Creating Clients for Life with Racheal Cook
Jul 24, 2024This episode features Racheal Cook, founder of the CEO Collective and host of the "Promote Yourself to CEO" podcast, discussing critical aspects of client lifetime value and effective marketing strategies.
Racheal introduces the concept of the difference between being symptom-aware versus problem-aware. Often, potential clients experience symptoms without understanding the root cause. Addressing these symptoms first helps guide clients towards recognizing and solving their true issues. Customizing your marketing to bridge this awareness gap can significantly enhance client engagement and conversion rates.
Shannon and Racheal discuss the difficulty of selling solutions to clients who aren’t yet fully aware of their problems. They emphasize the importance of creating targeted content for different stages of client awareness, from symptom recognition to problem-solving. Shannon highlights that creating a customized journey for clients is crucial in helping them transition from recognizing their symptoms to understanding and addressing the root cause.
Another key point is the value of offering a focused menu of services tailored to solving specific client problems. Racheal stresses the benefits of narrowing your focus instead of trying to be a jack-of-all-trades. This specialized approach enhances your business's appeal and effectiveness and builds deeper, more meaningful relationships with clients.
Racheal speaks passionately about the advantages small business owners gain by defining who they want to serve and focusing on cloning their favorite clients. This personalized approach leads to higher lifetime value and better client retention, resulting in happier and more successful businesses.
Both Shannon and Racheal share personal experiences of realigning their business models. Shannon recounts how she "fired" 80 clients and doubled her revenue by shifting her client base to a higher price point, realizing that serving too many clients at a lower price point wasn't sustainable. Racheal discusses her shift towards working with small business owners who had crossed the six-figure mark, positively impacting her business growth by attracting clients who valued her services more.
Interestingly, they highlight the importance of repelling in marketing to avoid being seen as a commodity. Attracting ideal clients involves understanding their values and beliefs and marketing your services in a way that resonates with them. “To ensure you’re not just another commodity in the market, you need to be clear about who you’re for and who you’re not for,” advises Shannon.
Racheal suggests an exercise for identifying ideal clients: create lists of ideal and worst-fit clients and reflect on their behaviors. This helps in understanding the qualities you value and guiding your marketing strategies more effectively. Understanding the psychographics of clients, such as their interests, values, and lifestyles, is equally essential to create marketing messages that truly resonate.
Both hosts stress the importance of intentionally choosing a business model and setting boundaries. This intentionality ensures attracting and retaining clients who align with your values and business goals. Racheal offers a free 90 Day CEO Sustainable Success series on her website, which includes a client growth engine framework and a business assessment tool. Shannon shares an exclusive offer from People Principals for an HR audit with a discount code, adding further value for listeners.
Shannon and Rachel encourage listeners to leave ratings and reviews and to check the show notes for additional guest information. By focusing on creating customized experiences for your ideal clients and aligning your services with their specific needs, you can build lasting relationships and drive sustained business growth.
As an award-winning business strategist, Host of the Promote Yourself to CEO podcast, and Founder of The CEO Collective, Racheal Cook is on a mission to end entrepreneurial poverty for women. Over the last 15 years, she has helped thousands of women entrepreneurs design profitable businesses without hustle and burnout. A sought after speaker on entrepreneurship, marketing, and productivity, Racheal has been featured by the US Chamber of Commerce, Forbes, Inc, Fast Company, and Female Entrepreneur Association.
90 Day CEO Sustainable Success Series: https://go.theceocollective.com/90-day-ceo-success-path
Facebook: https://www.facebook.com/racheal.cook/
Instagram: https://www.instagram.com/racheal.cook/
TikTok: https://www.tiktok.com/@rachealcookmba
Website: https://theceocollective.com/
What you'll hear in this episode:
06:25 Emphasizing solving specific problems for clients effectively.
09:48 Deep client relationships, customized service, limited count.
13:03 Upgrade to attract and respect ideal clients.
16:01 Shifted focus to small business owners' success.
18:38 Differentiate business to avoid being a commodity.
20:14 Understanding people's hopes, fears, and desires.
23:46 Attention to client needs crucial for marketing.
If you like this episode, check out:
This Could Be the Most Expensive Sales Mistake You Make
Stop Doing This to Your Customers
How to Keep High Margins as a Franchisee
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