Having a strong client base is the foundation of a good business and attracting new clients is necessary for any company to achieve sustainable growth. However, in order to build a community of clients that will stick with you, it is essential to attract clients who align with the same values as you. Attracting new clients is a timely effort so you want to try and avoid client turnover in your business and work towards building up your accounts with your clients. There is no better way to do this than to share values and have aligned visions. So every minute you invest into foster genuine connection and build trust that will help your business thrive in the long term is an investment worth making.  Here’s our top tips on attracting new clients that align with your values. 

The Importance of Aligned Values in Client Acquisition

The values of a business are the building blocks to  any action, thought or decision.. Developing an outreach and marketing strategy that reflect and promote the values your business holds will intrinsically attract the type of clients that also hold these same values. Ask yourself, what kind of businesses am I most likely to buy from. We would take a pretty big bet that these businesses or products also align to your personal values. For example, if one of your main personal value is that you want to positively impact the planet you are likely to choose a product or align yourself with companies that hold this value high and take action to also make a positive impact. If you feel family values are important to you personally you are likely to support family run or owned businesses.  The Harvard Business Review states that, “64% of consumers prefer to buy from companies with shared values.” Intentionally and thoughtfully seeking clients who align with your values will build a long term consumer base and community for your business. 

Developing Your Client Avatars

Once you have set clearly defined company values your next step is to identify what kinds of people and positions would align with these same values. Which kinds of companies do they work for? What is their income? What is their title or position within the company? What are their hobbies? Level of education? City of residence? And any other demographic or psychographic information that could be a helpful identifying character of your IDEAL client. You will want at least one avatar for each product you are offering. Go ahead and write up a whole profile on each of these customers so you can very clearly see who you will be building strategy around. 

Organizing Your Client Acquisition Strategy

Determining what outreach will look like depends on your business and the type of client that you are trying to reach. To create a well-organized client acquisition strategy, first ensure that your marketing efforts always reflect your values and are directed to your client avatars. Along with a great marketing plan to attract clients to your business, inevitably direct (or indirect) outreach is one of the most common ways to connect with potential clients. Outbound sales is not for the weak of heart. It requires patience, perseverance, and determination. You have to accept a lot of rejection just to make one connection. So setting your expectations properly and  and creating realistic goals/KPIs will break up tasks that may prove overwhelming and help you monitor your efforts and progress. Keep in mind that the quality of the client match is always superior to the quantity. An example of a possible goal would be to reach out to 50 new potential clients per month and to secure 10 new leads. Consider using other tools such as CRM systems and investing the time to build relationships with individuals. 

Authentically Outreach Through Storytelling

Whether this be through emails, social media content or website messaging, using storytelling to authentically relay your mission, vision and values. The art of storytelling is to make your point or showcase your product in a way that is indirectly direct. For example, your company sells rechargeable battery packs for cell phones that are superior to your competitors. You may then want to share a story about a customer who got stuck in some bad weather on their travels that was able to keep their family informed about the continuous delays because they used your battery pack to keep their phone charged.  

Clients also love to hear origin stories or the incident behind the inspiration for the solution you have created. So share why, not how, you started your business. Share your passion behind the mission and the bigger issue that you are trying to solve. This is a great way to share your company values without listing them out in bullets on your website. 

Finally, using case studies, case stories and testimonials are a great way to indirectly share what it is like to work with you and provide additional validation when the words are coming from a past client. colleague, or partner. 

Red Flags and Green Flags in Client Partnerships

Finding the ideal client for your business may be a system of trial and error but recognizing immediate red and green flags during the early stages of a potential partnership can save you time and energy. 

Immediate red flags that the client is not a match for your business is if their actions, goals or practices contradict the values that you have set out. Further, any negative attitude towards your relationship, whether it be unrealistic expectations, lack of respect or unattainable deadlines all indicate that this client is a red flag for a potential partnership. 

Green flags can easily be spotted when a client understands your mission and actively seeks a mutually beneficial relationship built on expertise and respect. Discussion of what a long-term relationship would look like indicates that a client is interested in building and growing with you. 

Holding True To Your Values And Walking Away

Setting clear intentions, goals and outreach revolving around your values are all key steps to attracting clients that align with your business. However, while having an open mind and positive attitude are important, it is also necessary at times to be willing to walk away from a client that does not align with your values. Taking on clients that are inconsistent with your values may weaken your credibility and limit opportunities for referrals to the clients who ARE aligned. Saying no to the wrong fit creates space for the perfect opportunities.

Annalee Hagood-Earl, founder of Bash Creative, shares her experience of walking away from misaligned clients and the benefits it had for her business:

“I worked for large corporations who were not exactly aligned to my values. It made it hard to feel motivated to do good work on their behalf. It also made my values become more and more clearly defined in my head. Once I finally had the courage to strike out on my own, I promised myself that no matter what was happening in my business (which at the time I had no clue would grow into what it is today) I would NEVER compromise my values again. Low and behold my very first client was someone who was not aligned to my values and they tested me deeply because it was a good paying gig and I needed the money. But I held strong to my value of respect (there was very little coming my way) and ultimately had to fire this client a week before I was to deliver the project. It wasn’t easy or pretty but I firmly believe the confidence I gained in that one phone call has propelled me to where I am today. It set the trajectory for my business, and I have garnered a lot of respect from the team, clients, partners, and the industry at large for being a woman of my values. This is something I can truly be proud of no matter what the future brings.” 

Staying true to your company values and  vision is the key to ensuring you continue to work and grow with mission aligned clients. 

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