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In last week’s blog, we looked at identifying your high value training clients. But now you know what they look like, how can you attract them to buy from you?
Speak to your high value clients
One of the benefits of identifying your high value clients – their industry, the size of the company, the problems they’re facing – is that you can then tailor your marketing as though it’s speaking directly to those clients.
You can name their pain points, you can highlight how working with you will solve the specific problems or challenges they’re facing, or how training can improve their business; in other words, you can be very specific about the value you bring.
The key is to take steps to target your marketing to those people or businesses so that contacting you feels like a no-brainer to them. You can also filter out potential clients who may not be such a good fit. This is often called ‘self-qualification’ or ‘self-selection’.
Adapting your website for your high value clients
You might do this in a number of ways. If we think about your website, for example, you could:
- Feature images that reflect the industry you want to work in or the type of company you want to work with
Before your website visitor has read a word about your business, these images can paint a picture about the businesses you work with or the results you deliver.
- Show snippets of testimonials from some of your quality training clients
One of the greatest barriers to buying from any business is fear. Testimonials can be influential because they provide social proof that someone else has bought from you and been happy with the experience. If you have trained within big name businesses or companies that are facing similar challenges and had good results, it’s a good idea to show that throughout your website rather than on a single testimonials page.
- Feature case studies that show how your training has made a difference to previous clients
Following on from the above point, case studies give you an opportunity to take social proof that one step further. You can showcase how your training made a difference – wherever possible, provide facts and figures.
- Post blog articles that discuss the type of training you offer or that address industry news
What content would your high value clients find helpful? What knowledge can you share that would provide a helpful resource? A blog is a fantastic way of building your authority and reputation. Once you know your audience, you can write your blogs so you’re specifically talking to them.
- Have a short questionnaire on your Contact page where you ask people to tick which range their training budget falls within
This is a tactic that many businesses use to communicate a subtle message about their pricing and weed out enquiries from people who just don’t have the right budget. The options could show the lowest budget for which you’re prepared to work, as well as the highest budget – the benefit of this is that people who want to spend less than your minimum probably won’t contact you and having an upper limit may send a message to larger organisations that you don’t have the capacity to meet their training needs (of course, if you are aiming for larger companies, then you could ask questions about the size of the business, number of employees or the budget that all point to a larger scale).
- Feature a rough pricing guide or a range of training packages with an indication of what might be in a typical one
Again, this can be a helpful way of filtering out enquiries from people who are shopping on price alone.
- Ask questions and use words in your headlines that talk straight to your quality training clients’ pain points
This is a common copywriting/marketing approach that encourages people to self-qualify. They read the questions and think, “Wow, it’s like they’re talking to me. It’s like they know me. Yes! That’s exactly how I feel”.
- Add your Terms and Conditions to your website, including your payment terms, so that they are visible from the outset
Once again, this helps to set boundaries around your working relationship with clients and ensures that everyone is on the same page. If people are aware of how you work from the outset and happy with your terms and conditions, it can go a long way towards forging a lasting collaboration.
You don’t have to turn non-high value clients away!
Although there are many benefits to attracting high value clients, I’m not advocating that you should turn everyone else away. I just mean that you can’t market to everyone, so it makes sense to focus your marketing on the business you want to work with.
In my experience, the more we are able to work with our quality, high value training clients, the easier business gets in many ways. You will look forward to delivering your training, feel relaxed about taking phone calls or attending meetings, be able to set clear boundaries, see an improvement in your cash flow, charge what you’re worth, and feel more in control of your time.
Sounds good, doesn’t it? I promise you that it feels good too.