluate the circles you’re in and seek out high-level business groups or industry-specific events where you can meet potential clients who need your premium services.
If clients frequently mention your prices, assess whether they understand the value of your services. You may need to reposition your offer to better communicate its worth.
Consider investing in sales training, marketing expertise, or brand positioning to enhance your ability to attract and serve high-paying clients effectively.