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Review your target market

December 5 2017 by Peter Czapp

Now is a great time to take a step back and look at your current clients, and work out who you’d really like to work with.

  1. Can you tweak your offering to target those businesses that are doing well in the current economic conditions? Has the devaluation of the Pound opened up opportunities to export your offering abroad? Your great work is now 10% cheaper than it was a year ago.
  2. If you are over-reliant on one or two clients, or all of your clients are in one particular sector, is now a good time to diversify and spread the risk?
  3. If you’re a generalist, is there an opportunity to become a specialist. Either in a particular product or service or a sector. Specialists get paid more, so it’s worth going through your customers and work out where you already have areas of specialism. What do you want to be famous for?
  4. Improve your case studies. How can you showcase your expertise with a story? A written testimonial is nice, but a video brings it to life. Which three clients would be great to put in front of the camera to talk about their experiences of working with you?
  5. Identify the top five characteristics of your ideal client and check that ALL your marketing is targeting your ideal client – what do you need to change?
  6. Produce a list of your dream clients (the top ten companies you would love to work with) and start asking people if they know anyone who works there. Use LinkedIn to see who in your network couldĀ introduce you – how can you get meetings with your dream list?

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