To get the ideal client, you need to target the ideal client.
But, you can’t target the ideal client unless you hone in on exactly who that is.
So who’s your ideal client – your avatar? Who’s the one person you want to talk to?
To get the ideal client, you need to target the ideal client. -Taki Moore [Tweet This]
If you’re not 100 percent sure, you’re not alone. Many coaches, especially new coaches, struggle to identify the exact person or business to target. But, just because a problem’s common doesn’t mean it’s not costly.
Here Are The 3 Indicators You Need To Hone In On Your Avatar:
This first indicator is simple. If the marketing doesn’t target the right clients, you get low to no response. The marketing could be so broad that no one responds because they don’t know if your coaching program is for them.
Let’s say you get a decent response from broad marketing. The problem is the people responding are the wrong clients.
Try this exercise, make a list of ten characteristics of the perfect client. This could be anything that you’d love to see in your dream client. For example, the perfect client:
- Is eager to make a change
- Pays top dollar
- Does the work
- Understands me
- Is teachable/coachable
- Refers others to me
If a client has eight to ten of those characteristics let’s call them an A-grade client. If they have six or seven, they’re a B-grade client; four or five is a C-grade client; less than four is a D-grade client.
If only B, C, and D-grade clients respond to your marketing, you have a problem. That should tell you that something in your marketing is only resonating with that kind of client. More importantly, it should tell you that your marketing lacks something that resonates with A-grade clients.
Mike was the second coach I ever worked with. I helped him generate several leads in our first week working together. I remember getting a call from him on his way to his first sales meeting. I got really excited and told him to call me right after he finished to hear how it went.
About an hour later, he text me that he had signed the client. I thought, “This is awesome! One week in, he got his first lead, first sales appointment, and now his first client!”
He came straight to my office and walked in the door. I was expecting him to be ecstatic and full of energy but when I saw him, he looked miserable and tired. I couldn’t believe it!
After I congratulated him, he looked up and said, “I think I just signed myself up for 12 months of pain, suffering, and exhaustion.”
What happened to Mike that day?
He signed the wrong client.
One of the characteristics of an A-grade client is they give you energy rather than drain it. We need to target those A-grade clients in our marketing.
Another characteristic of an A-grade client is that they want you, but they don’t need you. They could do all of this on their own, but they want you because you can get them where they want to go faster.
Clients that want you without needing make selling easy. More than that, they make your business easy.
This all starts with targeting those ideal clients in your marketing.