How to Cope When You’ve Outgrown Your Business Part 3: Discovering Who Your Perfect Clients Are

‘Even when I dropped my prices really low, these people still said it was too expensive!’

My client was aghast. She just couldn’t believe that a steady stream of people coming through the centre where she rented a room were simply not interested in taking advantage of even a taste of her treatment, which she knew could help them.

‘It seems like they just want to stay the way they are’, she wailed.

And she was right. The particular people she was referring to were not interested in returning to full health using her method, even if they said they were. And she ended up feeling really frustrated and questioning what she was doing and why.

The problem was, she had not been targeting the kind of people who were an ideal match to what she was offering. This was because she knew her treatments could benefit all kinds of ailments, and so she naturally wanted to offer these to everyone.

The challenge with this is that by scattering your seed wide, so to speak, you lessen the chances of it falling in the exact place where the conditions are right for it to germinate.

That’s what you need to do if you want a healthy plant, and the same applies to attracting clients. You need to scatter the seed of your message in the area where you are most likely to find your clients.  In order to do that, you need to know who your clients are so you can then sow your seed.

I’ve been challenged myself with this, not surprising as I evaluate who I am and where RichThinkers is going. A couple of years ago, before Philip got ill, I was working a lot with holistic practitioners, and they were getting good results. But in these last years, as I lost focus on the business, I also lost focus on who were my ideal clients.

This was presented to me in a strategy session which I recently offered.  I had met the potential client locally and saw exactly what she was doing that was not working from a marketing point of view – and in full flow I pointed out a few things that she could do better. (Not ideal, as I was to discover).  I saw her eyes light up as I spoke of something she hadn’t thought of.  Because I was questioning who were my ideal clients, there was space for someone who wasn’t ideal to come through the door.

Oh dear. I was gifted in that session with the clarity that only comes when you finally take off a mask that’s been covering your eyes, and you suddenly exclaim at the brightness of the daylight.

As this person struggled with identifying what she wanted and why she wanted it, three things became crystal clear to me:

  1. She had no concept of an inner world (it just wasn’t how she viewed or experienced things).
  2. I found it impossible to make a real connection with her.
  3. I finally fully realized and accepted that the people I can best help, and most enjoy helping,  are indeed spiritual entrepreneurs, conscious business owners, soul-centred personas who welcome the blend of spirit and business.

My ideal clients cannot be anyone else, because that is who I personally resonate with. No matter how lovely the person may be, if they don’t have an interest in this sphere, along with their business, then I cannot serve them to the best of my ability.   Needless to say I did not end up taking on this person as a client.  I couldn’t – I would be dishonouring myself and doing her no favours either.

So it’s really important that you get clear about your ideal clients. 

They need to meet these criteria: 

  • they want what you have got to offer
  • they are willing to pay for it
  • you enjoy working with them
  • they get great results

But it’s that first bit –  ‘who want what you have to offer’ that is so crucial.  Even if you find a client who is willing to pay you more than what you are asking, if they are not ideal then the results will be limited to some degree – and you will find yourself not really enjoying your work as much as you could.

So who are YOUR ideal clients? Who do you love working with that can also pay you (that bit is pretty important too, let’s face it!)? Who do you get great results with?  Discover these people and you’ll have the beginnings of a great match energetically and physically, which can only benefit you, your business, and of course, your clients.

2 thoughts on “How to Cope When You’ve Outgrown Your Business Part 3: Discovering Who Your Perfect Clients Are

  1. Jane, you are so right about the need to get clear about who our ideal clients are. I took my new book to a Grey Power meeting where they were going to hear presentations about transport problems. This was a big mistake, as none of them were really interested in a spiritual perspective on ageing.
    I was reminded to be discriminating; that my ideal clients and readers are open to a spiritual perspective on life. It’s the bottom line really. Being clear about it helps me to reach people I can resonate with.
    I really like your list, and the metaphor of the seeds. Thank you.

    • Wonderful Juliet. I have made almost the same mistake more than once! That’s how I know how important it is to be clear about who your clients are. By the way, have you heard about the idea of Death Cafes? http://www.deathcafe.com As they say themselves “At Death Cafes people come together in a relaxed and safe setting to discuss death, drink tea and eat delicious cake”. Seems like a good idea to me! I am investigating setting one up here.

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