You see it all the time, in all sorts of businesses. The financial advisors who focuses on clients with investible assets of $75,000- $100,000.The consultants who markets her services to “small businesses”.
Sure there’s a potential huge market-after all most businesses are “small” (if not outright tiny).
More people have $100,000 (or less) to invest than have more.
How many $100,000 accounts do you need to reap the benefits of one $1 million client? (As those who market to the higher-end segment of the financial market will tell you-it’s actually a lot more than ten times.)
How many micro-small businesses do you need to equal one Fortune 1000 client?
And it’s more than just profitability.
Probably like you, for years I heard that it’s just as hard to get one large client as it is to get a small one. And truth be told-I didn’t really believe it.
But it’s true.
And even more important-the larger or more affluent clients are a lot easier to work with.
Case in point.
An interesting biproduct of being in business for over 20 years is that we have a huge diversity of clients. They range from some of the worlds leading consulting firms, hedge funds, real estate developers and financial services firms, to solo practitioners just starting out. As you’re probably aware we offer everything from comprehensive Done-4-You marketing services to inexpensive directories of sales and marketing letters.
Guess where the greatest amount of time is spent from a customer services perspective?
With people who buy the $17 Directory of Sales Letters.
But, let’s face it.
The biggest obstacle to marketing to Fortune 1000 companies or to high-net worth clients is in the space between your ears.
It’s got nothing to do with already having the connections. (That’s the biggest justification I hear.)
Nobody starts out with the connections.
It boils down to two things.
- How do you get prospective clients interested in who you are and what you do.
- And then-how do you move them, incrementally, from prospect to engaged client.
And that, in turn takes two things.
- Having a marketing and client attraction system.
- Having confidence in yourself.
The good news is that having the system gives you the confidence if for no other reason than as you’re building it-you realize the great value you bring to those you serve.
Let me know if I can help. Talk soon.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube