Ever wished you could work for a different type of client?
It’s something a lot of decorators talk to me about.
Some are tired of working on new builds all the time and want to do more domestic work. Some want to do less domestic work and more commercial jobs.
Some just want work for people who value a higher standard of finish.
Of course, the common question that links all these conversations is:
How do you change your marketing to get more of the work you actually want?
This is a great question.
Here is my step by step plan to start getting the sort of work you actually want.
Identify your ideal customer. The key here is to be as specific as possible. Most people will say something like ‘I want to do more high end work’. This is a good start, but you really need to drill down on it.
Think more carefully about your ideal customer. Is it an architect? A building company? An interior designer? All could be considered ‘high end work’.
Say you choose building companies. Now you need to establish what sort of building work they do. New build luxury apartments? Hotels? Bespoke home builds?
Get laser focused on exactly who you want to target and then move on to step 2.
Build a list. Now you know who you are looking for, start building a list of everyone that fits the description.
Ways to find people:
Google (You know what to do with Google!)
LinkedIn – Search for people with the right job title
Facebook – Search through company pages or find groups your target customers might already be part of and see if you can join.
Instagram and Twitter – Think about who your target customers might follow. For example, if my target customers are builders, they probably follow builders’ merchants who run competitions! Go on to Travis Perkins and check their follower list. There will be hundreds, if not thousands of potential customers for you to go through.
Trade magazines – Look for anywhere they might advertise their services.
Aim for at least 50-100 solid leads to start. Then move on to step 3.
Work the list! Now you have the list of contacts, you need to start systematically working it. Block 90 minutes per week to sit in a quiet room with no distractions. Call as many of them as you can.
You’ll likely make around 50 calls if you really go for it. 40 of them won’t answer, 6 will ask you to call back another time, 3 will have a good chat with you and ask for an email, and 1 will agree to meet up with you.
Follow up with the emails as promised and get that meeting in the diary.
You’ll keep repeating this process until you’ve got enough business from it.
Every week you’ll call the list and each week you’ll get through to a few of the people who didn’t answer the week before. You’ll also be following up with the people who were too busy to talk.
The key is to make a commitment to that 90 minute block of time each week. Put it in your diary and treat it like a meeting with a client.
You can’t skip it and you can’t be distracted during it.
Trust me, if you don’t make this commitment then you will always find a good reason not to do it. You’ll convince yourself you were too busy and that you’ll do it tomorrow. Then before you know it, 6 months have passed, and you’ve still not got any of your target customers on board.
This process is tough, but it is very rewarding.
Not just because it gets results fast, but also because it is repeatable and predictable.
For example, after 6 months you may have worked your original list of 100 prospects to death. But you found you got 8 new clients with regular work from it.
Well, now you know if you want 8 more clients, you just need to find 100 more prospects and work the system again.
Or maybe you decide to put 500 prospects in so that you’ll get 40 new clients out!
It’s predictable and it’s scalable.
To be most effective, I believe you should be trying a mix of strategies, and this process is just one of them.
If you can’t find 90 minutes a week, then try 60 minutes, or even 30. Just make the commitment to yourself.