…Would you like more clients?
If you’re like most entrepreneurs then you just said YES (of course)!!!!
Here’s the thing…
(Almost) every business is interested in more clients, but few ever take the MOST IMPORTANT step to ensure they get them.
What is this ALL-IMPORTANT STEP?
Glad you asked.
It’s creating a clearly defined IDEAL CUSTOMER AVATAR or ICA.
The number one reason businesses don’t have more customers, or find it difficult to attract (the right type of) customers is because…
They think EVERYONE is their customer and they’re WRONG!
When your criteria for client selection is that they have a heartbeat and a wallet, then you’re in trouble.
Because what you’ll likely end up with is a whole lot of the wrong type of clients.
The type of customers that are quick to complain and slow to pay. The ones who want to crunch you on price and never value what you do for them.
Do you know these people?
Here’s the deal.
If you think defining EXACTLY who you want to attract to your business is a waste of time, then you are condemning yourself to having to put up with a lot of High Need, Low Value clients.
Customers who aren’t actually helping your business grow; instead they are stifling your ability to prosper.
The good news is it doesn’t have to be this way.
If you want to start attracting more of the RIGHT type of customers to your door, the first thing you need to do is get clear about WHO you’re looking for.
If you run a service-based business, where the clients have direct access to you, then being selective about who you want to work with is a good idea.
When I started out in business, I thought a customer was a customer and that every dollar was the same. I was wrong. The truth is some dollars just come with way too many conditions attached.
The problem for me started with OLD SCRIPTING.
Because I grew up in a poor neighbourhood, I was surrounded with people who had a scarcity mindset. They believed money was hard to get, that life was unfair and that they were condemned to a life of struggle.
And because that’s how they thought, that’s also how they acted and unsurprisingly that’s exactly what they experienced.
When I started in business, what I didn’t recognise was I brought that old scarcity mentality with me. As a consequence, I under-charged and over-serviced my clients. I said yes to ANYONE and EVERYONE because I had to earn every dollar I could.
I believed this was what you had to do in business. I was exhausted and I felt trapped.
Instead of every sale making my life better, it was making it harder.
The truth was my business sucked!
THEN A MOMENT OF CLARITY
I was having a conversation with one of my business mentors and was complaining about how some of my clients were draining me. I was tired, frustrated and unsure how to fix the problem.
Then he said something that truly shocked me.
He said, “Paul, it’s time to start sacking clients and get some new ones.”
Now my first response was, “Are you Freaking NUTS!”
These people PAY ME MONEY. Money I needed at the time. I couldn’t tell these customers, “Thanks, but I don’t want your money anymore.” Especially when I really did need it!
But the conversation I had with my mentor that day CHANGED MY LIFE FOREVER.
What became clear was if you fill your business with HIGH NEED, LOW VALUE clients, then you will end up being so busy trying to service them that you won’t have space for the better-quality client to come in.
So, the next day I SACKED my first client. It was scary and a little uncomfortable to do, but it changed the trajectory of my business forever.
The key benefits were:
• I had space to attract a better calibre of client.
• Those clients got better results because they valued my ideas and actioned them.
• My reputation grew and I was introduced to other quality clients.
• My income began to skyrocket.
• I enjoyed my work much more.
After working with thousands of entrepreneurs over the past 15 years, I’ve witnessed the same phenomenon happen in their businesses.
The keys to attracting a higher calibre of client
1. Take 100% responsibility for the quality of clients you have. If you’re not happy, don’t blame them; instead look in the mirror.
This can be a little painful at first. It certainly was when my mentor first hit me with this concept. I felt like I was the victim, the one doing all the work and never getting my just rewards.
The problem was, I was so busy blaming the clients, I failed to see I was responsible. After all, this was my business. I get to choose who I work with, so if I undervalue my services, that’s my problem – not theirs.
2. Get a clear picture of WHO you do want to attract. To help you get started, you can download this AVATAR profile worksheet. It will help you create a clearer picture of your IDEAL BUYER.
Blindly accepting that you simply have to take whoever comes your way is a mistake, and often a costly one. Your fortunes will only begin to change when you start to target your marketing efforts to attract a specific type of client.
3. Remember, the first sale is made to you. If you don’t believe in your own value, if you are waiting for the calibre of your clients to simply upgrade themselves over time, then you’re in for a long and uncomfortable ride.
Self-belief and self-worth lay at the core of your pricing and therefore the type of customers you will attract. The fact is, you will never out-perform your own self-image.
Ultimately, I think we get the clients we deserve, so if you want to attract clients that are happy to pay more, value your service, achieve better results, refer you more business and appreciate you, then you need to GET CLEAR about what they look like and where you can find them.
I promise if you put the time into profiling your IDEAL CUSTOMER AVATAR, it will pay big dividends for your business.
You can download your AVATAR PROFILE SHEET HERE