096 | The Right Kind of Customers and Clients

Judith’s back from her holidays today and Nicola brings this week’s Challenge which is all about being more choosy when it comes to the right kind of customers and clients.

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In the Show..

Nicola and Judith catch up after five weeks apart. Judith is finding being back to work a rude shock and there’s talk of spiders, books, clutter-clearing and new plans afoot for Nicola and sister Sarah.

  • What’s Fuelled Their Fire?

Nicola and Sarah are off to live in Stoupa in Greece for six months to find their swagger and soul respectively. Check out their new blog about it. Judith’s attracted three fabulous new clients who are perhaps a better match for her current work than some of those who are leaving, and is feeling sad at the loss of those but excited about the new.

  • Client Challenge of the Week

Nicola shares something by the awesome Dean Jackson of Duct Tape Marketing (thanks to James Schramko for bringing Dean to her attention) which speaks to her about finding the right sort of clients and customers.

So what would you do differently if you only get paid when a customer succeeds? Well, since that’s how it actually works, you should:

  1. Develop an ideal customer profile (ICP) because you don’t want to waste your time and resources going after customers that aren’t going to work out
  2. Figure out what “success” is for that ICP by understanding their desired outcome (what they need to achieve and how they need to achieve it)
  3. Only acquire customers with success potential
  4. Create a plan to get the customer from where they are to success
  5. Get super-granular on the steps required to execute that plan
  6. Share that plan with the customer to ensure they know what they need to do to be successful
  7. Ensure they do what they need to do, and you do what you need to do in order to make sure they’re successful
  8. Intervene when they aren’t making the progress they should be making
  9. Intervene when other signals indicate that they aren’t on a positive success vector
  10. Actively seek out and bridge any success gaps that may exist
  11. Proactively share insights gleaned from successful customers to your teams to ensure this cycle continues
  12. Proactively share insights from customers that haven’t been successful to your teams to ensure you won’t make those same mistakes again

In short, because you really do only get paid — the real, long-term kind of paid — after customers are successful, what you should do differently is adopt customer success as your operating model.

  • Words of the Week

Judith picks Bittersweet and Nicola brings Divest.

  • Project Updates

Judith doesn’t want to talk about her project (selling up in London and moving to France) because there is – unbelievably – still no visible progress even after five weeks! And Nicola is very focussed on all matters lead generation.

  • Who or What’s Impressed?

Nicola is excited about upcoming TV programme The Planet of the Apps, a partnership between will.i.am, Gwyneth Paltrow and Gary Vaynerchuk. And both Judith and Nicola have been inspired by Daphne Kapsali’s memoir 100 Days of Solitude which describes her decision to stay on in her family’s home in Sifnos after summer ends. She gives herself 100 days to see if she can become a writer.

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Discover more…

Nicola Cairncross  NicolaCairncross.com

Judith Morgan  JudithMorgan.com

1 Comment

  1. Love you ladies, so great to have our Judith back! Loved the stand-ins too, absolutely brilliant! You ladies are like vintage wine you get better and better and better!

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