A tip based on personal reflection!
Now that you have a clearer definition of who fits your Ideal Clients VIP Club – look carefully at who are your current Ideal Clients.
You might be surprised.
Some of our Ideal Clients over the years were totally NOT in our definition…
- A house painter – that followed every course and became an expert in a field you wouldn’t think expert position or authority matters;
- A 13-year-old girl that followed our programs and became a published serial author;
- A consultant that followed our programs to became a two-time Billionaire;
- An 18-year-old, almost blind guy, that started following our programs being accompanied by his mother, and came to his own by following my foot steps (running a marathon, climbing mountains, publishing books, leading groups…) without using his eyes…
If you’ve been with us for some years – you probably met/saw these people – as we often celebrated them and brought them on stage as inspiration to others… but none of them fit (at the time) our Ideal Client definition…
But when we look at the qualities we look for in our Ideal Clients – they are easily on top of the list:
- They trusted us enough to follow our instructions;
- They put their ego aside and did exactly as we instructed;
- They bought pretty much everything we offered;
- They were grateful and expressed their gratefulness.
And the sad thing…
They’re all gone now…
At one point, each of them spread their wings and flew away… to bigger, and bigger successes…
Well… this is not the sad thing.
The sad thing is that we had (and still have) more to offer them, but they’ll never benefit from it, as they’re gone on to other paths.
And it’s all our responsibility.
In those years, our main focus was on changing the world, so we put most of our energy in getting more and more people in…
We didn’t put enough energy in offering the “next step” to those Ideal Clients… so they left.
Today, our focus is different.
We’re not interested in quantity, but in long-term relationships.
We can help you reach success, BUT… we have what to teach you when you reach that success and it’s time to move “beyond success”… and there is NO ONE in the world that teaches will teach you this.
When you are ready for it… we won’t mess it up again.
We will be there to take you further than you ever imagined possible.
I hope you won’t make our mistake, and you will see your Ideal Clients as more than clients… As fellow travelers, which is your duty, obligation and destiny to guide and protect along the way, for as long as the path continues…
And now… it’s time to move to…
Your Ideal Clients – Part 2
Now that you know who they are, it’s time to get in touch with them and… Find out what THEY want.
Let’s start with your MINDSET…
WHAT Do THEY Want?
When thinking strategically, which is what this program stands for, you never want to assume or guess.
Your Ideal Clients will only stay clients as long as you give them what THEY want.
They will be happy to tell you exactly what THEY want… all you have to do is… ASK.
Full disclosure: I have a severe allergy (or fear) of talking to people over the phone, so I almost always surveyed our clients using email or online forms.
BUT… the most effective way to gather that information is in one-on-one conversations…
- Face-to-face during meeting with them
E.g. after a meeting/session, at professional conferences, during networking events, etc…
- Or… on the phone
Or even better… on Zoom.
A 2-way conversation is so much better because you can clarify your questions, ask complimentary and follow-up questions, and most importantly… build affinity that a form or an email will never do.
This year I started with a few group brainstorming to ask my Ideal Clients the most important questions I needed answered.
We had several groups with 12-25 clients in each group and it was mind blowing enlightening… Each meeting took one hour and I got everything I needed – including, I believe, tons of affinity.
But more important… from these few brainstorm sessions came a few one-on-one sessions where some of the participants wanted to give me more in-depth feedback/input.
I let them schedule a 15-minute session in my agenda, and each of these sessions was priceless and responsible to a lot of what you experience today in the Working ON My Business program.
This is a little of my experience… now it’s up to you…
Set your GOAL for this week…
Here’s a great goal for you:
I am going to find out EXACTLY what THEY want.
How’s that for a 5-day challenge?
Choose the STRATEGY you will use…
When you are ready to ASK your Ideal Clients the most important questions AND you are willing to stay open (ears, mind and heart), here is the 7-step process you should follow:
- Define WHAT you want to know
Some desired outcomes could be: what they want, what are they passionate about, what frustrates them, what are their aspirations, what keeps them awake at night…
- Decide HOW to contact them
Some possibilities are: email questionnaire, online form, face-to-face physical meeting, phone/Zoom call, multiple client meetings (physical or virtual)…
- Decide WHAT and HOW you’re going to ask
I suggest you focus on 2-3 questions that the answers will deliver you the most information…
You should come up with a big list of possible questions and only then narrow it down to the 2-3 most important questions.
