I recently interviewed a prospective client. I asked her to
briefly describe what she did. She said it was complicated, she did so many things. I asked who her clients were. She said she couldn't define them, that she dealt with everyone. I then asked how her business was growing and she said she was losing money, clients and had no referrals.
You get the picture.
If you can't describe yourself, your ideal client and your
business in brief, simple language, how is anyone going to hire you or give you a referral? As an entrepreneur, business owner or independent professional, you need to be able to tell advocates, clients and networking participants what you do, how you do it, who you do it for and why they should choose you.
If what you do is help people build their business and how you do it is a) one-on-one, b) training and c) workshops, that presents a clear picture to prospective clients. The next section, who you help build businesses for, is self-explanatory. The only question remaining is the size of the business. Let us choose businesses that generate up to $2,000,000 in revenue per year and independent professionals who earn, or want to earn, $100,000.00 or more per year.
Positioning yourself by concept or model removes the stress for you and your clients. Create a model that motivates, excites and attracts. Your model could be that you work with people for a specific amount of time, say ninety days, for an established fee (received up front!) and you have a predetermined number of conferences with them.
This method makes it very easy for the right person
to say "Yes!".
A model or environment that clients can connect and feel safe with is essential. If it is presented as "work", they won't hire you. The experience for each of you needs to be rich, fulfilling and enjoyable.
Here’s an example of positioning by concept. It’s one thing to say you're a website designer. A more definitive
statement would be to say you design websites for people who are ready for a revised website; know who they want to reach with this website; and have text ready to serve this audience as well as the resources to pay for your expertise.
It's specific and would attract the perfect client to you as
well as your method of working.
The last question is, why choose you.
A simple answer is that you have the knowledge, skills and experience critical to their success. Go for it!
~~~End of Article
Copyright Rev 2002-2011 Joanne Victoria All Rights Reserved
JJoanne Victoria, co-founder of Gemma & Bixley and a Professional Business Intuitive, has been a business practitioner for over 25 years as a Real Estate Broker/Owner, CFO of an investment company, CFO and Sales & Marketing Director of a home-building company and CEO of her former business, New Directions. Joanne provides insights into Big Picture outcomes for clients and offers action steps essential to make dreams come alive.
Victoria guided numerous organizations from insecure financial circumstances to increased levels of success.
Joanne is the author of 5 books including: Vision With a Capital V- Create the Business of Your Dreams, Lighting Your Path-How To Create the Life You Want, How To Achieve Your Dream Business and Pushy For a Moment-Instant Solutions to Everyday Challenges.
Joanne’s observations on what people can do to succeed have been reported in the San Francisco Chronicle, national Business Journals, Success Magazine, Entrepreneur Magazine, Marie Claire magazine and national television and radio programs.
Joanne‘s ability to see the big picture allows her to leap over logic presented by circumstances and individuals. Joanne’s philosophy cultivates methods for identifying commanding life choices, then trusting those choices to promote growth.
What people are saying:
“For good advice, common sense approaches and all-around good stuff that translates to profits and sanity (at the same time!), call Joanne Victoria. It doesn’t even matter what business you’re in — she’s that good, giving more than you might expect. That’s rare these days.” Rhoann Ponseti, Owner, Ponseti & Partners, Modern Marketing
“Joanne is not afraid of the truth and provides information in an open way, inviting you to choose what works for yourself. She is clear and motivated to help people pursue personal excellence and higher power.” -P. Roseanne Hughes, VP, First Bank and Trust
“I can honestly state that my business and I would not be in our current position as leaders in the Integrated Medicine movement if it were not for your vision and expertise. Thank you, Joanne.” -Elson M. Haas, MD, Author, “Staying Healthy with Nutrition