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Allowing non-ideal clients into your sales process only forces you to spend more money to attract even more non-ideal clients.
A non-ideal client sees you as just another name on their “shopping list.”
They want to know what you can do for them, making you feel like you need to prove yourself and provide more value than the next advisor they’re considering.
At the end of these conversations, you often hear, “I’d like to think about it and will get back to you.”
When non-ideal clients enter your sales process, here’s what typically happens:
You spend time raising their awareness, educating them, and sharing success stories.
After the conversation, they express interest in talking to someone else first.
You end up chasing them for a “yes” or “no” through repeated follow-up calls and emails or, worse, you just give up, assuming they weren’t a fit.
They take the valuable information you provided for free and use it to compare other advisors.
Spending your precious time with non-ideal clients is wasteful -- for you and for them.
It’s time to break this cycle.
Now, let’s consider what happens when you focus solely on your ideal clients.
They already recognize you as someone who meets their needs even before the conversation begins.
All they need is to trust you to become a paying client.
Trusting you is easier when you’re in front of your ideal clients, but it’s the pre-positioning that makes the difference.
How effectively does your sales and marketing process position you as ideal for them?
Your marketing must speak directly to their specific issues.
The more deeply aligned your approach is with the core challenges your ideal clients face, the more you’ll establish yourself as a “category of one.”
This is the essence of being a Trusted Authority.
A Trusted Authority focuses narrowly, attracting only clients who fit a specific profile and issue set, filtering out everyone else by default.
Are you settling for semi-warm leads who are also being pursued by other advisors?
To escape the cycle of attracting non-ideal clients, stop using marketing tactics that bring them in.
Learn how to target your most ideal clients and become the Trusted Authority in your market.
If you're ready to elevate your client acquisition strategy, order your complimentary books and consultation below.
Related: “Presence Marketing” Won’t Create New Clients
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