Recession Busting Secret Number 1

Get VERY CLEAR About Who You Want as a Customer/Client

I suspect one of the main reasons you’re here is to learn how to attract more new clients.

But as you’ll soon see, doing so is rarely the fastest way to stability.

So, what are we going to do?

Well, we want to attract new clients. BUT, not just any old clients. We want to attract the type of clients you want. We want the highest value, easiest to sell to, least price resistant, most loyal customers we can find.

It pays to be discerning.

The last thing we need is to be overrun by ‘bottom of the barrel’, low price customers who buy once every 2 years and ‘moan like hell’. Why?

Well, let’s look at a simple example. This is not a beauty example. That is NOT important. The principle is the same and the goal is to get you thinking.

Say you’re a dentist wanting to add a £1million to your practice in the next 12 months, which of these two scenarios would you prefer.

1.  £1million in case revenue from single fillings. At an average cost of say £50 that’s 20,000 fillings. In a typical working year of 235 days (360 minus weekends and a few weeks holiday) you’ll need to see about 85 of these ‘bad boys’ a day… If it takes an average of an hour per filling from patient greeting to leaving you’ll need about 14 dentists working full time in your practice.

A completely ridiculous scenario but you get the idea. Pretty tough eh?

2.  Now, contrast that to this. You deliberately go looking for high value, affluent clients looking for big smile changes. A smile makeover could cost between £500 and £40,000 plus. Even at just £1,000 you’ll only need 1000 of these patients to hit the £1mill and over a year that’s about 4 a day. Sounds a bit easier right.

So here’s my point.

NOT all clients are made equal and YOU have a choice as to which you attract.

YOU decide. YOU go get them.

And YOU need to decide who you want, why you want them, how you can help them and then go get them.

So what do we need to do?

We need to ascertain WHO your ideal client is. And often the best place to start is WHO you do NOT want as a client…

A myth to dispel.

In 99% of cases it is not ten times as hard to sell a service for £1000 as it is to sell one for £100. In fact it’s not twice as hard.

Rather than being more difficult it usually just requires a different approach – we’ll have a look at that in a bit.

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