If you’re trying to get statistics, and you can ask a large number of clients – then multiple-answer questions would do the trick.
However, I suggest, especially when it’s the first time you do it – ask open questions.
- Decide IF/HOW you’re going to incentivize them
Normally, when I conduct a survey, I am fully aware that my clients are doing me a favor, and I am happy to thank them with a gift for their time and attention.
Usually, offering the right incentive will increase the percentage of responses.
However, in the brainstorm sessions I described above, I didn’t offer any incentive, reward or a “thank you” gift for joining those one-hour session.
I believe we got a lower number of interested people, and about half of the people who said they will join the sessions didn’t show up.
Both numbers would probably be higher with an exciting incentive.
HOWEVER… I do believe that those people that DID show up represented better the qualities I look for in our Ideal Clients – and so, in this case, I believe it was a good idea not to offer an incentive – let those that really want to help (i.e. care about us) make the effort and give their time and attention for a simple “thank you” at the end.
- Create and test your questionnaire
Email is simple – just write the questions and ask them to reply with their answers.
If you’re using an online survey (Google Forms, SurveyMonkey, WPForms plugin for WordPress…) set the form up and test it. Then test it again.
If you’re going to interview your Ideal Clients in a physical or virtual meeting – make sure you have a way to record/collect the answers – so you don’t miss a thing.
- Conduct the surveys/interviews
If you’re in a face-to-face conversation (physical or virtual) – make sure you listen carefully and ask follow-up, complementary questions, when appropriate.
- Collect and analyze the answers
This sounds easy and straightforward, but make sure you read between the lines and that you pick up the language they use – it’s a treasure throve for your future marketing communication.
PLAN your actions in your agenda…
Your next step is to physically plan this process in your agenda.
Plan to invest 10-15 minutes EVERY DAY in the coming 5 days to follow the first 5 steps of the process above.
AND… You will need to plan time to conduct all the interviews (step #6) if you’re actually meeting the people (physically or virtually).
Realize that we’re exactly in the middle of summer.
That might make it a lot easier, or a lot harder for you to get the attention of your Ideal Clients.
You know them best – so you have to decide if you want to implement step #6 right now, or after the summer.
BUT… since we’re going to use the information you collected in step #6 and analyzed in step #7 – in the coming weeks – I suggest you try to get in touch with at least a few of your Ideal Clients for some quick answers – as soon as possible.
You will also need time to actually analize the results (step #7).
As you can see… lots to do this time…
Now it’s time to IMPLEMENT…
Take 10 minutes, right now, and…
- Day 1 – come up with as many ideas as you can for WHAT do YOU want to know;
- Day 2 – come up with different ideas for HOW you can contact them and choose the method you’re going to use;
- Day 3 – make a decision WHAT are the questions you’re going to ask them and share it in the comments EXACTLY the way you’re going to ask them (so you can get feedback from the other participants);
- Day 4 – make a decision if you will be offering an “incentive” or a ‘thank you” gift for participating in your survey.
If you choose to use one – come up with at least 10 ideas for exciting incentives you can offer and choose your preferred one;
- Day 5 – create and test your questionnaire (and then test again);
In your 2-3-hour Implementation Session – launch it:
- If you’re using email questionnaire – send the email out;
- If you’re using an online form – send the link to the questionnaire using email, WhatsApp, LinkedIn DMs, Facebook DMs or carrier pigeons…;
- If you’re going for face-to-face meetings (online or offline, individual or groups) – send the message to the Ideal Clients you wish to interview, explaining the process, and asking them to “opt-in” to your process;
Each day share with us in the comment box your ideas, actions and commitment.
My commitment to you…
- I’m looking forward to read your process and ideas below;
- I will be there for you on Wednesday to support you with any question, challenge or setback you encounter;
- I’m looking forward to celebrate your progress and results on Friday (I’m curious to hear the strategy you’ll come up with).
Live fully, stay awesome,