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?