The first thing you need to do is understand why you are in business.
Sounds pretty simple, right? I’m not saying you have to have this really deep, amazing “why”. A lot of people focus on that you need to know your why. And you’ve got to have this understanding and everything is going to draw back to your why. I believe that 100%.
But here’s the thing. When I say understand why you’re in business, I’m talking about knowing the reasons that you wanted to be an entrepreneur. What is the reason that you wanted to start your own business? Because if it’s just money, you can get a job and make money, right? You can do a lot of things to make money. If it’s to have more time because you want to just stay home with your kids, then you can just stay home with your kids. But if it’s time and money, and the freedom to choose, then entrepreneurship allows you to do both.
Let me give you an example of what I am talking about:
- My husband and I are many, many years apart. I wanted to be able to retire at the same time as him. And being in a job, I was never going to be able to do that.
- I really want to just enjoy life. And I don’t feel as though we were put on this earth to only work. So for me, entrepreneurship is about sharing my passion and making a living, but ultimately it’s about loving life.
And so everything I do, every offer, every package, and every service that I offer, always has to come back to “Does this bring me love and joy in my life? Does this help me live the life of my dreams?” If it doesn’t…then it’s back to the drawing board.
So figure out exactly what is most important to you. What do you value the most about being an entrepreneur and being your own business owner? Start there, because everything’s going to come back to that. Your dream clients are going to come back to that. If your dream clients don’t have the same values as you, they’re probably not a dream client.
The next thing you need to do is know how you best deliver information.
You need to understand how you best serve your clients. How do you best teach and deliver information to them? Why is this important in attracting your dream clients? Because if you best deliver information via video and your clients prefer to read, then they are not going to get the most out of what you are presenting or teaching.
You want to be sure that your dream clients can digest and understand the information you are giving them in a way that makes sense to them as well as you. If you don’t like to write and send long emails, and that is their preferred method of communication, in the long run, that doesn’t make them a dream client. You will get to a point where you will want to jump on a call or send a voice memo and it can create tension over time.
This does not mean that you can’t adapt to your clients needs or wants. What’s important is knowing where your strength is and working FROM that point. You don’t want to start from a point that is not ideal.
The next thing you need to do is know your available hours.
How many hours do you have available to work your business? And how many hours do you WANT to work your business? Just because you have hours available doesn’t mean you HAVE to work them. Remember, go back to the first thing – if you value free time, then make sure you take that into consideration during this step.
The reason this is important when attracting your dream client is because you need to make sure your offers are in alignment with the hours you have available. If you only have 10 hours a week to work your business at this time, you do not want to create offers that require 15 hours of time to meet your financial goals. And if you don’t want to work in the evenings, you want to make sure you are clear on that so you aren’t attracting clients who still work a 9-5 and ONLY have evenings available.
This may seem like a small step or one you would have never thought about, but to me it is one of the most important. All to often, especially as entrepreneurs, we dive in with both feet. We end up working late nights, early mornings, or 60-80 hours a week without ever even realizing it. If that is what you want, then go with it. But if it isn’t, it is important to set those boundaries from the beginning.
If you noticed – the first three things in attracting your dream client have all centered around YOU and what YOU want.
That is on purpose. We often get so wrapped up in what our clients want and what our clients are asking of us that we forget to take ourselves into consideration. Remember, your business is about YOU. You will attract your dream clients when you can get crystal clear on these first three things.
These first three will help you to create the business you have desired and when you can set those boundaries from the beginning, this allows you to be sure your message is clear and attract those that work within those boundaries. That to me is the definition of a dream client.
Now, let’s make the shift and think about our dream client.
When you think about your dream client think about what they are looking for…
- one-on-one individualized support and hand holding where they have access to you 24/7?
- being able to have unlimited email inbox or support?
- somebody to get them going and give them what they need to do take it and run with it?
- a community of support and accountability?
- or a course and would prefer to take the DIY route?
Let me give you an example. I personally don’t best serve in the group setting. And I like the community aspect of groups, but I feel every entrepreneur has their own individual business and their own individual uniqueness. So when I’m putting together a strategy, it’s not this group strategy for everybody. It’s an individual strategy that is customized to them, their business, and their vision. So knowing that is how I best serve, that I like to dive deep into each individual’s business, group coaching is not my ideal service. That being said, if someone is looking for a group program, they would not be a dream client to me because I know that I could not best serve them in that way.
So again, you need to know what your clients are looking for and then tailor your offers to meet the needs of what they want and the needs of how you can best serve them. There is always room for customization in any package, but again – we are talking about B clients, not just paying clients that show up with a credit card.
Lastly, you need to know what is going to give them the best result.
I want you to really think about this for second. What’s the difference between what your client is looking for (like we just discussed above), and what’s going to give them the best results? You are the expert! And although they may come to you with an idea of what they want and what they THINK will give them the best result, it is your job and responsibility to hear them and then give them the best options based on the result they are desiring. The result they are desiring may not be alignment with how they want to work with you. It is up to you to understand and know the difference.
For example: If somebody is looking to increase their social media presence and grow their email list and they come to you and want to work with you on a month to month basis. Through your expertise, you know that building a presence online doesn’t happen in one month. It takes consistency and time. You explain this to them and only offer the three month package to them. Just because you offer a month to month (which may be directed at people who have worked with you before) it is not an option for them to achieve their desired result.
Trust your expertise. They’re coming to YOU for your expertise. It’s your job, as a professional, to know what they need to get the results. If that means that they need a six month commitment with you to see the results, then that’s the only thing you offer.
What’s important to understand in all of this is that we have a tendency as entrepreneurs, and as business owners, to adapt to and make changes based on what our clients are telling us they want.
But the reality is, we have to know what they NEED and what they WANT and then decide if we can meet both. If we can’t then they are not your DREAM client. The reality is, you may end up not getting the client if you can’t meet their wants – remember, we’re talking about dream clients.
When you create an offer around these five things, your messaging is totally clear.
You know exactly what you do, who you serve, and how you serve them. And you know when you get on the phone whether or not you can help somebody. You present yourself as a professional with confidence. Isn’t it easier to make a sale when you know exactly who and how you serve? That is what defines a DREAM client and it starts with YOU. You have to be in alignment with yourself and your visions before you can help others with theirs.
Need help working through the five steps above? Download my FREE E-Book and worksheets to walk through each of the five above to really create an offer in perfect alignment with YOU and your DREAM client.