Live Training May 2021: Understanding Your Client Base

Live Training Materials

Videos
• Video: Understanding Your Client Base

Online Resources
• Understanding Your Client Base (Powerpoint)
• How To Conduct A Top 5 Issues Analysis (PDF)
• How To Elegantly Disengage (PDF)
• The Learning From The Top 5 Issues Analysis (PDF)
• The Top 5 Issues For Various Client Segments (PDF)
• The Top 10 Client Analysis (PDF)

Video: Understanding Your Client Base

Online Resources

• Understanding Your Client Base (Powerpoint)
• How To Conduct A Top 5 Issues Analysis (PDF)
• How To Elegantly Disengage (PDF)
• The Learning From The Top 5 Issues Analysis (PDF)
• The Top 5 Issues For Various Client Segments (PDF)
• The Top 10 Client Analysis (PDF)

Recommended Reading

If you’re doing some serious thinking about your own marketing then this is a classic article from Harvard Business Review that I highly recommend.

Three key points:
1. Although marketers know they shouldn’t focus on products and features – they focus on products and features (and it doesn’t work
2. The next step up is creating typical clients via segmentation and offering packages that some people in that segment might relate to.
3. Theodore Levitt, one of the godfathers of marketing says, “When people find themselves needing to get a job done, they essentially hire products to do that job for them. The marketer’s task is, therefore, to understand what jobs periodically arise in customers’ lives for which they might hire products the company could make.”

What’s the takeaway for you?

What jobs do your clients come to you to get done?

Remember, we’re going to use the “jobs clients need doing” in our marketing to get them to come and speak to us. We’re not going to necessarily do those narrow jobs (Not on their own at least. They’ll be done as part of a larger strategic plan).

Check out the section in the article where they identified the true problem being solved by people buying milkshakes in the morning on their way to work. It’s marketing gold.