Building a reliable and profitable client base is at the core of most sound business development strategies. If you can properly grow and maintain those important client relationships, potential customers will be more likely to  buy your products or services. However, this is much easier said than done. Many entrepreneurs seem to fall short during the “quality versus quantity” struggle of developing a client base. Here are the top benefits of choosing the best clients to grow your business.

First, think about who you want your clientele to be. Then, reflect on the clients you have now, as well as ones you have worked with in the past. Do these images match? If not, try to identify the disconnect. Reevaluating factors such as marketing strategies and price range may help to bridge the gap between the clients you attract, and the best clients for your business. This approach will cause you to view your clients in a more holistic manner: their likes, dislikes, needs, and expectations. Potential clients are more than just a paycheck.

Create Targeted Campaigns

Scheduled email campaigns are one of the best ways to gather information on the demographics of your customers. After gathering this data, you can conduct research on how to reach certain groups that are not as engaged, and how to possibly steer away from your current audience. Social media is another wonderful tool to use when targeting a specific type of customer. When you open Facebook, or browse through your favorite news or shopping websites, you aren’t always affected everything you come across. Most people only scan for messages, emails, and content they are interested in. Your clients will do the same thing. If you want your emails to be opened, and blog posts to be read, you must make them very appealing.

When you create marketing content based on your new-found understanding of the clients your business needs, the potential client will be more inclined to click through the content you have created, and follow you on social media. This happens when the client feels you reflect their aspirations. Also, it’s better to not simply describing your products and services. You are selling the clients on an experience. They will begin to see you as the one who can bring about a positive change in their business, and will take an added interest in becoming your clients.

Good Clients Refer Great Clients

Professional business owners or employees often have other respectable professionals in their circle. If one company is extremely pleased with your services, it is not unlikely that they will refer you to others in need. The referrer is putting their own reputation on the line in referring you, so this method also requires you to put your best foot forward. However, building clientele by word-of-mouth is a great way to build a pool of rewarding, yet easy-to-work-with clients.


Finally, not every client is the right client for your business, even if you provide the services that they need. It’s easy to be afraid of missing out on business; however, as a purpose-driven business owner, you must think of the long term effects of bringing on certain clients. Clients that are irresponsible, stubborn, and not punctual—along with a number of other negative qualities—will not only make you frustrated, but might also leave others under the impression that your business is poorly managed. If you invest time is cultivating a business that attracts good quality clients, the reward will be immeasurable.