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Thank you, Adriana! Great Zoom Webinar. I’m doing a repeat of what I posted on the transcript page as to make sure all can read.
Yup…loved the part about other profit centers. Shay already talked about this in detail on one of the other forums. We started out with a solid niche of “Executive Coaching and Powerful Communication Trainings” and then another profit center developed quickly from our business clients doing Couples Coaching. People we did Executive Coaching with or that attended our Powerful Communication Trainings would come up to us and say, “I’d love to have the alignment and synergy you and Shay have…can you help my partner and I achieve this?” 🙂 Of course we said “yes” and helped the couple with full breakthroughs with each person and did the relationship paradigm with both. At some points in the year, the Couples Coaching was a bigger profit center than our Business Communication & Sales Trainings or Executive Coaching. Though, we still primarily marketed ourselves in the niche of Executive Coaching and Powerful Communication Trainings. Then came kids coaching from the parents we did Couples Coaching with.
As for creating the characteristics of your preferred customer…this is SO IMPORTANT…and GET SPECIFIC!!! Otherwise…you’ll get what you get…or you’ll get what you absolutely did not want to get. There was a time back when we first got started that Shay and I had heaps of opportunities for new clients and when we did the Free Consult with each of them, we didn’t think they were fully invested in the process and they didn’t really want to do the change work. We figured that being fully invested and wanting to do whatever it takes was an obvious trait for what we were looking for…though we never wrote it down on our list. So, we were turning these people away. Then we got EVEN more specific on (what we call) our “Ideal Client List” and wrote “They will be fully invested and ready to do the change work and are ready to change and are ready to do whatever it takes and invest as much time and money and energy to have their problem be gone and to achieve all of their goals.” Then, we started getting REALLY good clients…and a lot of them! Also…this is a list that Shay & I frequently review and revise as we get more learnings about what we don’t want and what we do want.
Good luck with your project everyone. Have fun! This is what it’s all about! You’re creating your dream career and your dream life as we speak…now go get after it. Cheers!
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This was a great source of inspiration for me Adriana, and I am going to enjoy repeated views of the video. Thanks.
Thanks also to Stephane for your comment above. It really makes sense of something that I’ve been up against for a few months now, so it’s time to define those people much better so I get more of the right clients as I go forwards, people who will invest time and money to get the results they want.
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Thank you, Adriana! It was a great lesson with a lot of ”Wow” moments!
Thank you, Steph! Your learnings are very precious. I know that I will find my “Ideal Clients” shortly. Could you pls share your views in order to discover the ”REALLY good clients” who ” will be fully invested and ready to do the change work….”. Of course, that we will do the ”homework” no 4 asap.
Miha -
Miha, download the trasncript and do ALL the homework in the file.
As about the qualities of YOUR preferred client, these are yours to decide. Steph can only offer you some example. But YOU need to do the thinking about what you want. So download the transcript, and in there is the information about what to do. I said it also in the video. If you’re not sure how to start, start with what you don’t want, and then this will lead you to what you want. But the point is to do it thoroughly. What Steph’s idea of a preferred customer or my preferred customer, or anybody else’s preferred customer are ours and theirs alone. You need to find out for yourself. If you don’t know what those qualities are for your preferred customer…well, that’s the point of the exercise isn’t it? You already mentioned two qualities: fully invested and do the change work. It is a good beginning. Now add to those, other qualities that you want. -
Hi Mihaela. As I listed it above is how I listed those exact traits. Of course Shay & I had a lot more traits…and part of the project for you (as Adriana mentioned above) is for you to come up with your own traits of a preferred customer. And, if your niche is different (and it likely will be) your traits will also have differences. And your market there is different than ours was then and currently is now. Enjoy the projects on this topic!
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