This week a client said something that reminded me of the movie Jerry Maguire (1996) and the Mission Statement that Jerry Maguire creates one inspired night:
The answer was fewer clients. Less money. More attention. Caring for them, caring for ourselves.
Watch the full mission statement from Jerry Maguire (1996):
Why would you have more growth with fewer clients? Sometimes the wrong clients take up more time, more energy, and zap your enthusiasm and creativity.
How do you add more growth with fewer clients or customers? I believe it is a matter of focus. The first step is to identify what kind of clients you truly want. You can do this by analyzing your former happy clients, and determining which ones gave you the most joy, respect, laughter, and perhaps profitability. You will probably find that the clients that score high in one category will also score high in the other categories.
After you have determined your ideal client, look at your current clientele to see what adjustments you want to make. One of the adjustments you might make is giving those current ideal clients extra special attention. Keep in touch with them. Cottle them. You can flatter them by asking for referrals to others just like them.
And finally, create a strategy to pursue the ideal client. Remember that the narrower you focus your marketing attention, the more likely you are to hit any target.
So, if Jerry Maguire’s Mission fits for you, go get more with less.