A lot is at stake when you're deciding to make a major shift in your business. When you've established your expertise in one area, and have built up a solid client base around that, it's hard to imagine how it can be possible to "change your mind" without looking like a total flake.
On top of that, there's the issue of money. If most of your revenue is from referrals and repeat business, you're probably not the least bit interested in adding "new marketing ideas" to your list of to-dos.
While the idea might seem terrifying, getting your existing (and former) clients on board with your shift is your best bet. Here's why:
You already have a foot in the door
Having been involved in their business for an extended period of time, you [should] already understand what their priorities are and what they're trying to accomplish. More than that, you know first-hand where they struggle the most.
You can use that insider knowledge to approach them with an offer that you know will give them the kinds of results they're looking for. And since you've already tackled the know-like-trust thing, your chances of having them be receptive to your offer are much higher than if it were a stranger.
They'll appreciate that you're invested in helping them get what they want
Your clients could be busy professionals, who want to maintain a healthy lifestyle -- or CEOs of small companies, who want to establish a stronger company culture. The fact that you're showing a vested interest in helping them accomplish what they want will go a long way in getting them to listen to what you have to offer.
The one caveat here: you have to actually give a damn about what they want to accomplish. If you don't, it's going to be really hard to sell them on anything different.
"It'll be hard to sell clients on your new focus if you don't give a damn about what they want."
You get to test and validate your ideas before you go full throttle with them
Getting undeniable proof that your ideas are not only good, but are also profitable, is the smartest way to jump-start your business' next move. You can test out your solution, get feedback about what works best, and use those insights to shape new offers and tiers of your core service.
It will make for one helluva good case study
Seriously. Just think of how fantastic it will be to show future potential clients how you evolved a long-standing client relationship and produced greater results for them because of it. In one fell swoop you'll be able to demonstrate your expertise, prove your experience and boost your credibility. I call that a win.
Over to you
What concerns you most about getting your clients on board with your business' new focus? Tell me about it in the comments.
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