Looking for clients in all the right places?

.

So, before setting up on any strategic direction, you would have to assess your strengths, the elasticity of the market, your ability to attract each type of client and your ability to service them.

Also, right off the bat, let me tell you two realities that we are going to discard for the sake of this exercise:

1. There is going to be some client losses, so your strategy needs to contemplate not only gains, but replacement of those clients who choose to leave.
2. Not all clients will hit at once, so that your revenues will build through the year.

For argument’s sake, let’s say you choose the first path:

The next step is to figure out where these potential customers are, how much you can spend on obtaining that business and begin an action plan:

So now you know:

1. What your client mix should be for next year
2. Average revenue per client per category and in general
3. Your areas of expertise, where you can find clients
4. The decision maker

In the next part, we’ll plot out a way forward: campaign and contact strategy

Related articles:

Part 1:  Small Business Building the Better Marketing Mousetrap

Part 2:  Creating Real Strategies for Small and Medium Sized Businesses

The Theory of Everything