Finding The Perfect Client

Feb 28, 2018

What does your ideal customer look like?
The answer may not be as obvious as you think.

Before you answer, consider these questions first. Are you wasting time and energy selling to prospects who aren’t buying? Are more of your clients causing you to lose money instead of turning a profit? We all know clients that we love, but we aren’t always able to identify the ones we don’t before it’s too late.

Typically, you would describe your perfect client using quantifiable standards; bits of easily gathered information like employee count, location(s), or average revenue. While this may certainly seem like a logical approach, and it’s the approach Domain took for years, we found that we were definitely missing a key piece of the puzzle.

“ We all know the clients that we love, but we aren’t always able to identify the ones we don’t before it’s too late.”

Some of our best customers didn’t fit within our quantifiable standards and many who did still weren’t a great fit for our business. That’s when we began to look not just as the facts, but also the mindset of a company. We have found that those businesses whose mindsets are in line with ours are the best match for us, no matter the facts. We’ve stopped wasting time, energy and ultimately profit on prospects and clients who don’t fit our mindset.

This mindset we refer to as Operational Maturity. You may have heard us talk about it before in regards to our  business. You can check out it looks like for your business in our article, Operational Maturity: Does your business have it?. But we’re taking it a step further. Have you considered it for your customers, too?

Meet Anthony DeGraw, our technical solutions consultant. Find out how he identifies key prospects for Domain.

Operational Maturity, or OM, refers to the way a company handles itself and for us, its technology; it’s important for our clients to understand that their technology plays an integral role in their daily operations, and that it directly influences the efficiency and productivity of every part of their organization, from Marketing to Accounting. While it may not be as easy to figure out as employee count or location, we’ve identified a few key indicators that let us know we’re on the same page. Here’s our three categories for OM, though it’s really more of a spectrum, and who we want to be our customers.

Businesses with a high Operational Maturity Level (OML) get IT. Pun intended.

These businesses pay attention to how their technology is running in all parts of their organization, and they know that having up-to-date technology gives them a great edge over competing businesses. They understand just how important managing their IT is, and we want them to know that Domain cares just as much about their technology as they do. These are the prospects we spend our time and energy pursuing and these are the clients we know and love. They understand our model and truly appreciate everything that Domain brings to the table.

Organizations with low OML likely don’t see the value in managed IT services.

To these clients, IT is something they have to deal with, and they do so begrudgingly or even lazily, resulting in their employees only having the bare minimum quality of office tech they need to do their jobs. Unfortunately, these businesses are more likely to waste a Managed Service Provider’s time (and money) both as prospects and clients; they’re already of the mindset that IT is a pain, so they’re less likely to pursue any quality services pertaining to it, just looking for a quick fix instead of a longer term solution.

Aspirational companies know where they want to be and recognize they are not there yet.

Betwixt the two extremes of the OML scale, a third group of businesses hangs in the balance; those who are in a state of knowing their IT operations need improvement, and who are open to learning about our service delivery model and how it can impact their business. This “aspirational” group of businesses want to operate on a higher OML level, and they employ our services in order to take steps towards where they want to be.

Both businesses with high OML and those that are aspirational are the clients we want. So they are the ones we spend our time, energy, and dollars pursuing to make them our customers. We want to see their business succeed, and we know we have the skills and talent to help them do it.

Our personal scale is tailored to work for IT providers like ourselves, and so our key points of OML measurement won’t necessarily apply as accurately to other types of businesses. But the concept is still the same. Identify your customers on not only quantifiable stats, but also mindset. Now that you’ve got a bit of background knowledge on Operational Maturity, think back to our original question;

What does your ideal customer look like?
Has your answer changed?

Does your mindset match with ours? Consider a discovery call with a technical solutions consultant to figure out exactly how Domain Computer Services can propel your business forward. Let’s take your operational maturity and technology to the next level.

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