I always get a big “ah ha” from my clients when I take them through the “Size Isn’t Everything” exercise. It’s so easy to take ourselves out, when we become too general and lose track of what we really need.

For instance, in a workshop I held recently, one of the clients set “getting new clients” as an objective. This is not a bad thing to do, but it can create overwhelm if not considered from the right perspective.

She explained how she was struggling to get in front of new people and, “…just really needed new customers.” but it wasn’t happening easily.

Now, there are MANY things to say about this scenario; however, this article is specifically about perspective, so, here’s how I coached her through that;

I asked, “Could you handle 100 new clients this week?”

Her eyes got really big and she immediately said, “No.”

“Could you handle 50 new customers?”

“No.”

“How many could you take on easily this week?”

“About 3.”

“So, that is your new client number. How does that feel?”

“More manageable”

“Could some of that new business even come from an existing customer?”

“Well, yes it could.”

“So why not start there, where you’ve already proven yourself? Remember you don’t need a million people to want your business today. Usually its just a few. Size (quantity in this case) isn’t everything.”

So often we think of growing our business as needing to have loads of new customers coming through the door, when in reality we couldn’t handle that volume of business. The pressure to get new customers can create a feeling of overwhelm, which constricts our energy and can stop us in our tracks. To open the flow, take a reality check, work from the customers you already have and remember that size isn’t everything in building your business.

You need to know.

So what is your value proposition? What do you offer that will have your ideal clients running to your business? Two things are critical to answer these questions and make your business a magnet for your ideal customers:

1) Identify your ideal client/customer.

• The greater your clarity regarding who needs what you offer and why, the greater the likelihood of attracting your ideal customers.
• What are the critical characteristics of  your ideal customer?
• What do they care about?
• How do they behave?

2) Write your communications with these customers in mind.

This means craft things like your web copy, your sales letters, and your elevator pitch with their problems and needs at the center. Then you close with the fact that your business solves these challenges.

Most people won’t recognize the solution they need. What they will recognize are the problems they’re having. Speaking in terms of their problems is a much better way of capturing their attention.

Understand, your value proposition is based on the value you can deliver to the client. By crafting your messages based on solving their problems, you communicate how you can create value for them. Try these two steps as a start.  Let me know how it goes, I love getting your feedback!

 Nurture Your “A” Clients

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I’m sure you’ve heard statistics like the cost of acquiring a new customer is 5 times the cost of keeping one. Sounds like a clear action plan to me, take care of what you’ve got. And yet, most entrepreneurs don’t know a lot about who their best clients are, or why.  Here are a few tips from my program, “How to create 5-star offerings your ideal customers will crave” that you can put into action right now:

• Identify your “A” level clients and why they earn that title.
• Create a two way conversation with the “A’s” – customer appreciation events, newsletters with comments or questions, blogs, social media – all good ways to increase communication and build deference for your brand.
• Now care about that conversation – if you listen, your customers will tell you what they need, which may be different from what you thought, or even outside of what you do. But, this is critical, can you make a referral? If so, do it. They will appreciate you for helping. And, if you notice a lot of customers needing something that you don’t do, consider whether it would be a good joint-venture or affiliate opportunity.

More Clients! We all want them. A lot of time is spent chasing them. Why? Perhaps its because we really don’t understand them. We think we do.  They want low price and great quality, right? Yes, and what else? Today, its the “what else” that matters. If you don’t know what that is, you’re going to be another “me too”. And nobody is going to create a breakthrough business as a “me too”. So ask them questions, talk to them. Learn about their sensitivities and preferences. Send them a Thank You note just for the heck of it. What ever you do, get out of the “me too” quagmire.