With your business’s purpose and core values in place, you now have built a platform to scale. It’s time to bring on Awesome Clients (A-clients) and grow revenue and your team by finding your niche.
Your A-Clients are the clients that love working with you. A-Clients refer you, smile when they see you, and understand the full value of what you do for them. They’re awesome!
Your business needs to focus on these people, and these people alone.
Note: Just because your focus is on getting these awesome people as customers doesn’t mean you don’t work with anyone else. If you’re a window and door company focused on rural estate homeowners and a person inquires from a city nearby and wants you to replace every window and door in their 2500 sq ft home, it doesn’t mean you say, “No” to them.
Your riches are in your niches. This is why finding your niche is so important.
The more you can focus on a specific type of client, the more relevant you can be, the more value you can deliver, and the better you’ll understand them.
Something we hear entrepreneurs claim is:
“If I focus too specifically, I might lose out on all of the business out there!”
This is, for the most part, a myth.
The more you focus, the more you become ‘The Choice’ instead of ‘A Choice.’
The best part is, once you delight this small group, they’ll spread the word for you.
Here’s a great video from Seth Godin from his latest book, This is Marketing.
Takeaway notes from Seth’s video:
- Don’t try and change someone’s worldview. You don’t have enough time and money.
- People don’t want to change their worldview. They like it and embrace it.
- If you want to be a smart business owner who doesn’t chase after everyone and anyone. Find a population with a certain worldview, frame your story in terms of their worldview. That’s how you win.
- Frame your story in a way that will capture your A-Clients and attract more of them.
Do you believe in quality over price? Cater your message to that and you’ll attract people who believe what you believe and who are willing to invest in your product.
Activity: Fill out your own A-Client Profile (60 Minutes)
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