5 Strategies to Attract Ideal Clients for Your Practice
Some things in life, particularly food, seem to have a natural fit: bacon and eggs, chips and salsa, wine and cheese, and my favorite, chocolate and peanut butter. These combinations, however, don’t always happen by chance. The ideal breakfast, party platter or dessert requires strategy and thought ahead of time to achieve extraordinary combinations.
Similarly, in business, some thought and strategy should be applied to your practice and the clients that go with it. Here are five strategies to attract ideal clients for you practice — and create some incredible combinations.
- Look introspectively. Spend some time mapping out what you enjoy most about your business, what you contribute and offer your clients, and what makes your organization unique. Ask yourself, “What authentically sets me apart from my competition?” Next, consider what you want for your business and how you want your firm to look, feel and operate. These elements are typically enshrined in core values and exhibited in cultural norms. Then, make some notes on what you need to change, in order for you to be the firm that you and your clients want it to be. By identifying what is authentic to you, it will be easier to implement your plan.
- Specialize. Like spaghetti and meatballs, there is some specificity required for optimal results. Macaroni is not the right noodle, and fish is not the right meat! The same should apply to you and your clients. Pick a specialization — be it an industry niche, point in the business life cycle, or a unique service or function you perform. Specializing allows you to focus on, and attract, clients that are looking for an accountant with just the expertise and ability to address their needs and wants without other distraction.
- Develop processes. The unique pairing of wine and cheese is no accident; both are derived from a similar process: fermentation. While one is made from grapes and the other milk, the products that result from the fermentation are distinctly different, resulting in a perfect balance to the taste of the wine. Strategizing and defining the processes for how you want to work with, and support, your ideal client allows you to take two different entities and create a balanced pairing. The processes are a guide for you and your client to both know what to expect from each other, what level of involvement is required and will be provided, and how you can complement his or her existing processes.
- Marketing. Milk and cookies are the perfect pair, and Nabisco, the maker of Oreos, realized that. There is a reason their slogan is “milk’s favorite cookie,” and their packaging shows the cookie being dipped into the drink. Their attraction is based not only on a specialization, but also from the ability to be marketable. By looking introspectively and specializing, you create a basis for fame, recognition and communication. Once selected, you must share that with the right audience. Spend your time marketing yourself, your brand and your specializations, using modes and methods your ideal clients identify with that will allow you to be very specific in your efforts.
- Create relationships. Perhaps, the best relationship of all is that of chocolate and peanut butter. There is something about the combination of the two that is unparalleled; both have a distinct richness, one slightly bitter and the other salty, and both are complemented by the other’s sweetness. When you get these two together, the relationship between the two makes them a perfect pair. Invest in relationships with your clients and potential clients in your chosen specialization. Build upon the foundation you have set, using these strategies to attract the ideal client, and continually celebrate the unique relationship, benefits and complement between you and your clients.
While some foods seem to be natural combinations, remember that all great pairs do not happen automatically. With a little thought and planning, development, marketing, and investment of time in relationships, specialization can attract the ideal clients to your practice.