The Ideal Client

One of the first concepts I learned when starting my business was to identify my target market.  It was an easy concept to understand.  Having a target to aim for greatly improved my chances of hitting the bullseye and landing a client.  A harder concept to understand was that not all clients are good clients.  When you are just getting started, there is a tendency to take any warm body that walks through your door.  But this often results in clients who don't understand and respect the value you offer.  These are the clients you can't seem to please know matter what you do.  The ones who don't pay on time - or at all - because they weren't happy with your work.  They are rude and ill-mannered, demanding and critical.  To put it bluntly, they can be real jerks.  They are the clients you want to let someone else have.

Instead, let's focus on your ideal client.  Yes, there really is such a thing.  And they are not that difficult to find.  You just have to know where to look.  But first - you have to know who they are.

Take a look at your current clients.  Who do you value most?  Why?  Do they bring you the most business?  Do they refer you to others?  Do they understand your value and are willing to pay for it?  Do they respect you?  Do they do their part to make your business relationship work?  Do you enjoy working with them?  If this fits any of your clients, chances are they are your IDEAL client.  And by analyzing what you know about them, you can determine what type of prospect is your ideal client.  What age group do they fall in?  Are they predominantly male or female?  What types of business do they work for/what is their occupation?  What is their income level?  What is their level of education?  As you categorize your known perfect clients, you will soon have a picture of what type of prospect you are looking for.  And once you know that, it makes targeting them much easier.

If all of this sounds like a lot of work, it is.  But it's work that will pay off handsomely in the long run.  Why spend your time on the clients who make you crazy when you can work with those who are a perfect fit?  If the relationship is solid, your clients will be happy.  And happy clients lead to repeat business and referrals.  Which leads to a happier you!

Here's your assignment for the week.  Make a list of all your clients.  Rank them in order of value.  Then look at your top-ranking clients, the ones you value and look forward to working with.  Make a list of their characteristics.  Use some of the questions above to help you.  Look for patterns.  Look for common characteristics.  Look for your ideal client.

What My Daughter Taught Me

Since starting my coaching business, I have worked with clients who in varied professions including top level executives, mid level managers, support staff, lawyers, small business owners, entrepreneurs, salespeople, and engineers.  I could go on and on, but you get the picture.

Invariably their perception of being organized is either related to getting rid of paper clutter, improving their filing system or how they need more time each day to get it all done. And it is true, that solving these problems will help them become better organized.

But there is a part of being organized that not many people realize, and really is the basis for solving all these problems.

First, let me say that generally, most people are not very well organized. We are not born organized. It is a learned skill. It is a skill that anyone, in any profession can learn and use to increase productivity and work more efficiently. I have been helped along by my daughter, because she is an organized person. I am learning her ways. (I don't know who she learned it from.  It sure wasn't me!)

During my years in the military, I worked closely with several top level commanders. These people were all very organized, which helped them attain these high positions. I also learned a lot from them. What I pass on to you is a culmination of the techniques, methods and systems used very effectively by them, my daughter, and by me.

Okay, now back to the real basis for effective organization. Being organized is being in control. A few words but a powerful statement. It means you are in control of how you handle paper, email, the phone, your time, and all the other tasks and responsibilities that make up your work day.

It means knowing the status of every aspect of what is happening in your job at all times. It also means arranging your time and workload to meet your goals. Yes, goals. A very important part of being organized.

If you don’t have goals, how do you know where you are going. You don’t. You end up wherever. It is not my purpose to get into goal setting here. That is an issue that I talk about often and have written articles on, and I will help you with the process. But it is important to mention here as it is a facet of how to control what takes place in your life every day.

To be in control is to be proactive as opposed to being reactive. A proactive person takes responsibility for their own lives. They are in control of how they use their time, and how and when they perform certain tasks.

They make things happen rather than letting things happen to them. Responsibility is made up of two words, response and ability. A proactive person uses their ability to choose their response to any given situation.

A reactive person empowers others or circumstances to control them. They are victims of constant interruptions, are more prone to being controlled by crises and the unexpected events of the day that invariably come up.

Reactive people are controlled by what others think, how they are treated by others, and even the weather.

There are many events and circumstances that can and will present themselves in each work day that can eat up your time. It is how you respond to these events that means the difference between being effective and productive or not.

That is a powerful statement. It makes all the difference between being proactive or reactive.

Each of us has the choice of deciding how to handle the day to day events. What if you are focused on a task and the phone rings. Are you going to answer it and interrupt yourself or are you going to let it go to voicemail until you have completed the task you are working on. Which is more important, the task or the phone. You decide.

Someone walks into your office while you are focused on a project, and you know they just want to chit chat. Are you going to let them waste your precious time or will you tell them that you are involved in an important project, can you get back to them later. You decide.

Besides being proactive, this is also known as self-management. Each of us has the choice of deciding how to handle the day to day events.

What are your priorities for today?

How are you going to spend your time.?

