Stop Chasing, Start Attracting 🚀
If you’re a B2B business, chances are you don’t need thousands of new customers every year—you just need the right ones.
You know the type:
- They love what you do.
- They value your expertise.
- They pay on time.
- They recommend you to others without being asked.
They’re a dream to work with—and the good news is, they’re not unicorns. You just need a strategy to find (and attract) more of them.
The 4-Step Process to Attracting Your Ideal Customers
- List Your Favourites
Think of your current or past clients who were a joy to work with. The ones who made you remember why you started your business in the first place. - Spot the Patterns
What do they have in common? Industry? Company size? Values? Problems they came to you with? Look for shared traits—they’ll reveal the sweet spot where your value truly shines. - Identify the Real Problems You Solve
It’s not just about what you sell. It’s about the difference you make. Do you save them time? Reduce stress? Help them grow? Speak to those outcomes—they’re what truly matter. - Speak Directly to Them
Let your messaging, your case studies, your social content, even your sales conversations be tailored to these dream customers. Use their language. Reflect their challenges. Show you get it.
When you stop trying to appeal to everyone and start speaking only to the people who truly need and value you, you’ll be amazed at how easily you attract more of your dream customers.
Why Working With the Wrong Customers Can Cost You Everything
It’s easy to say yes to the wrong clients—especially when you’re in growth mode or they come with a big name, big history, or what seems like a big opportunity.
I’ve been there. In a former sales role, I inherited a heritage account—an established name with a long history, and everyone wanted to “make it work.” Problem was, they were too small for our model. To accommodate them, we bent our usual rules and processes.
But bending quickly turned into breaking.
Because they didn’t fit our way of working, things went wrong—orders fell through the cracks, timelines stretched, expectations clashed. We bent over backwards, but they still felt undervalued. And we felt constantly off-balance.
They weren’t bad people—we just didn’t align. What they needed wasn’t what we were built to deliver. And in trying to force the fit, both sides ended up frustrated.
Lesson: A Sale Isn’t Always a Win
Yes, you got the deal. But:
- Are you burning resources on a client who doesn’t value your approach?
- Is your team stretched trying to meet expectations that don’t match your model?
- Are you saying no to your dream clients because your time is tied up with the wrong ones?
That’s the cost of misalignment. And over time, it’s far more expensive than saying “no” upfront.
So… Are You Chasing or Attracting?
The magic happens when you align your strategy, messaging, and offer to speak directly to the customers who:
- Fit your model.
- Value your work.
- Are ready to grow with you.
These are your dream buyers—the ones who may someday become partners, collaborators, or even the ones who take your business forward if you’re looking at an exit plan.
Because here’s the thing: whether you plan to grow or sell, knowing exactly who your business is built for (and who it’s not) doesn’t just improve your marketing—it increases your company’s value.
When a prospective buyer or leadership team sees a clear roadmap for growth, strong customer alignment, and a repeatable way to attract your ideal clients—that’s a business worth investing in.
