My perfect client

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Over the last two years, I have worked with a range of people wanting to start a business with varied results. Some went far, started their business and are doing well today. Some never got it off the ground.

At this time of the year, I think about my goals and ambitions and start planning for the coming year. Going through the results, I feel this last year something was very different. I don’t think that I made much headway or that I made a difference. Something is missing.

I am back on my drawing board, reviewing my results, trying to figure out where I can improve.

Being a business coach means to help my clients to run a successful business.

It means to show and prove to them that it can be done. It means to create a positive impact that changes my client’s lives.

If that is what I want and work for, why do I achieve this with some and not with others?
What can I do different, and will I have any impact on the results at all?
What kind of relationship did I have with my clients?

I worked with lots of different people from students, young professionals, housewives or house-men up to pensioners. I love this very much, but it makes it challenging to filter out what works and what doesn’t because each group has different requirements. I don’t believe that age, profession or education makes a big difference in anyone’s ability to succeed, but I do think that it is much more a question of believing in yourself. Also being at the right stage of your life and the environment your living in are significant factors. It will have a substantial impact on anyone’s decision to start a business and their chances of success.

Looking at the variety of clients I had, I decided to be more precise and to niche-down in my choice of clients. It is time to decide who I want to work the most.
First, I need to be clear what it is I want to achieve and what I expect from myself:

  • I want to make a real difference to the world and the people living in it.
  • I want to be part of a movement towards a positive change in this world
  • I want to do this through education and training
  • I want to measure my success in people not in money
  • I want to be part of my client’s journey, become a friend and learn from them.
  • I want to be an artist, extraordinary in my trade, growing and enjoying the process

The next step is to design the client I would love to have: someone who…

  • has similar ambitions and ideas and is ready to achieve something
  • understands that the right skills and talents can be of real value for others
  • is ready to go
  • sees learning as a life-long process
  • measures success in more than just money
  • wants to make a difference

All that is left now is to list some points to identify my perfect client:

  • man or woman 25 to 40 years old (Age)
  • English or German speaking (Communication)
  • socially active (Environment)
  • independent mind and acts accordingly (Mindset)
  • physically active, sport of any kind (physical health)
  • enjoys a challenge and creates them (competitive)

These points are not scientific. I feel that I want my clients to be fit, knowing what they want, ready to go and at the right stage in their life. And that is what I came up with. It mirrors mostly the way I would like to see myself, and as I have the choice, this is mine.

Now I know who my perfect client should be, and I can target this market. I can investigate what my client needs and where my client’s main problems are. I can get in touch and communicate using the same channels my client uses.
I can introduce myself, start creating value and learn how to serve this market niche best.
I can re-design my Website and Social Media profiles to attract my client, and I can study and improve my skills to fit my client’s specific needs.

I love it when a plan comes together.

Do you know who your perfect client is?

John Di Stefano

An entrepreneur at heart and founder of the Entrepreneur Academy in Brussels, Belgium. He is teaching and supporting entrepreneurs in the skills every entrepreneur needs to create a better life for themselves and the people around them.

This Post Has 2 Comments

  1. Rena

    Focused and ‘decisive’ ! Great piece … Newsletter sign up done .

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