February 17, 2012
Many thanks to Darla LaDoux for this gem of wisdom.
When I sit down with my clients, I ask them “who is your perfect client”. After working through a few “must haves” we usually get to “my perfect client is one who can afford…..”
Stop right there.
I’ve got news. They can never afford you. I don’t care what business you are in – if you are selling a product or a service, or if it is cheap or expensive. No one is sitting around with a pile of money that they are waiting to spend with you.
It’s only when they connect with the benefit of what you are selling in a way that is beyond a transaction that they will be willing to invest. They buy for their reasons Do you know the reasons your prospects buy from you? What is the bigger “why,” that is the true benefit in their life? If you design websites, what does your client really get from you? Is it more sales and profit? Is it the peace of mind that comes from finally getting it off their to-do list? Is it personal pride and enthusiasm about their brand that really drives them even more than money? You’ve got to know the motivation of your people. When you describe your ideal client, it should never be about what they can afford. It needs to be about what they believe.