How to Win Your Perfect Clients: Lessons from Sebastian Mackay

In a world where clients have more choices than ever, winning the right ones isn’t about luck - it’s about strategy. Sebastian (Seb) Mackay, of Soba: Private Label, recently shared his insights in a BD Matters masterclass on how to attract and retain your perfect clients. His advice is practical, no-nonsense, and built on a deep understanding of what makes businesses thrive.

Here are the key takeaways from his session:

1. Define what a ‘Perfect Client’ looks like

Before you can win your ideal clients, you need to know who they are. Too many businesses take a broad approach, trying to appeal to everyone. Seb challenges this mindset, advocating for a laser-focused definition of the clients you actually want.

Ask yourself:

• Who do you enjoy working with?

• Who gets the best results from your product or service?

• Who values what you do and is willing to pay for it?

The clearer you are on this, the more effective your marketing and sales efforts will be.

2. Be clear on your value proposition

Your perfect clients won’t choose you just because you’re available - they’ll choose you because you offer something that meets their specific needs. Seb emphasises that businesses need a strong, differentiated value proposition.

Instead of generic claims like “We offer great service”, define what sets you apart. Do you solve a niche problem? Do you offer a unique approach? Do you have proof that your method works? Your value proposition should make it easy for clients to understand why they should pick you over anyone else.

3. Build trust and credibility

People do business with those they trust, and who are credible. Seb stressed that building authority in your field is one of the best ways to attract high-quality clients. 

Ways to build trust and credibility:

• Focus on solving one problem exceptionally well 

• Speak the same language your prospects do

• Show your prospect that you understand their problems and concerns

• Advertise in high-value areas and places (this shows buyer’s you’re credible because you can afford it)

• Offer a productised service, so prospect’s know which problems you solve, and how you solve them (without having to have long conversations with your sales people).

If you can show prospects that you understand what they do (their niche), and that you’re credible (through advertising in trusted places, like news media), and that you won’t take them for a ride by selling things they don’t need (productised services), they will start to see you as their only option, not just an option. 

4. Qualify before you sell

Not every potential client is the right fit (and this is a good thing!). Seb advises businesses to focus on being differentiated in their niche - so they push away businesses that aren’t relevant, and draw in businesses that are (like magnets).

Consider:

• Do they fit the criteria of your niche?

• Do they have a problem you solve better than anyone else?

• Are you stretching your capabilities to solve that problem? (If the answer is ‘yes’, don’t do it.)

Playing within your niche and using a strongly differentiated position saves time in qualifying leads, reduces frustration, and ensures you’re focusing on the opportunities that are perfect for your business (remember, every major brand from Pepsi to Sony has a niche).

5. Refine your outreach approach

Cold outreach doesn’t only exist in email form. Think about what your perfect client would be most receptive to, and what works with your market position and differentiation. If all of your competitors are sending generic cold emails, perhaps you should look at lumpy / 3D Mail. 

His tips for better outreach:

• Long copy outsells short copy almost 100% of the time

• Do not send anything of material value to prospects, lest it be considered a bribe

• Focus on their challenges, not your services

• People don’t respond to direct mail - you need to follow up.

The goal is to start a conversation, not to close a deal on the first touchpoint.

6. Master follow-ups 

Winning clients isn’t just about the first interaction - it’s about staying top of mind. Many deals are lost simply because businesses fail to follow up.

Seb’s advice?

• Follow up multiple times (be creative, but not offensive)

• Use different channels (email, LinkedIn, calls)

• Be patient and not passive aggressive - every follow up is an interruption to someone’s day.

Consistency and creativity are important, but don’t get lost in the endless loop. As they say, kill or confirm. 

Final thoughts

By clearly defining your ideal client, refining your messaging, building trust, and committing to a tightly defined niche, you can attract the right people while filtering out the wrong ones.

Seb Mackay’s masterclass was packed with actionable advice, and if there’s one thing to take away, it’s this: standing out in your market will make you easier to buy from.

Start implementing these principles today, and you’ll see the difference in the quality of clients you attract.

You can access Seb’s masterclass online and all our other amazing on-demand masterclasses when you sign up as a Youngling member via here.