Tag Archives: High

How Do You Expand Your Large Client Base? Six Strategies

Situation: The CEO of a service company sees that 20% of their business is serving large corporate customers. These accounts have proven to be more profitable than smaller clients. Their objective is to increase the large corporate client base from 20% to 60% of their business. How do you expand your large client base?

Advice from the CEOs:

  • Emphasize the differences and unique talents of the firm in comparison with the competition. Trust in the company’s abilities and act like a big-league firm.
  • Top shelf prices for services are not an issue for large clients; in fact, they expect quality firms to have high prices. Find the “clinch” price – where the client says, “you’re expensive, but because of your special talents you’re the firm that we will choose.” Compliment this with the firm’s ability to utilize lower cost outsourced services to offer an appealing overall cost of services. Clients will pay a premium for top shelf when they need it but will like the fact that routine needs can be met within their budgets.
  • Use the lessons from Blue Ocean Strategy to create advantages for the company’s services that existing firms don’t or can’t offer because of their structures and cultures.
  • Highlight the company’s high-touch culture, with great personal service. This provides a welcomed relief from the typical client experience with service firms.
  • Create buzz around the company’s leadership. Focus on speaking opportunities. Enhance the references to the company’s leadership on the company web site, including a listing of upcoming speaking engagements that are open to potential clients or individuals interested in the company’s expertise.
    • During speaking engagements to local groups on topics of high interest, build an educational library of edited flash content that hits the high points of the talks – not the full talk, but the most important 2-3 minutes on a given topic.
    • Add a library of these short videos on the company website.
  • By charging premium prices for select services, while sourcing research and expertise from personnel in lower cost geographies, the company will generate additional profit. Allocate some of these profits to community outreach to further enhance the company’s reputation and buzz. Be the firm that gives back.

How Do You Boost Your Internet Marketing? Six Guidelines

Situation: A company wants to boost their marketing through the Internet. They have had a web site for years, but the site doesn’t bring in much new business. How do you optimize visibility for your web site, and how do you boost your Internet marketing?

Advice from the CEOs:

  • Among search engines, despite Microsoft’s efforts to boost Bing’s presence, Google is the elephant in the room. They host 65% of search engine traffic, and represent 75% of buying activity. Google writes the rules, others copy.
  • As an exercise to test your web presence, go to Google and search for your company and city. See whether you appear in the local directory. If not, have your web master put your address and phone number on each page of your web site. If you can’t find yourself or easily find your contact information, others won’t be able to find you either.
  • Use the Google External Keyword tool – just search and you’ll find it. This will help you to tailor your key words so that potential customers will find you. Another tool is wordtracker.com. Both will show you domestic and international hit rates over the last month on different key words.
  • What is the optimal number of words per web page? About 250. Put your key words in your titles, in the first sentence and the last sentence of the first paragraph.
  • The typical web user will form a lasting impression of your web site in the first 3 seconds. Can they find information easily? Is the layout pleasant? Is it informative? Does it have the information that they’re looking for?
  • Hitting high on Google searches counts. Only 20% of viewers will go to Page 2 of a search, and most only go 5 hits deep on Page 1.
  • Stay fresh. Change SOMETHING about your site at least monthly.
  • Thanks to Kevin Dean of WSI NetAdvantage for his contribution to this discussion.