Today I want to cover some of the fundamentals of how to land your first client. I realize some of us have been in business for a long time and are far removed from the wonder and excitement of that long-anticipated first client, but many of these basic principles bear repeating from time to time along the journey. So whether this is your first client or simply your next, take time to refresh your mind and your business with these rudimentary, yet powerful and effective strategies.
Know your target market’s pain points. What problem does your ideal client experience that you can solve? You may offer an amazing, impressive, ingenious product or service… but if it doesn’t address a specific problem that your market has, chances are you’re not clear on who your audience is and what they need most. So do your research and be sure that there are people out there who need what you have to offer.
Know how they spend their money. What do your potential customers or clients spend their money on? Do they buy things for themselves, for their families, for their businesses? Do they pay top dollar for spa treatments and expensive technology or are they more practical and pragmatic? What are they willing to invest in? Do your homework. Understanding your market’s financial profile will give you a better picture of who they are, what they’re interested in, and how you can best serve them.
Know your Unique Business Statement. Do you have a UBS? If not, get one! If you know who your ideal client is and what they need, and you understand what they spend their money on, the next thing you need is to be able to tell them who you are, what you do, and why they should hire you—in 10 seconds or less. If you can’t do it quickly, then you’re not focused enough, because being great at what you do isn’t the be all and end all; you’ve got to be able to say it so that people can understand it.
Know your value. I can’t tell you how many small business owners or mom entrepreneurs come to me with the idea that because they are small, or because they are just starting out, they’re not worth much above nothing. If you feel that way about yourself, you’re not doing you or your clients a service. You can offer a small sample of your product or services, but don’t give away the farm—know your value and stick to it.
Know how to make your sale. Ask them to hire you. Seems simple, doesn’t it? But how many times do we find ourselves in a situation where we are just not prepared to make that sale? Have your calendar ready. Have your terms of payment lined up. And then ask them to hire you!
I hope this has been helpful. These are just some really simple steps to take to land your first (or next) client, and I think we can all revisit them along the way. Now go out there and put them into action!