Tag Archives: Ideal Clients

Your Clients Love You – But Do You Know Why?

Photo Credit: Allen Warren on Flickr.

People don’t buy what you do – they buy why you do it.

That’s the message Simon Sinek explores in his book, “Start with Why: How Great Leaders Inspire Everyone to Take Action.”

The book is the subject of a TED Talk he gave in 2010, that has since been viewed over 35 million times.

There must be something to it, yes?

Yes, because after reading it, I found myself lying awake for hours, thinking about those core questions we all need to answer.

Why does your business exist?
Why do you do what you do?
What purpose, cause or belief keeps you going – no matter what?

What is your why?

Your WHY is a belief you hold about your business, your employees, clients and customers. It’s what sets your work apart from others in your field. It’s what matters most about the way your business shows up in the world.

It’s what drives you personally – and always has, probably since you were a kid.

It’s what makes it all worth it.

When asked why they started the business they have, many entrepreneurs will say they wanted to be their own boss, make more money, have more freedom.

And yes, those are important.

But your clients and customers don’t care about that; that’s not why they love you.

That’s not what drives them to buy your programs or tell others about your services. That’s not what draws them to you over countless other options they could choose instead.

And I’ll bet none of that really fuels your fire either.

No – it’s your heart, and the heart of your business – that does that.
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7 Steps to Knowing (& Loving) Your Ideal Client

children - epSos.deYou love everybody. (Well, almost.)

And when you opened the doors to your business, you were bursting with excitement about all the ways that you knew you could make their lives better.

…Their world better.

So you threw up a website, printed some business cards, flipped the sign on the door to “Open!”, and waited for the crowds you knew would come.

And a few have. Maybe even more than a few. And some of them are perfect for what you offer in every possible way.

You love them. They love you.

You can help them. They can pay you. :)

But some of them, if you’re honest with yourself, really are not quite the right fit.

You like them just fine, but you have to contort yourself in some way to meet their needs.

So the relationship really isn’t quite what you want.

And you know it.

Knowing who you really want to serve (and how) is critical to being effective – and profitable – in your business.

Because – and I’m going to be blunt here – you have something to sell, a product or service that others need, value and are willing to pay for.

But if you’re selling to everyone,
you’re selling to no one.

I have been running a business for over 20 years, and I am at least on my 4th or 5th incarnation of what I consider to be my own ideal client.

What I wanted to do and the people I wanted to work with 20 years ago is very different from who I feel called to serve today.

And it will be the same for you.

So taking the time to get really clear about your ideal client, their needs and how you can help, is a valuable process.

And it’s one you should revisit often.

Here are seven steps I use when teaching this to my own clients.
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5 Gifts Your Perfect Peeps Want You to Have

friends - by AlexYou know you have something special to offer.

Your coaching helps burned out executives get their game back.

Your real estate customers get the house they really love, even when they didn’t know what they wanted. 

The companies you serve notice a measurable increase in productivity.

Whatever it is, you believe in it, and you know what a difference it can make for the right people.

The key is knowing who those right people are.

Figuring that out is called identifying your “ideal client” or “target market”. And it may be one of those things you haven’t really thought about, especially if you’re in start up.

Heck, you may not even have a client yet, so the whole concept may sound kind of crazy.

Ideal client? What are you talking about?
ANY client right now would be ideal, seems to me…

Yeah. I get that. Really I do.

And yet, this is super important.

In fact, you need to get clear about not only who you serve, but who you don’t serve, as well.

Not because you’re not a nice person or because you don’t want to help everyone, but because there are certain clients that you know are a perfect fit for who you are, and what you do.

And you are a perfect fit for them.

When you identify the individuals (or organizations, if that’s your goal) who are exactly right for your business, all kinds of cool things happen.

For one, you’ll connect with them so easily that you’ll wonder what happened.

You’ll have an almost instant relationship, one that, handled well, will be lovely for you both.

Because in any healthy, happy relationship, the good stuff goes both ways.

Right?

And it’s easy to see what they’ll get from you.

Their lives are made better – in some very real way.  I don’t care what you do: coaching, psychotherapy, law, real estate, energy work.

One way or another, they’ll get something they really need when they work with you.

What’s not as obvious, is what you’ll get from them.

In fact, without even trying, your ideal clients have a few gifts for you, too.

1. They will give you energy.

One of the first things I found when starting my practice, was that clients I didn’t love, didn’t love me either, and didn’t stay.

So it didn’t take long before I had an entire practice of people I genuinely enjoyed.

As my business has evolved, and I’ve gotten more clear, that trend has strengthened.

Today, I really do love my clients. ALL of them.

Instead of DRAINING your energy, ideal clients bring energy to you. You’ll enjoy working with them so much that you won’t get tired.

Instead – you’ll get excited.

2. They will boost your confidence.

When you work with people you are meant to work with, they’ll get great results.

And when they get great results, you’ll be proud.

The more that happens, the more your confidence will grow.

That’s just how it goes. :)

3. They will pay you what you’re worth.

And they’ll be happy to do it.

When you attract people to you who are ideal for what you do, you magnetize your income. Rather than going after someone or chasing revenue, you’ll bring it to you.

Because when you’re really clear about who you work with (and the value you bring, as well), you’ll be able to speak to them through everything you say and do.

And when that happens, your message will resonate. Those who are a perfect fit will seek you out.

And happily hand you a check.

Yes. Really.

4. They’ll be your evangelists.

As raving fans, they’ll spread the word about you. They’ll be so dang excited about what you’ve done together that they’ll tell other people about your work.

And their enthusiasm is better than any advertising you could ever buy.

(That is what I call marketing made easy!)

5. They just flat make your life better.

Besides the fact that you’ll enjoy your work more, these clients will be easy to work with.

Because they want you to be happy too.

We all have customers who make us a little crazy every now and then. That’s inevitable, and comes with human nature.

But your ideal clients will try hard not to be crazy-makers. They’ll want to work with you in a way that works for you, and for them.

So, they get great service, real help, and problems solved.

You get all kinds of goodies too. And everybody’s happy.

I call that a win-win. :))

So – next question – do you (really) know who your ideal client is?

If not, don’t you think it’s time to figure it out?

Photo Credit: Alex on Flickr