How to Gain High Value Clients Part 2

Referred customers are better customers.  We’ve been looking at why you should make referral a systematic part of your promotional program and how you should go about it.  In “The Simplest Way to Get More Business” we discussed the “why” you should have a referral program, ”how” to go about it, and the ”mistakes to avoid”.

I then interviewed Rashid Kotwal from Revealed Resources.  In Part 1 of our interview (How to Gain High Value Clients) Rashid discussed the importance of high value clients and what they can mean for your business.  High value clients are few in number, but provide the greater part of your sales, and profits – the 80/20 Rule.

And clients you get from referrals are more likely to become high value clients.  After all, a client who thinks enough of you to refer you is unlikely to refer you to a dud.

Do you just stumble over them, accidently, or are there things you can do to make life a little more certain?  The answer to that question is YES

Getting High Value clients is about opening doors, deepening relationships, and closing the business.  Finding, and keeping, high value clients can make such a difference to your sales, and cash flow.

In Part 2 of our interview (“3 things you must do to get new high value clients”) Rashid looks at how to use a Referral Kit to win high value clients, and the role “constant communication” plays in winning such clients.  To do so he answered two questions.

1.    Why businesses need a referral kit (read lead magnet), and

2.    How to use constant communication to move people down the sales funnel until they’re ready to buy.

There is a mine of more information or resources on Rashid’s website,

They include:

A Free Book on “10 Strategies to Attract High Value Clients”

His Accelerated Business Growth Program:

Practical tips -

Just need some ad-hoc marketing, sales or business advice? Our 2 Heads Sessions will help get you on your way without long term commitment.

Client Interviews & Testimonials:

Free Marketing Course:

Some more takeaways you will find useful

  • When asking someone for a referral, you need to be specific about the person or business you are seeking to be referred to.  It certainly isn’t “anybody”!    You need to be able to narrow down the targets you are seeking.
  • The person making the referral is likely to be busy, and not inclined to make the sale for you.  Providing them with a “Referral Kit” which contains the material you would initially send out to a prospect, allows the referrer to just give them to a prospect to educate them.  That kit needs to warm up the prospect, or do the sale for you.  It takes away the sales pressure the referrer might feel.
  • Alternatively, ask your referrer for a list of names that meet your criteria, and a letter from them that you can send out.
  • The minute you give a referral, you are transferring trust.
  • Constant communication is required to move people down the sales funnel.  There are a number of steps, and they all involve education:
    o    There are those who don’t know they have a problem, until it confronts them;
    o    Once they become aware of the problem, they are looking for possible solutions;
    o    They then narrow down the supplier/s they want to deal with;
  • Constant communication moves people down from ‘slight awareness’ to ‘I’m ready to buy’.  It has to be designed in such a way that it maps out where the prospect is in that journey.
    o    The person who is just starting to look needs something simple.  It might be a Fact Sheet (The 7 Things you Need To …..).  It might only be 1 – 2 pages.
    o    Once the prospect is on that list as a potential client, you keep giving them a little more information to start to build “know, like, and trust” until they are ready to buy. 
  • The “90 Day Rule” – if a prospect hasn’t heard of you within 90 days, they will forget you.  You must communicate with your prospect at least once every 90 days.  Once a month is better.
  • Another mistake often made, is failing to tell the prospect all the things you can do for them.  If you don’t tell them, they won’t know.

If you would like to be part of my referral program

And receive my reward, “The Profit Leak Detector – Tell Tale Signs to put Cash Back in Your Business”, contact me This email address is being protected from spambots. You need JavaScript enabled to view it.and give me the business name, contact, email and phone number of the people you are referring, and I’ll immediately forward this valuable booklet.

© Copyright 2017 Adam Gordon, The Profits Leak Detective 

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