Are You Targeting Your Ideal Client? By Mark Holton on Feb 9, 2023
I have long spoken to many accounting firm partners and team members about defining and agreeing on their ideal client profile.
In my mind, an ideal client is someone who finds the perfect solution to their problems or needs in the services that your firm provides. The ideal client will be loyal to your firm, frequently uses or buys your services, and is likely to recommend you to their friends and colleagues.
The key question here is what are the qualities of your ideal client? Ideally, they should;
- Love your services.
- Pay what you charge them.
- Are repeat buyers.
- Are great ambassadors.
- Engage with your team.
- Understand the value of your offerings
An ideal client profile should be based on interviews and research from your current and past clients, prospects, and your staff. The end result is that you create a fictional character who embodies your best client, but the information and data need to be based on reality.
Knowing who makes an ideal client allows you to build your entire business, message, product, services, sales, and support around attracting and serving this group. Once you dig deep and profile the common characteristics you should also start asking yourself some questions about these clients.
So, what contributes to a strong client relationship? I think the same traits that define any good relationship:
- and the list goes on….
Here is an example of an ideal client profile for an accounting firm that I have used in the past. It is by no means definitive and changes depending on the firm, location, vision and other parameters.
- Operates a business in the XXXX industry;
- Generates turnover => $XXXX;
- Achieves profitability of +> $XXXX;
- Is located in the XXXX region;
- Has XXX or more employees;
- Has a budget for and no problems paying accounting fees;
- Pays our bills on time;
- Business is growing or the owner has a growth mindset;
- Responds to emails or calls in a timely manner;
- Prefers to do business using a cloud software program;
- Has a strong business network;
- Can refer ideal clients;
- Appreciates our advice;
- someone I can work with;
- Has the right attitude.
I believe your firm deserves better clients. By developing your own ideal client profile and reaching out to find more ideal clients, you can build an accounting practice that is both more profitable and enjoyable.
Mark is an expert in helping accounting firms optimise practice management. If you would like to set up a complimentary 45-minute practice management assessment, please contact us.