B2B prospecting and marketing is a vital part of generating business, regardless of size or industry. Without an effective marketing strategy, sales inevitably dry up and run dry. More than 40% of salespeople agree that prospecting is the most challenging part of the selling process. This can be especially true for saturated markets such as the IT industry; However, there are several ways to increase sales, attract high-value customers, and achieve better results using the following eight tips!
So, how do you strategically attract high-value clients to your agency? First, you'll need to spend some time honing your pitch and the messaging around it. High-value clients come with high-value needs, and will look for an agency that goes above and beyond to meet them.
Top tips for attracting high-value customers
1. Define your target audience
To attract a big budget, a big opportunity, and clients from all over the world, you need to be clear about who they are, what benefits they want from their marketing agency and the specific services they are looking for. Start by creating a personal profile of your “high-value customer,” identifying things like the marketing challenges they face daily and their marketing and business goals.
Next, think about the individuals you'll be targeting: managers, marketing heads, and business owners themselves. Collect useful psychographic information, such as personality traits, opinions, values, and emotional responses. Basically anything that might influence their decision making.
Include as much detail as possible for each of these elements as it will help you build a comprehensive picture of your ideal high-value customer.
If it seems too much to include too much detail in your profile, remember: in order to attract a specific subsection of customers, you need to fully immerse yourself in their way of thinking.
Doing this work thoroughly will go a long way in helping you define your high-value customer marketing strategy and make the right marketing decisions to attract the best potential customers.
2. Develop USPs for high-value customers
Your marketing strategy should focus on your unique selling points (USPs) and the real-world benefits your agency can bring to this level of clientele.
When a potential new client discovers your agency for the first time, they will likely ask themselves, "What can this agency do for me that others can't?" .
It should be very clear to a potential client exactly how they will benefit from working with your agency – over and above what they will get from the competition.
To help with this, try these starting points:
List five specific ways high-value clients will benefit from working with your agency.
Identify three things a client should be able to do once they start working with you.
Write how the client will be missed if they choose not to work with you. Think about the potential lack of results, challenges, and any frustrations they may face.
Identify three things a client should be able to do once they start working with you.
Write how the client will be missed if they choose not to work with you. Think about the potential lack of results, challenges, and any frustrations they may face.
Building your high-value customer marketing strategy around benefit-led USPs like this will make your offer more compelling to your target audience.
3. Show off your big wins
You should clearly demonstrate how you have made a difference to other high-value clients.
If you haven't already, start building a bank of high-value customer case studies that demonstrate your results.
Tell your customers' stories from start to finish – explain the challenges they faced, how you helped solve them, and the benefits the customer gained. Make it relatable – you want potential customers to see themselves in the story.
As with your USP messaging, focus on the benefits to the customer, and use realistic numbers and statistics where possible. Saying that a client achieved 20% growth in leads is much more convincing than simply “We helped our client increase leads.”
If you can explain how your agency has an “edge” over the competition, even better. Maybe you've pushed the boundaries of marketing with a competing brand client, or delivered great results for a brand in a new category.
4. Build your credibility
Trust is crucial in business, especially when it comes to agencies and their clients. Since a high-value client will likely invest thousands in your services, he or she should know that they are dealing with a trustworthy agency that can deliver on their promises.
When customers are happy with their agency, they tend to stay. But they also tell their peers. As the word spreads, it can mean many referrals and big business for you.
When your agency is referred to other high-value companies looking for results-driven business and services, you are
more likely to gain their trust and make them new clients.
conclusion
Prospecting for potential customers is an essential part of the selling process. It takes commitment and daily effort to ensure you attract new leads and stay on top of your sales game. Commitment can be broken down into three basic elements: intention, time and trust. Your intention is your focus (in this case, generating new leads). The time you invest in your intent must be determined (15 - 30 minutes a day minimum), and trust (built over time with a consistent prospecting strategy) is essential to securing the end result, i.e. sales.
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