Thoughts on...finding the 'right' client

In the latest instalment of an exclusive series for IFAonline and Professional Adviser, business consultant Steve Billingham explains how to find (and keep) clients in your target market.

Previously we looked at how to find your niche market. Today I want to look at how you can attract more ideal clients from that niche.

Essentially, now that you have a clearly identified target market or niche, getting your marketing message out to them is essentially a five-step process.

Where is their 'pain'?

Understanding your prosepctive clients' worries, problems, concerns and frustrations and how these affect their lives both practically and emotionally is crucial to crafting your marketing messages.

You have to be able to get their attention and able to articulate their 'pain' back to them in such a way that they recognise themselves or their situation in your words.

How do you take the pain away?

How does what you do take away those worries, problems, concerns and frustrations? This is your client proposition. Being able to explain in simple language how you can remove or reduce their worries, frustrations and concerns is key.

Why choose you over other advisers?

It's hard to stand out from the crowd when you're offering what the crowd offer and from the client's perspective advisory businesses look very much the same (just look at half a dozen adviser websites to prove the point).

What sets you apart might be the level of specialist expertise or qualifications. It might be linked to the overall experience, but clients can't judge that until they've been through it.

In reality it is more likely to be that you understand and can articulate their worries and problems better than they can themselves and have helped other people just like them. How you will make them feel? Why are you different? What makes you stand out?

Where's the evidence?

How can you prove that you will be able to take away the pain? Satisfied clients, testimonials and case studies work well here. Having a small number of delighted client advocates to whom new potential clients can speak should be all the evidence you need.

How are they going to find you?

There are many marketing strategies and tactics you can deploy to get your message out to your target audience.

PR, writing, professional connections, client referrals, social media, internet marketing, speaking, networking, direct marketing, tele-Marketing et al, each of which is worth an article in it's own right.

Not all the options sit comfortably with (or will work for) everyone but suffice to say having four or five marketing strategies consistently in play, will help to build your profile, reputation, revenue and profits.

Steve Billingham is owner and director of Steve Billingham Consulting. Visit his website HERE.