By definition, Ideal Clients
are an active source of
repeat and profitable business.
In 2004, Dow Jones found
12.6% of US financial service
firms surveyed were client
centered.
Based on Monroe’s
motivational sequence,
we developed a logical
and systematic process
to attract and retain “Ideal
Clients” for MCG Northwest. Since 1982,
the Ideal Client has made
workflow visible along
a proven, six-stage continuous
path.
First
Impression: Awareness
creates brand positioning;
this is how “share
of mind” leads
to “share
of market.” With
favorable awareness from
marketing efforts or
referrals, the quest
for an ideal
client begins.
Discovery:
This is the first time,
face-to-face
meeting with prospects
or clients on new matters.
On first calls, prospects
expect professionals
to
listen, understand and
act. Prospects expect
objective advice in this stage.
Design:
Prospects require time
and opportunities
to sample the firm’s
advice, solutions, service
or ideas. This third
stage requires creativity
and
convergence. Prospects
expect custom or suitable
solutions.
Decision:
The goal is to create
informed
buyers
and get paid. When clients
arrive at a logical,
natural conclusion, advisors
reduce
buyers’ remorse
and improve cash flow
to fund
competent, caring service.
Commitment:
Service equals marketing.
Advisors
who take care of their
existing clients with
peerless service and
practical ideas
build loyalty and referrals.
Ken Blanchard calls these
clients, “Raving
Fans.”
Ideal: Firms
must be as ideal as
the clients
they seek. In the Ideal,
professionals must
lead and manage their
own
enterprise,
their best clients
and generate referrals
or
new matters to Stage
1, First
Impression.
If you are interested in our two-day Ideal Client course, please click here for more details and to purchase.
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