Are you reflecting your knowledge back?
I often talk about the importance of knowing your Ideal Client is and having an Ideal Client Avatar. As business owners we need to get to grips with who they are, where they hang out, what their pain point is, or, in other words, what is keeping them awake at night.
Doing so not only helps us to ensure we can spot an ideal client and build a relationship with them, it means we stay focused on delivering those services where we have the right expertise and success rate. We need to do a thorough job of understanding them and revisit this regularly. (If you’ve yet to give this a go, try my ebook which provides a step-by-step guide.)
However, there’s another side to this story which is mentioned a lot less. What does your Ideal Client Avatar think when they see you? Do they look straight past? Do they recognise you as someone who can help them?
Demonstrating your knowledge
I suspect many more of us do this important work and then use it as a tool to help us find, and market to, our ideal clients. Potentially less of us spend time telling – or showing – our ideal clients how we can help and why they should be working with us.
I’m currently reviewing my content strategy to support my marketing strategy for 2022 which supports my business strategy for 2022 and beyond. I’m really pleased with how much I have amassed and how it covers most areas of the services I deliver. Lots is on target for the people I want to attract and demonstrate my core activities well. However, one area I’ve identified that I can invest more energy in is helping people continue to enthusiastically engage with CRM we built together and why they are needed to work more efficiently and effectively.
I know that one of the main challenges for people who have recently implemented a CRM is getting the best out of it and allowing it to grow and develop as they and their business do. I work with all my clients to provide initial training but the product we use – Capsule CRM – is continually being developed and so it is evolving too. Did my clients know enough about this? And could this critical information be used to show prospective clients that I could add real value?
I already send 7 advanced tips after the client has their built CRM (let me know if you’d like to receive these), and info about periodic updates when they happen, but I wanted to do more. So, I thought long and hard and invested time and energy into thinking about some of the Capsule functionality which my clients could benefit even more from.
It was an invaluable exercise to undertake as it led to me creating my most recent video – containing my top ten tips on how to really make the most of this powerful business tool.
My existing clients are all now owners of a quick reference guide which will help them save even more time and become even more efficient in their business. Their original investment with me is providing new value because I have been able to help them deepen their knowledge and continue to get the maximum functionality from Capsule.
In addition, they know I am thinking of them, that I know the pitfalls of running a CRM – the main one being that using it effectively means changing habits and there has to be a compelling reason for busy people to do this.
But it struck me that this was a missing element in the story I tell about client avatars. It’s all very well knowing yours inside and out but, if they don’t know you’re their best solution for success, they can’t act on that knowledge.
How can you find out more, and fancy a challenge?
So, my challenge to you is to look at what you know or what you’ve learned and share it. Build this step into your sales process or create a touch point for each existing client using Capsule. You can set up a task against all your active client accounts and remind yourself to check in and let them know you’re there, always learning, always adding value.
I have been working with CapsuleCRM for a decade and helped many clients increase revenue, reduce costs, make the most of their contacts, manage their pipeline and deliver great customer service. Capsule is an excellent way to capture your leads and clients once you’ve identified them using your avatar.
I can design and install the perfect bespoke version of Capsule to meet your needs. Capsule really is a great solution for coaches, consultants and business owners and when it is integrated with Mailchimp and Xero you have really solid foundations in place to grow your business.