Wouldn’t it be awesome if all your clients were “A-Class”?
Imagine… no discounting, no ‘haggling’ about price, no disagreements, no waiting to be paid – and all of that was in the past.
Impossible you say?
It’s definitely not, and this post will explore the exact methods to make this a reality for your business.
There’s nothing worse than having very high expectations of what you’re about to receive, only to be let down afterwards.
You probably know what that’s like from your own experience. When people are let down with customer service, they can vent… with FURY!
Everyone knows the average level of service is “average” at best if not “satisfactory” and neither of these standards are going to get you many referrals.
“Hey John! Guess what?”
“I paid for this service from a business the other day, and the service was… satisfactory. It wasn’t great, there were no surprises, no ‘wow’ factor, I got what I expected, and didn’t feel impressed or anything, so it was just satisfactory”
“Tim, WHY ARE YOU TELLING ME THIS?!!”
“Just thought you might like to know”
Conversations just don’t happen like that. No one tells anyone about “satisfactory service”, so don’t aspire to be an under achieving business with a platitude statement like – “we aim to satisfy“.
Why would any business want to aim so low?
Where A-Class Marketing Needs to Start – (Not with Marketing)
When you get totally focused on attracting A-Class clients, you have to ask yourself, is your business really A-Class with every single touch-point?
Do you thank people for phoning your business?
Do your employees use their name twice or three times during that initial phone conversation? Do your team spend time letting them talk by asking them questions or do you take their name, (rank and serial number), address and book a ‘meeting’ time and get off the phone fast?
Your team may not, but a LOT of businesses handle phone calls that exact way.
After discussing outcomes and objectives with your prospect, do you follow up on the meeting with a courteous, friendly email and/or phone call? (That demonstrates you care)
After the sale or service has finished, do you have someone phone and check they are 100% happy with what you provided (don’t assume because you know what “assume” stands for!)
These are the super basics of AWESOME A-Class service (there are actually loads more) and if are a fantastic start to building your business to be attractive to A-Class clients.
Defining What is an A-Class Customer
A-Class marketing is about a focused mindset on caring. Caring deeply about your customers feelings, before and well after the sale has transacted. This isn’t just from you but also all of your employees so you have a TEAM focus on caring.
TIP: the more you care about your team, treat them with respect, have team meetings, listen, educate, value their input etc. the more they will treat your clients exactly the same. Its a ‘do unto others as they do unto you’ principle.
Simply put, the energy you give to your team, is exactly the same energy they will pass onto your customers.
A-Class customer marketing is not just about growing your business, its about changing your own quality of life because your customers will look after your business and your business (team) will look after you.
To begin with marketing to A-Class clients you need to be extremely clear who they are by first of all defining all of your current and past clients.
Here’s a good classification…
A – Awesome
B – Basic
C – Complain, cause issues
D – Dead and Don’t Bother
Only a business with a high percentage of A-Class customers will make your life as a business owner very enjoyable (and very profitable).
A-Class customers appreciate the value of what you offer, don’t want to compare your prices with other businesses, they trust you, pay on time and don’t expect a lot of extra for what they pay.
There’s a huge opportunity for any business to have these customers, with top quality marketing.
The big challenge is…
the world is full of poor marketing, so knowing what “Quality” marketing looks like may require an education first.
NOTE: Find out more about picking A-Class customers on the phone with our insightful free book – “How to Pick A-Class Customers in One Minute“.
Essential Ingredients of A-Class Customer Marketing
A-Class marketing skills of professionals are learned from years or decades of practical experience and insights gained by measuring marketing results, to identify what A-Class people are attracted by.
A-Class marketing isn’t just about marketing online, its about the whole sales process to win customers, and also about the experience they have during the service delivery and afterwards. Its about what your business is doing to retain customers and communicate with them long after they have paid you.
Again, it comes back to giving awesome service, showing you still care about your customers months after they previously purchased from your business.
“The process of A-Class customer marketing needs to include good measuring”
All facets of the business, not just sales and marketing. This is to keep your whole team accountable to high performance standards of customer service.
From 21+ years of working with over one thousand businesses the facts are less than 2% of all businesses measure their sales and marketing (at all let alone accurately). This makes it extremely hard for all business marketers (and website developers) to know what works and what doesn’t and so that’s why the world is full of poor quality marketing (that turns into sales and profitable outcomes).
What “looks good” has little to do with marketing success. All TV ads “look good” but the vast majority are poorly constructed from a ‘winning sales profitably’ point of view.
One poorly answered phone call can cost a fortune in lost sales.
Apathetic attitudes and unfriendly people should never answer business incoming phone calls as sales can be won or lost in the first 2 seconds.
What’s interesting is that A-Class customers react to A-Class marketing and often contact the business in a “keen-to-buy” state of mind. These are called “warm prospects” and that’s incredibly advantageous for winning sales, even before you speak to the caller.
This happened in a previously owned service business back in 1995 when a person called the business asking when we could do their multi-thousand dollar work because they said “Your company was obviously the best after reading all the Yellow Pages ads of ours and our competitors ads.”
That experience was unforgettable. It demonstrated what an impact TOP quality marketing can have and its exactly the same these days with online marketing what effect you can have on people with your business’ marketing.
A-Class marketing isn’t just about your website though, its about all written information you show or give to clients, for example quote documents.
Don’t Use Flimsy Quote Forms and Even the Word “Quote”
Yes, the all-too-common “Quote” forms are marketing documents and there are far superior substitutes for the flimsy hand-written quote document.
