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Attracting clients can be difficult, so how do you transition from finding prospective clients to having them find you?
Advertising and creative agency ZOO Group’s Pawl Cubbin says having many clients is as easy as keeping in contact with prospects.
However, you have to focus solely on the right type of prospects – clients whose lives you know you can improve.
Pawl said on the My Business Podcast that becoming an attraction business starts with pairing an idea with the right client.
“Becoming a brand that people know is something that we are pretty focused on,” he says.
“We have to be really proactive about that, and we almost have to adopt a sales system to actually identify prospects and proactively pitch to those prospects.”
To find the right client, Pawl suggests getting a team together, brainstorming ideas and thinking about a suitable client who matches with those ideas.
However, it has to be a strong idea that the whole team is genuinely interested in, with a workable solution.
“If we’ve actually got an idea, as opposed to saying, ‘Hi, I’m Pawl from ZOO. You should work with us’, you’ve really thought about [the client], and you have proactively gone to them with an idea,” he says.
“If your idea’s really good, they like who you are [and] you are genuine about it, they’ll actually remember you, and when they do pitch the account, and you keep in contact with them over time, you’ll definitely be on the list.”
Pawl says that most of the time, your pitch comes down to the quality of the idea.
“That’s how you grow your business. It’s a very proactive approach, thinking that way about clients. People never come to you when you are start-up.
“At the end of the day, you’ve got to have [a] reason that people come … to you in the first place. It’s quite a long process.”
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