We all know the importance of first impressions — they lay the foundation for future interactions and are hard, if not impossible, to change. But what about "lasting" impressions? For referral based businesses these can be the deciding factor in an individual's decision to refer you - or not.
Understanding your client base is the key to delivering content that is relevant, timely and accurate. If you completed the exercise I described earlier you have identified your client demographics – strongest, intermediate and weakest. Now the challenge is to engage your best clients and improve your success with the rest.
As a first step to growing your business I suggested starting with people who are “like” your best customers. What did I mean by that?
We are all agreed that a key component of a referral based business is communicating with your contacts.
In order to grow your business you must first understand your best and worst customers. Everyone has a demographic, or type, of person with whom they are most likely to be successful and with whom they are most likely to fail.