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How I Know Someone is an Ideal Client




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by Mary-Rose Hoja in EPE, LinkedIn

My ideal client is in the B2B space, and over the years I’ve had the opportunity to work with companies across a wide range of sizes – from startups to small and medium sized companies, to corporations and the different countries and subunits and subsidiaries of those companies. 

Through this experience, I’ve found that companies around the 8-figure turnover range are incredibly exciting to work with. 

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These companies are often looking to find an investor, or looking for a shift in ownership. They typically have momentum, a hunger for growth, a validated offer, and the resources to really move things ahead – yet they are small enough to make changes and shifts without the laborious process that’s involved with major corporations.

Often they have recently undergone a turnaround, they have an exiting leader, they just recently made profit after a long period of red, or they may be looking for a buyer. There is a shift going on somewhere, either before they come into our radar or after. 

I think the opportunity to help these B2B clients is so exciting, and today I want to share some of the key characteristics that help me to know that someone is an ideal client.

First, I like to look at what is keeping them awake at night over the past month. My ideal clients are being kept up trying to determine how they can grow their company faster, make more sales, and market themselves – and their products and services –  in an efficient way. And of course they want to over-deliver on their budget.

They typically sell products or services, with prices ranging from a few thousand to several thousand, through to hundreds of thousands of dollars or euros.

I love clients who have a hunger and a commitment to get things done. Things are the most fun when there is already internal commitment, but as long as you have sales coming in you can accomplish a great deal even without it. We’re going to be talking about how to handle those situations in an upcoming video.

Often the challenges these businesses are facing show up in ideal clients’ lives in the form of 60 hour weeks guiding their commercial teams, constantly creating new content, and not working in an efficient way. 

That being said, if they didn’t have these challenges, they would still be looking for things to improve and would be focusing on developing their vision, as that’s the kind of people they are.

Ideal clients also have primary business goals for the next 6 to 12 months of delivering 15% to 20% growth, and 10% to 20% profit. 

They are often potentially acquiring or identifying new technologies, products and services to enable their company to grow.  

The top five top five issues that I hear clients say they are currently experiencing in their business are:

  1. They believe they have too few sales people to be able to penetrate enough accounts, 
  2. They have are seeing too long development times for new products,
  3. They’re seeing a lack of pace in and urgency in R&D, operations, and to some extent, commercial. Their teams can sometimes be a bit arrogant, or only part of the team in the rowboat are rowing and not everyone’s pulling their weight.  
  4. Product management or service management is not up to speed.
  5. The marketing team is too small and not up to speed

When I ask how they would make more revenue, my ideal clients usually say they would look at hiring more salespeople, knock over more accounts, and spend more time with each customer to sell more in every account. 

They would say that the biggest aides to achieving 20% more profit is speedy marketing, more sales resources, and a rapid development process for new products and services.

And they would say that, if they don’t change the way they’re doing things right now, they won’t be able to reach their targets and develop their company in the way they would like it to develop.

In a landscape where competition is taking their visibility, especially in the digital world, they risk losing relevancy and market share – which is a very dangerous place to be. 

For example, if you have an elite IT leader who is exiting, and a big chunk of the client base is attached to that leader, then you will effectively be left with a shell of a company.

If you build your own sales pipeline and your own client base around it, then you build in independence and yet you have equity from the exiting leader’s shadow and legacy. 

If what we just talked about resonates with you then I would love to have a chat with you to see how and if we can help! 

My team and I help eight-figure B2B businesses – our ideal clients – build cost effective sales pipelines, and we’d love to hear from you.