The far superior option is to use a typed “Proposal” letter emailed or printed for prospects (on the spot), with all inclusions of what they are receiving, plus your USP (Unique Selling Proposition – or your answer to this question, “why should I buy from your business and not your competitor?”)
A Proposal template, has been seen to win thousands of extra sales for hundreds of our business clients (often at higher prices than competitors’ quotes). Our clients regularly report back how much clients loved the Proposal they received and its contents (and the measured results shown before and after implementing it).
Consider writing a Proposal letter for your own business (with your USP clearly stated) to assist in presenting your business as ‘professional’.
A-Class marketing also needs to include target marketing and customer marketing.
Who’s Your WHO? Defining Your Target Market
Target marketing isn’t about targeting every possible customer for your business. Its about targeting the most profitable (Awesome) customers who buy on value and pay on time.
In business the Rule of Profit is, eighty percent of what you sell isn’t as profitable as the other twenty percent.
The twenty percent is what you need to target with your marketing.
To identify your twenty percent, measuring is the best way.
You need powerful, accurate measuring tools you actually fully understand. These days there are a lot of tools online like SimPro, Aroflo, WorkFlowMax, Harvest and more. A lot of these companies train business owners on HOW to use their systems, but not WHAT they really do and WHY.
Having a business management mentor can assist greatly with fully understanding these types of tools to identify how to customize them to identify your best, most profitably client and make the software your own tool for A-Class customer focused growth.
Our clients over the years have doubled their profits and even tripled their profits, adding $100,000 to $400,000 to their business, without increasing total income, purely by getting them focused on their twenty percent high profit niche and targeted their marketing to it. If they had that opportunity, so can you with your business.
Imagine, having $150,000 more profit and cash in your business bank account, without hiring more employees to manage, train and supervise.
That’s much improvement in profit is possible for service businesses over $700,000 revenue.
Target marketing is an extremely beneficial skill to learn and apply in business and after all, no one cares more about your success in business than you do.
Critical Ingredients and Top Tips for A-Class Marketing”
Here’s a tip… your website is almost certainly not fully “optimized” for A-Class client attraction.
To begin with, if your home page doesn’t have a photo (or video) of happy people at the top (large in size), then your website is not fully “A-Class client” optimized.
Remember, your whole focus needs to be on the customer, not your own business, and not what you sell. It’s all about who’s paying the money and what they get for what they pay. Your business is a ‘means to an end’.
A happy person or people shows you care about the outcome clients get from your business whereas anything else can be “self-promotion”.
Next, is the super critical text on your home (especially) and other pages. Is the word “we” regularly used?
Count how many times you have the word “we” versus “you/you’ll/you’re”. If you have more “we” than “you” its more “self-promotion” focused than A-Class client attraction focused.
Notice how many times this article has the word “we” or “our” in it, compared to “you/your” etc.? Check and see.
It’s not hard to make your site totally “you” – i.e. the client, focused. Yes, you may need to pay a great quality copywriter $500/page, but you get what you pay for! (Most these days use the word “we” and they’re not the great ones).
You only need to pay for great copywriting ONCE, and benefit with thousands, tens or hundreds of thousands more income for years. Great copywriting help to identify your USP with you, and even write the page copy with you while discussing it.
You have to constantly demonstrate you strongly care about your client if you want to attract A-Class clients, and gain referrals from them.
The Ideal Phone Greeting for A-Class Clients
The phone call is an untapped GOLD mine!
It’s also where a lot of sales are won or lost – within the first few seconds. (Learn all about ‘DISC Profiles’ of people and you’ll understand this fact).
Consider the words you use to answer the phone, and change how you answer so its genuinely friendly and melodious with a nice tonal variation – like this…
Notice the words I used were… “Thanks for calling Profit Transformations, this is Tim”?
Notice there was no “speaking” at the end either?
Saying “speaking” at the end after your name lowers your authority, and people who phone businesses definitely want to speak to an “authority” that can assist them.
Notice I thank people for calling at the start. Isn’t that a great way to begin a business relationship?
This greeting (and a dozen other variations) have been tested with hundreds of businesses for over 15 years, and this one with those words is the best by far. Try it and see for yourself in your own business.
Other Powerful Strategies of an A-Class Client Focused Business
There’s a lot of work as you’ve read so far to become a strongly focused and successful A-Class client business but the rewards are well and truly worth it.
You’ll enjoy a much higher net profit margin business so your profits are far higher but without needing more employees and sales. That’s the important thing to keep in mind as you work through the strategies above.
Want more effective strategies? Here are some more…
- Hold weekly team meetings – it shows your team you care about them, so they care about your clients
- Become very systems focused – systems lead to consistency and that’s essential for keeping A-Class clients
- Measure all activities of employees in your business, from quoting, to time on jobs, gross margins, and turn identify individual employee KPI’s that are reviewed in weekly team meetings
- Conduct surveys after the sale/job has finished and been paid for. Feed that back into weekly team meetings
- Send out monthly newsletters to every previous customer. It demonstrates you still care about them
- Introduce a ‘Proactive Referral System’ where you offer a free gift or service for any clients from their recommendations
- Send all clients a Christmas message, sms, email or ideally a postcard
These strategies can take years, or you can ask for assistance to massively shortcut the whole process. Our business course online was built to structure any business to be super profitable, with A-Class clients.
Get in contact for a friendly, helpful chat about your business, and to find out more about assistance available to you to save time and mistakes on your journey to life-changing, business transformation success.