Making every client your "best" client

We’re not sure if our system is unique, but it does work… it might work for you too. (I have adjusted ours a little to apply to a financial planning business but the basics are the same.)

Step 1: Develop a Best Client Profile

List down the attributes of the type of client you want to work with. This is really easy – just take your favourite client and write down why you love working with them. These are the people who respect the role you play in helping to make them successful.

To give you an idea, here are the attributes of our Best Clients..

As you would know, your best clients refer similar clients so your high standards pay forward.

If you’re running public seminars or using social media to reach out for potential clients, you can’t always apply this profile immediately, so the next few tips will help in the qualification process whether the initial enquiry comes over the phone, an email via your website/Facebook page or during a seminar…

Step 2: Listen carefully

The way a person initially asks about your service is usually a great indicator, so read the message or listen to the person very carefully, noting the questions they ask. If all they want to know is the price, their key focus is on your fees regardless of what you can offer them, or they’re not keen on giving too much detail upfront, chances are they’re just after free information.

Although price is always an important point and must be explained clearly, a mentor once told me that if the first question a prospective client asks you is: “how much do you charge”, they can’t afford you, so give them the name of your competitor!

It’s always a good start if they’re open and honest, so the next step will better enable you and your staff to determine what kind of client this person would be.

Step 3: Ask for more details

This is the best way to fully qualify initial enquiries. Explain how the first appointment will work and that if you both decide to proceed, that they will be required to complete a Client Questionnaire that contains X number of questions and bring along their finance file to the next meeting.

If they’re willing to do some “hard work” and be open with you, there is a much higher chance that they will be more reliable and another step closer to being a “best client”.

Step 4: Following up

This is when you find out if your instincts were right. If all of the above steps were followed through you shouldn’t have any problem getting an honest response to your first follow-up call - “yes, we’d love to work with you”, or “no thanks, because…” to which you might be able to respond to any concerns or clarify a misunderstanding and still get an ideal client.

If your prospect doesn’t return your calls or emails, try not to despair (although I know rejection can be difficult). If they don’t respect you as a prospect, how will they treat you if they became a client? Move on, there’s plenty of fish in the sea.

Step 5: And finally...

In addition to putting your Best Client Profile on your website, Facebook page, etc, display a copy on your office wall and refer to it regularly. When your standards and values are high, don’t settle for anything less, and you will not only be successful, every client will be your “best client”!

Best wishes,

Julianne

Julianne Bell, Financial Writers Australia

PS.  If you want to save money and time on your client communication and education – and you meet our Best Client Profile – we’d love to work with you. Have a look around while you're here. Sign up to receive our newsletter full of handy tips. You are most welcome to linger longer.