This week I’ve been creating the website content for the new suite of services our team here at Convergo will roll out this summer (can’t wait to launch this!) It's got me thinking about what our ideal prospect looks like.
We all have ideal prospects. These are the future clients that are a great fit for your business. They value what you do. They align with your values and culture. They recognize the value you deliver and are willing to pay for it.
We also all have prospects that are not a good fit: They don’t value what you do. They don’t align with your values and culture. Instead of recognizing value, they want to grind you for a lower price. While you may make a little bit of profit on the deal, you’ll lose all and more of it as your employees get frustrated serving a client that is misaligned with your company. Usually, these non-ideal clients end up leaving and are often your most vocal critics.
Idea: What if you told your prospects what types of clients you want to serve?
I think if we were more explicit about who we wanted to serve, good things would naturally happen. Ideal prospects would resonate with your values, vision, and culture. They would say, “Yes! Finally! I've been looking for a partner like this!” The non-ideal prospects would be repelled. How helpful would that be?
As I’m writing the content for our new website, I thought it made sense to tell our prospective clients what type of companies we like to work with. The hope is that it will create resonance with our ideal prospects while repelling our poor-fit prospects.
This is a work in process, but I’d love to hear what you think. Here’s my message:
Are We a Good Fit?
We take our client relationships seriously. Our goal is to be more than a vendor. We want to be a core partner investing in your growth. Click on the links below to see if we could be a good fit for your company.
Great Company Values
If you have solid company values and not just trying to make a quick dollar, we're a great fit.
Our team does our best work with clients that have values that we can get behind. It’s a pleasure to serve companies that we’d like to come to work for.
- You have visionary leadership that wants to create a great future for the company
- You foster a corporate culture that is open to new ideas
- You have the heart to give back to your community.
If you use a process like the Entrepreneurial Operating System (EOS), we're a good fit.
Most of our clients use the EOS/Traction methodology to continuously improve their business. The key to business success is a consistent, sustained march towards a better future.
- You know that there are no quick fixes or silver bullets.
- You value execution.
- You measure and improve in other areas of your business.
If you want a partner that is actively involved with your management team we’re a good fit.
One of the key reasons programs succeed is of management involvement. We know that when management is involved, the program has a much greater chance of driving revenue growth.
- You want a partner focused on driving top-line revenue, not just being a marketing agency.
- You are willing (under non-disclosure) to share real goals and actual results related to the key metrics of # of customers and revenue per customer.
- You believe in participating in quarterly strategy meetings to review progress and set strategy.
If you have an eye to building what's next, not constantly reliving the past, we're a good fit.
The world is changing. While the values of hard work and excellent service that got you where you are today will never change, you realize that some of the way you do things must change.
- You approach new ideas with an open mind.
- You are willing to read and discuss books on marketing and sales strategy.
- You plan on creating a sustainable future for your company.
Invest In The Future
If you're willing to invest in your future, we’re a good fit.
The strategies, systems, and skills that you need for the future require an investment. You realize that you are building the infrastructure for the future of your company. This requires three types of investment:
- Leadership: You need to be the catalyst and cheerleader for change.
- Time: We won’t crowd your busy calendar, but you need to be involved in quarterly review and strategy meetings.
- Money: Nothing worth having comes without some kind of price. Our commitment to you is to show an ROI on every dollar you invest.
Could You Do This?
Have you described your ideal client? Why not share that with your prospects. You may end up attracting more ideal prospects and repelling the ones who could be a drag on your business.
What do you think? Let's talk about this in the comments below.