This is the last installment of the three part series, The Real Truth to Keeping Your Client Load Full. If you’ve missed parts one and two, you can find them here:
Part 1: Entrepreneurial Mindset (https://kristinecarey.com/you-are-the-boss-2/)
Part 2: Selling is A Conversation Between Two People (https://kristinecarey.com/selling-is-a-conversation-between-two-people-for-reals/)
The Real Secret to Keeping Your Client Load Full, Part 3: Own Your Value
If you’re in business for yourself, you need paying clients; that’s what makes your business profitable. In know that’s stating the obvious, yet there are many in business, and I used to be one of them, who love what they’re offering, yet don’t love getting clients. If that’s you, there’s hope! You can find a way to get paying clients, without too much effort, in a way that works for you.
* Realize what you’re offering is worth; charge a reasonable rate for your goods and services. Don’t over, or under, charge.
* Believe in the price you’re charging. If you don’t believe it, neither will your client.
* Know there are clients who will pay for your goods and services, who want to work with you rather than a competitor.
* Understand the value you’re providing for your client. You’re helping them with something they need and want, something that will make a difference for them.
* Let go of the “supposed to’s” in terms of marketing, such as “I’m supposed to go to networking events” or “I’m supposed to mail out fliers”.
* Realize that the things you’re interested in doing could be something that you turn into a marketing activity to attract clients.
* Make sure these vectors intersect:
+ What you like and are interested in: If you don’t like it, you won’t be as successful.
+ What you’re good at: Just because you like something doesn’t mean you’re good at it. Conversely, just because you’re good at something doesn’t mean you like it.
+ What the client needs: You may have a great thing to offer, yet if no one needs it, you may not be able to make a business out of it.
+ What the client will pay for: Just because the client needs something doesn’t mean they’ll pay for it.
Recently I was speaking with a lady who has been in business several years. She was having trouble attracting clients, trouble with her clients paying what she was charging, and trouble retaining her clients. To make matters worse, she was not enjoying working with many of the clients she was attracting.
As we talked, it became apparent that:
* Although she was good at her craft, she was not conveying that confidence and skill to her clients when she talked with them: she hadn’t taken a stand for her value.
* She had a belief that no one would pay the rates she was charging, so she changed her pricing with each client, afraid that if she didn’t she wouldn’t have anyone to work with: she hadn’t owned the fact that clients will pay a reasonable rate for the services they want and need.
* She hadn’t found a way to attract clients that she liked, was fun and easy, and was effective: she hadn’t let go of the “supposed to’s”.
At the end of our conversation she understood how much her beliefs and actions were affecting her ability to attract and retain clients. She choose a price that she knew was a good value for her and for clients, refined who she enjoyed working with, and acknowledged that her work had value. She owned the fact that she’s not a fit for everyone, which is a good thing. She’s now on her way to a much more profitable, and enjoyable, business.