How do I get clients for my agency? Everybody wants to know this. If you’re thinking that there is a secret, a special strategy, or a tactic that will guarantee you get clients on demand, you’re wrong. There isn’t a secret.
The way to get clients for your agency is to understand them super well. Now, you’re thinking, “Well, Tim, of course, I understand them. I know how to do all this stuff in marketing, and I can build things, and I can make ads, and I can grow their business, and I understand them super well.” Well, no, you don’t. You understand what you do super well.
In order to get clients, what you really need to understand is the concerns of the people that you want to do business with. Let’s just imagine you work with roofers. What are they concerned about? They want to know that the people they get when they get leads, are ready to buy and that they have a need because roofing is super seasonal. It’s typically a pretty short decision cycle, and it’s a zero sum game. You buy a roof every 15 years, so if you get a lead today, and you don’t close it, that person’s not back in the market for 15 years. You really need to understand, “Okay, if I’m going to work with roofers, I have got to be able to express to them that I know how to get people who are ready to go today.” It’s not people who are thinking about redoing their house in 7 months. If I’m a roofer, I want to close this business right now, so I can provide leads that have urgency.
You want leads that understand how much a service costs. It’s really frustrating if you’re a roofer and you come to a job and say, “Hey, that’s going to be $24,000,” and the person’s thinking, “I thought it was going to be $4,000.” You don’t want that. You need to have educated consumers.
You also want people who can make a decision. You want to make sure that you are able to provide enough education, so that when they are ready to talk to the roofing salesperson they don’t have to stop and think about it. When you are trying to get customers you need to be able to articulate all of those things that you can do and that you understand the things that are important to them.
Once you can articulate the things that you do and understand, it comes down to how much value do you deliver? Most of you deliver more value than the customers pay for, so it’s not a huge issue. The big thing is that you need to be able to talk to the needs of your target audience, rather than simply talk about the stuff that you do. All they care about is that the leads meet their criteria right now.
If you don’t understand what a prospect’s criteria are, then you can’t sell to that person. The key to getting clients for your agency is to know who your client is, and present yourself in a way that makes them feel safe. They don’t want to feel like they’re being sold. They need to feel that you are helping them solve their problems.
