On this week’s Dear Katie, I’m answering a question that I have gotten twice in the past week: I’m getting leads, but they’re the wrong ones. How do I attract better-fit clients?
First, I want to congratulate you because you’re doing a lot better than you think.
Leads are coming in, and even if they turn out not to be ideal clients, you’re doing something right.
It’s better that you’re attracting the wrong clients than no one at all because with small tweaks, you can often turn things around..
Here’s where I’d start to tackle this problem:
I’m going to ask you a question that is hard for a lot of people to answer: who are your ideal clients?
You need to repel the wrong leads, but you can’t do that without knowing who you want to attract.
Start by asking yourself, “Why is this client not ideal for me?”
Once you nail down the answer to this question, you can create offers that speak to the right crowd. A few questions that will help you narrow down your ideal client are:
From there, let’s look at your offer.
Firms are going all-in with advisory services. One survey found that 83% of firms offer advisory as core services.
But here’s the problem:
Cold leads that come through your social media marketing or a form on your website may not:
You need to move people up the value chain, and this may mean:
Remember, you’re getting the right people in the door, but this doesn’t mean selling low-ticket services forever.
Rather, your goal is to move these low-ticket leads to other services over time.
I’ve seen many firms pass up great leads because they can’t sell them on high-ticket services out of the gate.
A message like “we help business owners” is too vague.
It’s not going to attract, nor is it going to repel.
To attract your ideal clients, you’ll need to sharpen your messaging.
Be specific about:
Here’s an example:
We help short-term rental owners reduce their tax burden and increase profitability through proactive planning.
A message this specific will only appeal to a very specific type of client (the kind you want to attract).
Your time is valuable.
Don’t waste it.
Before you allow leads to book time on your calendar, prequalify them first to make sure they’re a good fit.
Ask questions that will weed out poor-fitting clients.
For example, if your ideal clients generate a certain amount of revenue, then make this be a part of your prequalification form.
If you have a minimum fee, include that too.
Asking the right questions and providing information upfront will help ensure that neither you nor the potential client wastes their time having a conversation that will lead nowhere.
Remember: the stories you share will attract more of the same.
Let’s say that you want more clients needing tax planning.
Share stories from clients you’ve helped, highlighting where they were at before and after they started using your tax planning services.
Post them on social media, your website, and share them with prospects.
If your goal is to attract better-fitting clients, do these four things this week:
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 analyzing your current clients and asking yourself what makes them ideal. Consider their industry, revenue, and mindset. This will help you create targeted offers that attract the right leads.
Evaluate your offers to ensure they align with the needs of your ideal clients. Consider starting with lower commitment services, like a tax review, to gradually move leads towards higher-value services.
Be specific in your messaging. Clearly define who you help, the problems you solve, and the outcomes clients can expect. This clarity will resonate with your target audience.
Create a prequalification form that includes key questions about revenue and service needs. This will help filter out leads that are not a good fit before scheduling meetings.
Share success stories from clients who fit your ideal profile. Highlight their challenges and the results you’ve achieved for them. This will attract similar clients looking for those solutions.
Identify your ideal client, refine your offers, add a prequalification form to your calendar, and share a success story from an ideal client to showcase your expertise.