What Would Happen If You Told Your Prospects What Types Of Clients You Want To Serve?

This week I’ve been creating the website content for the new suite of services our team here at Convergo will roll out this summer (can’t wait to launch this!) It’s got me thinking about what our ideal prospect looks like.

We all have ideal prospects. These are the future clients that are a great fit for your business. They value what you do. They align with your values and culture. They recognize the value you deliver and are willing to pay for it.

We also all have prospects that are not a good fit: They don’t value what you do. They don’t align with your values and culture. Instead of recognizing value, they want to grind you for a lower price. While you may make a little bit of profit on the deal, you’ll lose all and more of it as your employees get frustrated serving a client that is misaligned with your company. Usually, these non-ideal clients end up leaving and are often your most vocal critics.

Idea: What if you told your prospects what types of clients you want to serve?

I think if we were more explicit about who we wanted to serve, good things would naturally happen. Ideal prospects would resonate with your values, vision, and culture. They would say, “Yes! Finally! I’ve been looking for a partner like this!” The non-ideal prospects would be repelled. How helpful would that be?

As I’m writing the content for our new website, I thought it made sense to tell our prospective clients what type of companies we like to work with. The hope is that it will create resonance with our ideal prospects while repelling our poor-fit prospects.

This is a work in process, but I’d love to hear what you think. Here’s my message:

Are We a Good Fit?

We take our client relationships seriously. Our goal is to be more than a vendor. We want to be a core partner investing in your growth. Click on the links below to see if we could be a good fit for your company.

Great Company Values

If you have solid company values and not just trying to make a quick dollar, we’re a great fit.

Our team does our best work with clients that have values that we can get behind. It’s a pleasure to serve companies that we’d like to come to work for.

  • You have visionary leadership that wants to create a great future for the company
  • You foster a corporate culture that is open to new ideas
  • You have the heart to give back to your community.

Continuous Improvement

If you use a process like the Entrepreneurial Operating System (EOS), we’re a good fit.

Most of our clients use the EOS/Traction methodology to continuously improve their business. The key to business success is a consistent, sustained march towards a better future.

  • You know that there are no quick fixes or silver bullets.
  • You value execution.
  • You measure and improve in other areas of your business.

Management Involvement

If you want a partner that is actively involved with your management team we’re a good fit.

One of the key reasons programs succeed is management involvement. We know that when management is involved, the program has a much greater chance of driving revenue growth.

  • You want a partner focused on driving top-line revenue, not just being a marketing agency.
  • You are willing (under non-disclosure) to share real goals and actual results related to the key metrics of # of customers and revenue per customer.
  • You believe in participating in quarterly strategy meetings to review progress and set strategies.

Open Mind

If you have an eye to building what’s next, not constantly reliving the past, we’re a good fit.

The world is changing. While the values of hard work and excellent service that got you where you are today will never change, you realize that some of the ways you do things must change.

Invest In The Future

If you’re willing to invest in your future, we’re a good fit.

The strategies, systems, and skills that you need for the future require an investment. You realize that you are building the infrastructure for the future of your company. This requires three types of investment:

  • Leadership: You need to be the catalyst and cheerleader for change.
  • Time: We won’t crowd your busy calendar, but you need to be involved in quarterly review and strategy meetings.
  • Money: Nothing worth having comes without some kind of price. Our commitment to you is to show an ROI on every dollar you invest.

Could You Do This?

Have you described your ideal client? Why not share that with your prospects. You may end up attracting more ideal prospects and repelling the ones who could be a drag on your business.

What do you think? Let’s talk about this in the comments below.

Originally published on LinkedIn Pulse.

About the Author

Darrell Amy: Start Your Revenue Engine

Darrell Amy

Darrell is passionate about helping generous leaders and their organizations grow revenue and impact. He’s the author of Revenue Growth Engine and the soon-to-be-released book, Exponential Growth. Darrell motivates audiences as a professional speaker, sparks ideas in growth mastermind sessions, and serves on the board of several innovative companies.

More Growth Resources

Kingdom REI : Revenue Growth Engine with Darrell Amy

Kingdom REI : Revenue Growth Engine with Darrell Amy

Darrell's goal is to help ten thousand business owners double revenue in the next 10 years so they can give ten billion new dollars to Kingdom work! In this episode, Darrell shares his strategy and framework for building sales and marketing processes that can double...

The #1 Challenge For Sales and Marketing In the Next Decade

The #1 Challenge For Sales and Marketing In the Next Decade

Without oil and grease, the most beautiful sports car with the most powerful engine will not make it out of the garage. Oil and grease reduce friction, allowing the cylinders to fire and the wheels to turn. Business is the same way. Without the right oil and grease,...

Why Paying Attention Is the Key To Effective Marketing and Sales

Why Paying Attention Is the Key To Effective Marketing and Sales

The most important role of marketing and sales is to pay attention to the outcomes that prospective clients want. This is also the most neglected part of the marketing and sales role. Now, more than ever, marketing and salespeople must be listening and adapting. Clay...

Kingdom REI : Revenue Growth Engine with Darrell Amy

Darrell's goal is to help ten thousand business owners double revenue in the next 10 years so they can give ten billion new dollars to Kingdom work! In this episode, Darrell shares his strategy and framework for building sales and marketing processes that can double...

The #1 Challenge For Sales and Marketing In the Next Decade

Without oil and grease, the most beautiful sports car with the most powerful engine will not make it out of the garage. Oil and grease reduce friction, allowing the cylinders to fire and the wheels to turn. Business is the same way. Without the right oil and grease,...

Why Paying Attention Is the Key To Effective Marketing and Sales

The most important role of marketing and sales is to pay attention to the outcomes that prospective clients want. This is also the most neglected part of the marketing and sales role. Now, more than ever, marketing and salespeople must be listening and adapting. Clay...

Two Tips For Making Your Sales Forecasts More Accurate

Throughout my career as a sales professional and sales leader, I’ve been asked to assess the closing probability of the deals in my pipeline. These probabilities are used to try to create accurate sales forecasts. However, forecasts are rarely accurate, which can be...

How Customer Experience Can Create Strategic Advantage

To hit your goals you need a competitive advantage. How can you create strategic advantage in your competitive marketplace where imitating competitors seem to frustrate your efforts to differentiate? The answer for strategic advantage comes through customer...

How To Create a Great Client Experience in a Virtual World

I look forward to visits to the Apple Store. As a fan of the brand and a tech nerd, visiting any Apple facility is a joy to me. (I even went out of my way to see the visitor center at Apple’s corporate headquarters last time I was in Silicon Valley.) So, last week...

How To Protect Margins and Thrive In 2021

2021 is a make-or-break year for many businesses. Right now we need to do everything we can to protect our margins while also growing revenue. Here are three ways that you can make that happen. 1. Focus on Cross-Selling Most great companies deliver outstanding support...

Revenue Growth Engine with Darrell Amy System & Soul

Exponential growth doesn't just happen—especially on the heels of a global pandemic. We talked with Darrell Amy, author of Revenue Growth Engine and Visionary at Convergo. He explains how having an "architect mindset" has helped him succeed in training businesses to...

Darrell Amy on The Business Power Hour

Darrell Amy is on a mission to help generous companies grow revenue faster. With 27 years of B2B marketing and sales experience ranging from mid-sized local companies to enterprise organizations, Darrell has diverse experience across the sales and marketing landscape....

Alignment to Accelerate Growth

Episode 156: Alignment to Accelerate Growth – Darrell Amy What got Darrell interested in writing a book The alignment between marking and sales and revenue growth The revenue growth engine processes The core numbers a business needs to know The power of interest The...