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In down times, most small businesses head down the wrong road. They broaden their marketing strategy thinking that the broader the range of people that hear about what you offer, the better. That sounds logical but unfortunately, it isn’t profitable. What you really want to do is focus your energy on what works with getting clients like your favorite client in the door -- and then do more of it. Get focused with your marketing and sales efforts to attract a certain type of client. Here are the steps to make it happen. 1. Define your best clients To get more of them, you have to define them. Ask yourself these questions: Who are your favorite clients? 2. Talk to them Ask a handful of your favorite clients that fall into your ideal target market and then ask the following questions and be diligent about taking notes: 3. Determine where they hang out Once you have a clearly defined target market (aka your ideal client base), then figure out where they are. What local clubs or associations do they belong to? 4. Be visible Hang out where they hang out both physically and virtually. Get involved at the local networking events and local association meetings that they frequent. Do something different to get noticed by leaving a trail of tangibles or do something memorable that ties to your brand. Find out where they “hang out” online and join them by fully participating in online conversations and add value by posting things of interest. Create packages that cater specifically to that type of client (with their occupation name in the package title). Host or sponsor themed events at your center for that target market. Host or sponsor educational events that cater to their business – but make SURE they get value out of it….not just a guest speaker that wants to sell their stuff. Create a version of your marketing materials that is customized so it appears to that target market that you are THE place to go for them. Give them the impression that you understand their business and can be a partner in their success. Think about redefining some of your offerings to be the perfect provider of workspace solutions for that target market. 5. Commit This is a long-term strategy that will develop over time. You will likely get a couple quick hits (signed contracts) the first time or two that you attend a local event where they hang out or from a flyer you post at a place they frequent. But for this to pay big dividends, you’ve got to stick with it for the long haul. Or at a minimum, get involved for one full year in this target market. Fully engage. Once you do the work (mind you, most of the work is pure time commitment rather than a cash commitment) to become THE go-to resource for that target market, you will reap the benefits tenfold.  Lisa Engelmann, CEO of Revved Results, Inc., and Editor-in-Chief of Executive Suite Success, is an engaging, out-of-the box thinker who speaks on both strategy and implementation to improve performance. Lisa Engelmann and Lisa Olsonoski are co-founders of Revved Results, Inc., a professional coaching & training company. They work with office business centers to improve their marketing and sales results, find & retain more tenants, AND gain a competitive edge through training sessions and the Revved Results Mastermind Program (exclusive to executive suite owners and operators). 
For the downloadable PDF version of THIS issue, To receive your FREE copy shipped quarterly, email info@revvedresults.com with "Subscribe" in the (For those residing outside of North America, there is a minimal annual subscription fee to cover shipping costs.) Executive Suite Success Archive: Volume I, Issue 1 (Feb 2010)
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