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Finding the Right Clients

December 30, 2009

The “right” clients are those who (a) want what you have, and (b) can write the check to obtain it.  Both criteria are essential.

At a recent presentation I spoke to a woman who told me she had identified her target client group, but they weren’t interested in buying. She spent five minutes convincing me that the people she was pursuing had no interest in what she had to offer. I told her to stop chasing them. They aren’t the right clients for her. “But they need me,” she said. Doesn’t matter. If they have no interest, they’re not going to become clients. Plain and simple. Don’t look for buyers who need you. Look for buyers who want you.

Another colleague is interested in selling strategic services to VPs at small organizations. But, they can’t write a check. His buyers are the CEOs of these companies – they are the ones with budget authority.  The right clients for him are the CEOs. He needs to adjust his sights and go after people who can take him up on his offer without going to someone else for approval.

So, when you make your target client list, ask yourself these two questions:

  1. Do these people want what I have to offer?
  2. Can they write the check?

When you can answer yes to both of these questions, you have found the right clients.

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