Last week we discussed the role of Gatekeepers in a business. Not the people that keep you out but the people who know the people who have problems that you can help with and will refer to you. So, getting more specific, how do you locate the gatekeepers who will most benefit your business.
Again, let me remind you, to first look at your target market and your business mission statement. Who would be your best client if they walked in your door today? Describe this person in detail. See if you can picture this person. If you had to write a three sentence story about them, what would that look like.
Then take your mission statement and see if that description of your perfect client needs to be changed. Does their problem reflect a need that you can fulfill while being true to your statement. Let me see if I can show you what this means. For instance, you describe your best client as” a person who is having a family law problem”. You even mention that they must have enough funds to hire you.
Just imagine a nice person standing on one side of a gate and letting in all kinds of referrals to your business each time the gate is opened. You could even have each referral be a real qualified lead and if you have trained your gatekeeper correctly, it will be.
OK, we all feel this would be great for our business. But how do we know what our own gatekeepers looks like? Going back to the basics, what is your target market? Hopefully after all my blogs you have come up with at least one target (best client) profile.
To help you understand, let’s use my example from the time when I practiced personal injury and workers’ comp law. My best client was someone injured in an accident which, for PI, was not their fault and for WC it didn’t matter as long as it happened at work.