How To Identify Your Ideal Success Story Client
Case studies are a tried-and-true method of attracting new business. But some stories are more effective at generating leads than others.
The key factor? Finding the right stories to tell. And that begins with identifying clients whose stories will resonate with your target market.
So, how do you know which clients to ask? Follow these 3 steps to maximize your success stories’ impact:
1. Highlight the right services: Say you’re a law firm that provides legal advice in several areas, ranging from real estate and matrimonial law to trusts and estates. While it may be tempting to publish a case study covering each area, that may not be the best use of your resources. For instance, your tax law practice may be running above capacity, and you’re not able to hire today. Or your trusts business may be minimally profitable, and you don’t wish to grow that part of your practice. It wouldn’t make sense to focus your marketing resources on those areas.
Start by evaluating your overall business and strategic goals, and select two to three areas you wish to focus on.
2. Identify your ideal client: As much love as we have for all our clients, the cold truth is that not every relationship is created equal. Before you approach a current client to share their story, you need to verify whether they meet your “ideal client” criteria. The power of success stories comes alive when prospects see themselves in the story. You don’t want to attract underperforming clients, so it’s important to highlight your best clients’ stories.
Here are a few factors to consider to help identify your ideal clients:
Profitability: Money isn’t everything, but we all need it to stay in business. When assessing your current client base, don’t just look at top-line revenues—your best clients may bring in a little less in gross income, but if they’re not a drain on your time and resources, they may be the most profitable.
The “hassle” factor: Ask yourself whether the client is responsive to your requests and inquiries. Do they bug you and your staff every hour of the night and day? Do they expect immediate responses to even the most mundane inquiries? Do you dread picking up the phone when they call? If so, they are likely not an “ideal client.”
Perception of value: To tell a good story, your client needs to use your services regularly, and understand the value they receive from the relationship. For example, if your investment services client is a hands-off investor who rarely looks at their IRA statement, they may not be able to articulate the benefits they receive from working with you.
Willingness to show appreciation: People who are comfortable thanking you are not only rewarding to work for—they also make fantastic success story candidates!
Referrals! Clients who actively look to refer your business to others understand the value you provide, and are already primed to share their story with others. Profitable, pleasant, and appreciative clients who don’t keep you a secret are the absolute gold standard of clients, and ones you should be seeking to replicate!
3. Identify your “raving fans”: Once you know who your ideal clients are, scour your inbox and paper files to determine: Who sent you a thank you email? Who responded to your latest service survey with a five-star review? Who has submitted positive reviews on Yelp or Google? Who has referred a new client to you in the past six months?
Once you complete these three steps, you should have a short list of ideal success story candidates. Prioritize which to ask first, and plan your approach. In our next article, we will share some tips for how and when to make the ask. Stay tuned!
To Your Success!