More and more, our discussions with clients are about which clients of theirs to feature in a success story program. The more clients you have, the more difficult it can be to decide.
It’s important to be thoughtful and strategic about who you invite to participate. You want to make sure you have the right mix of client stories that serves your most pressing business goals.
Want to highlight a product line or specific vertical industry expertise? How about featuring different levels of executives in action? As you review, revise and evaluate your story plans, keep a few of these selection criteria in mind:
- Geography – should you feature a West Coast, East Coast, and Midwest client?
- Industry vertical – do you work with construction companies? Want to do more?
- Decision-maker – the CFO signs the check, but the IT director asks for the funds.
- Company size – health benefits are different for large companies vs. small companies.
In order to get the most from each client story, put some additional thinking in up front. It will make a big difference in not just finding more clients, but finding your best clients. Another bonus: your best clients usually turn out to be your most profitable and most enjoyable clients.
Sign up for The Sunday Snippet!
Good ideas to help you prosper delivered fresh each Sunday morning.