What if your clients suck?
When I hear small business owners complaining about problem clients, I know that one of two things are happening, and it’s not that the clients are assholes. Or, I should clarify, it’s not just that the clients are assholes.
One thing that might be happening if you feel like some of your clients are terrible is that you’re in the wrong line of business or you’re offering the wrong type of service. If you don’t like what you’re doing, you’re never going to enjoy your clients either. The solution to that issue is outside the scope of this post.
However, the other thing that could be happening, which is much more common and which we can fix a lot more quickly, is that you’re just working with anyone who is willing to pay for what you offer. Which on the surface seems logical; of course you want all the paying customers you can get!
But taking anyone indiscriminately as a customer is hurting your business.
It’s keeping you from getting more of the type of clients you love working with.
It’s preventing you from getting great results for your clients.
And it is keeping you burned out, unhappy in your business, and complaining about it.
Here’s why:
Often, businesses assume that they’re there to serve everyone, without taking the time to really think more deeply about who the best fit is for what they offer. And when you’re selling to everyone, your brand and marketing is too broad to really catch anyone’s attention.
The result is your communications aren’t as effective as they could be. And because you’re not focusing on the customers that you’re in the best position to serve, none of your customers are getting your best.
Let’s look at two examples from the auto industry that have really clearly defined customers.
The first is Tesla. A car for people who want a luxury vehicle. A car for people who are making a bold stand for the environment. A car for people who want something impressive that says I paid a lot of money for this car.
Contrast that with Volvo. Also a car for people who want a luxury vehicle. A car for people who want to keep their families really safe on the road. A care for people who make responsible decisions.
If someone rolls up in a Tesla, you form a certain impression about that person. If someone glides in in a Volvo you have a certain impression of that person. They are not the same impression.
They’re both luxury cars, but they’re marketed to a completely different customer.
When you define and start talking directly to your perfect-fit client, you’re going to get a couple of immediate benefits:
1. Marketing is going to get a whole lot easier. When you know exactly who you’re talking to and what their needs and desires are, you know exactly what to say.
2. Your communications are going to stand out to the people they’re meant for. When you’re in a crowd of people and somebody yells, “Hey you!” you might look around and wonder who they’re talking to. When you’re in a crowd of people and someone yells your name, you immediately assume they’re talking to you. This is the difference between targeting your marketing to a general audience, versus a specific audience.
3. You’ll get better results with your marketing because when people know you’re talking to them, they’re more likely to answer. You’ll start to attract more of the right kinds of clients automatically.
4. You’ll be able to tell if someone’s not a fit for you before you start working with them, and you can refer them to another option before you both have a bad experience.
5. You’ll get better results for the clients you do have because you’re completely focused on them and the types of needs they have, which results in more success stories, which results in more referrals of more perfect-fit clients.
6.And when you’re only working with perfect-fit clients, you’re happier in your business and have way more energy to do the work you love.
Here’s how to define your perfect fit client:
List your five favorite clients you’ve ever worked with. The ones who loved you, and who you loved back. The ones you helped make great things happen for.
List the commonalities all these clients share. These could be things like industry or job title, but could also be things like “is open to trying new things,” “can take responsibility for their own learning.” It should definitely include “appreciates the work that you do.”
Even though you’re going to have many perfect-fit clients, it’s going to be helpful for you to think about one specific person that your business is serving.
It keeps things more concrete. It’s one thing to know that you’re making people’s lives better in general, but it’s a lot easier to get excited about how Pat is living her best life ever because of your company.
Here’s what I want you to remember about Perfect-fit Pat: Pat does not buy what you’re selling. Pat buys what you’re solving.
In other words, Pat doesn’t care about your company, your products, or your services. Pat cares about herself and her own needs. If you only talk to Pat about what you have to offer, you’re going to lose Pat’s interest right away.
This is why centering your brand and marketing around Pat is critical. Here are the things you need to understand about Pat:
Her pains and problems. What makes Pat wring her hands or stay up too late or get in her car and just keep driving?
What’s important to her. Does Pat care about sustainability? Providing for her family? Keeping her dog clothed in cashmere sweaters?
Pat’s perfect future. Let’s say all Pat’s problems were solved. What would that look like? What would she have? Be able to do? How would she feel?
Once you have all those details about Pat, document them.
Now you know what kind of characteristics your perfect-fit client has AND what they are looking for. Every time you create any kind of communication for your business, create it specifically for Pat.
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