We’ve all done the exercise. It’s the first thing you’re taught when you first start your business: Create an ideal client avatar.
The vision that you have of your ideal client guides pretty much everything you do, this also includes your pricing (you can’t charge a single mom the same price you would charge the Owner of a huge corporation), pain points (a mom probably isn’t worried about shareholders), or even your brand color.
So you spend a few hours considering things such as:
- Age group
- Family status
- Lifestyle goals
Sometimes you may go as far as to write up a nice little story about your ideal client. You give her a name, a couple of kids, a husband who just doesn’t get it, and a load of student loans. You know quite a bit about her, you think. But you would be wrong, and if you stop there, you may be missing a huge piece of the puzzle—and losing out on the best clients because of it.
Now something that is not very often thought about in the “ideal client” equation, and that is your “ideal clients” PERSONALITY.
If you’re snarky, sarcastic, fun-loving and loud, then a quiet, middle-aged mom who spends her time volunteering at the church is probably not a good fit for you. Sure, she might need your help, and she might love your products, but maybe for your services or coaching, this match-up is a disaster. Either she will be uncomfortable with your style, or you’ll be miserable trying to reign in your natural exuberance.
Better to pass mom on to a coach who is a better fit for her personality wise.
Drive Determines Success
This one can be difficult to calculate from the start, but once you recognize it (or the lack thereof) it’s worth paying attention to. The client without the drive to succeed will—more often than not—only end up frustrating you both.
Better to end your relationship as soon as you see the signs of this than to waste your time going over the same material and exercises again and again with someone who simply won’t do the work.
If you look at your current and past clients, you’ll begin to see patterns. You can easily look back and see what made some clients a joy to work with, while others were a struggle. Think long and hard about the differences and go ahead and add them to your ideal client’s profile. Now go ahead and compare your potential clients ideal profile and you will always sign on a Perfect Client for your business.