Whale Versus Minnow Bait: Be Careful What You Use

Something happened today that I thought would be useful to share. It relates to a couple of conversations we’ve had with potential clients and a conversation with a relatively new client of ours?in?Superfast Circle.??

The topic is?what bait do you need to use to catch a Whale?versus?a?Minnow. I do love a good fishing analogy, don’t I???

It is recognised in the fishing world: if you want to attract bigger fish, you need different bait than the bait you use to attract small fish.??

Isn’t it logical, and isn’t it funny how these patterns play out in life across the board???

So here is something to think about; what level of clients and candidates do you want to attract versus the marketing strategies?you are?using??

Does Your Brand Communicate How Good You?Are??

Let me give you two scenarios here that we?experienced?recently. This morning we?were?on a call with our Superfast?Circle clients.??

One client has a specific niche, and he is using a strategy that works incredibly well that we share in our membership.??

He was telling us about the type of clients that he wanted to attract. Fundamentally,?it is?the whale type of?client,?in other words, a bigger SME or corporate client.?

We started to discuss with him all the different things that he could do because the reality is that if you want to attract a bigger client, you need to speak into the needs of that bigger client and come across in a certain way.??

Here is one of my personal experiences that explains it well.?

When I first joined the pharmaceutical industry,?I was a bit of a hippie. I know that may seem odd. For those of you that have seen me, I?did?once have?very long hair.??

I got a job in a corporate organisation selling pharmaceuticals. Stuart Kearney was my first ever sales manager;?he?told me how I needed to clean my shoes and that I needed to dress in a slightly different way?on my first day on the job.?

I thought, “Oh well, fair enough.”?

I?went?out to see consultants?and pharmacists in the NHS who were a little bit different back in the day. They were very conservative, so I needed to give myself some form of authority and credibility. At the time, I was a new,?inexperienced graduate. I needed to do everything I could to make sure that I stood out to potential clients.?

It is?the same when it comes to marketing. Stand out to your client.?

If you want to stand out in the market and be in front of bigger clients, make sure that your marketing materials, marketing collateral, everything you do and say are at a different level because otherwise, you?will not?make the impact you want.?You’re more likely to switch them off.??

Yes, I know?we are?all connected individuals.?We are?all human beings on the planet.?We are?all very green, or we try to be. However,?think about the strategies that you use when?you are?attracting a bigger client.?

Now, our client gets this.?He has?got some great ideas he can use?along with the content we provide.?

Contrast this with an individual Sharon spoke to a couple of weeks ago who also wants to attract whale clients;?however, his website is?amateur,?which he has?no desire to change.?

For some reason,?he?could not?see that his brand impression was wrong for the client he wanted to attract.??

He shared several things in the conversation that I?will not?go into now,?which indicated he was out of alignment.?

Certain business owners fascinate me?when they want to charge big fees,?and yet their business is limping along on free software.?

Yet obviously,?we were having a conversation with him. He wanted some advice, and we were giving him advice that he had completely the wrong strategy around attracting the type of client he now wished to attract.?

What about you: Is your strategy aligned with who you want to attract??

The Holiday Restaurant Scenario?

Think about the needs, desires, and wants of your current avatar.??

Are you speaking into that? Are you communicating value to them all the time that?will help them move from one scenario to the next?so that they can?either?move their talent building or?their career?forward???

Think about the authority that you are communicating. Think about your personal brand.?We have?lots of content on the Superfast Recruitment website around personal branding about the content you should be sharing.??

All?these things will make a massive difference to the impact that you make with?your?client.?

It is human nature.?

Have you ever been on holiday and walked past a restaurant because it?did not?look good enough??

Yes, me too.?

Maybe clients and candidates are doing this to you?too.?

As you plan your approach remember,?as a rule, when you are going after that whale client, they?will not?convert straight away. You need to have a process?dialled?in;?it?might take six months?to?a year to land a big client.?

What are some?things that?you will?map out and plan as you connect with these people and start nurturing?them through to?conversion??

Thanks,

Sharon

How We Can Help

We have many clients on track for their best year ever because they implement what we teach and utilise the content and campaigns we give them. If you want a quick chat to see how Superfast Circle can work for you, book your call and demonstration here.