Choose the RIGHT Client to Avoid 'perfect client' mistakes

Understanding the client you serve in your business means the difference between making money and going broke.

Get the client wrong and even with the best product or service, you will spend a lot of time chasing clients, wasting money on ineffective marketing, and being frustrated every month as you try to reach that ‘6 figure goal’ and never achieve it.

With so much really bad business advice focused on list building, mindset, upleveling, scaling, kickstarting, driving, high ticket, high value, and so many other copycat systems, it’s no wonder that the average coach earns less than $25,000 a year.

Yes you heard that right, $25,000 a year.

But with the right client focus, you can reach your sales and revenue goals, build a thriving business and develop a market presence that can ensure a steady stream of clients.

Rather try to explain this to you, let me give you some examples. I will give you 4 case studies based on the following criteria which are the biggest reasons for :

1. My client Gary came to me to see if I could help him. Had just left another business coaching practice that focused on client attraction that he was unhappy with because they were focusing on creating an ‘avatar’, developing the perfect client, etc. and not on revenues and cash flow.

And Gary was closing his business because he was broke.

His business focus was helping struggling restaurant owners become profitable.

He was great at it but he had a very big problem – struggling restaurant owners didn’t have any money so while he could easily find clients, they could not pay him.

We talked for a few minutes and then I asked him some questions:

1. How long did it take him to get a new client on board?

2. Was he working locally or across the US or globally?

3. What was his average time spent with a single client to fulfill his promise?

4. If I could point him in a more profitable direction, would he give his business 6 more months?

We discussed the answers to his questions and then I told him the problem with his business was his choice of client. He had the experience and expertise to provide services to help restaurant owners but he was focusing on the ‘perfect client’ instead of the right client.

His ‘perfect client’ was the struggling restaurant owner. His right client was the equipment leasing companies that he got his kitchen equipment from, the mortgage lenders, and investors.

He needed to focus on getting the information to restaurant owners at the beginning of their business cycle, not at the end. And to focus on who has the greatest vested interest in their profitability – those who fund them. Here’s why that is a superb strategy: 

1. They will pay for coaching as an add-on benefit

2. It helps their business and protects their investments

3. It helps the restaurant stay in business 

They don’t want their equipment back or to lose their investments and they have a vested interest in the restaurant’s success

See why it’s important to pick the right client and not the ‘perfect’ client?

Copyright (c) 2020 by Jennifer Hoffman. All US and international copyrights reserved.

note:  'Right Client' marketing is a trademark of Jennifer Hoffman.

copyright (2024) by Jennifer Hoffman. All US and international rights reserved.

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Narration by Jennifer Hoffman

Artwork by Jennifer Hoffman

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