Do you have a place for each piece of paper that crosses your desk or does it pile up because you don’t know what to do with it?

Preplanning for what you want to accomplish today, this week, this month, and writing it down is a good goal setting process. It makes you aware of where you are now, where you want to go, and your plan for how you are going to get there.

This is being proactive and taking control of your job responsibilities. Some of you may be able to set aside specific times for specific tasks. For others, the times and tasks may change every day.

Don’t become discouraged if your plans don’t work out the way you want every day. This is not a perfect world. Unexpected events can and most likely will appear that can eat up your time. But if you are in control, it will usually not disrupt your entire day.

Decide how and when you will handle the unexpected event. Is it more important than what you are doing now or can it wait until later. Are you going to address it proactively or react to the circumstance without considering its level of importance.

The commanders I worked with had goals, focused on the important tasks by being aware of their priorities and were in control of how they spent their time each day. You can do the same.

By reading the articles on my web site, subscribing to BoomerBizTips, and actively using the special reports, seminars, and workshops I offer, you can improve your organizing skills.

Whether it is how to stay focused, handling tons of email, keeping on top of projects, getting rid of those piles of papers, or having a simple, easy filing system, you can now understand that these are all proactive activities.

They all contribute to better organization. Practicing these processes will give you control over your work flow.

Remember, as I said in the beginning, organization is a learned skill. But oh, what a difference it can make in your life!

Will You Take The Challenge?

I was just thinking today about my days as a "professional" Girl Scout.  One of the first jobs I had after leaving the Navy was as the membership specialist and adult development manager for our local Girl Scout Council.  I loved that job for so many reasons, one of which is because I was often invited to speak at area high schools.  The council was a member of the Chamber of Commerce and Chamber volunteers were asked to give talks each year to high school students, encouraging them to become Arkansas Scholars.

I loved being part of this opportunity.  I would walk into a classroom full of bright and curious minds.  And we would talk.  We would talk about success.  We would talk about their hopes, their dreams, and what they wanted to do with their lives.  And then I would outline the benefits of becoming an Arkansas Scholar.  "Who wants to take this challenge?", I would ask.  And I would get a chorus of I do's and me too's.  Then I would list the requirements.  And then I would ask, "Now, who still wants to do this."  And although I would get another round of "I do, I do", it wasn't quite as enthusiastic as the first time.

Except for one or two students in the room.  You could tell just by looking at them that they had already decided they were going to accomplish this.  Most of the class wanted the benefits of success.  Not all of them had enough desire to take the necessary action.
As I sat remembering those days, it came to me that many of my clients are in the same boat.  They want success.  But they aren't quite willing to take the necessary action.

You have to get up and move if you want to achieve anything.  You have to go for what you want.

All the hopes and dreams in the world are meaningless without action to help you achieve them.  YOU HAVE TO ACT.

I have said it a dozen times, but I will quote Carrie Wilkerson one more time: "In order to reach your goals, you have to take MASSIVE ACTION to COMPLETION."

It's time to take that next step towards success.  It's time to move your business to the next level.  Focus.  Concentrate.  Bring all your skills and knowledge and confidence together and reach for the next step.  Decide now to go for what you want from your business.

Today!  Right now!

Take the challenge.  You won't believe what you can achieve.

Build Your Network - Build Your Business

First, let me clarify one point. Networking is NOT going to every event in town and handing out your business card to 100 people whose name you won't remember 10 minutes from now. Nor is it joining every online networking site and blasting all of your friends with SPAM. Networking is all about building relationships. Anyone who can understand that concept can network their way to more business.

To get started, you have to create a network. Start by making a list of all the people you know. You'll be surprised at how many there are! This is your immediate circle of influence. If you maintain regular contact with some of the people on your list, great! Keep it up! For those you haven't had much contact with in a while, it's time to renew that connection. Send an email or give them a call. Invite them for coffee or lunch or just to chat. The idea here is to re-establish the connection between you, so do not spend your first get-together listing all that you have been doing and how they can help you. You want to find out what's been going on in their life. Let them do the talking. You'll make a much better impression that way.

Once you have rebuilt your initial network, be sure to check in with these people regularly. Whether it's a quick email or phone call, a note to say thanks for some small favor, - even a gift - make sure you keep in touch. If you find yourself in need - your network will already be in place.

Now that you have your initial network established you want to continue to expand it. There are many ways to do that. Get involved - in your church, your children's school, with community groups. Join any professional associations related to your field. When you go to parties, mingle and chat.

You can also network online. The internet has spawned a wide variety of social networking sites, each one offering access to literally millions of people. My personal favorites are Twitter, LinkedIn, and Pinterest. Each is a little different but all three offer easy and fun ways to connect and share with others.  There are tons of other sites as well - Facebook, MySpace, GooglePlus+, and CafeMom are just a few. Each one is a little different but all give you the chance to expose yourself and your business to more people.

How do you build relationships through networking?  Follow these steps:

1.  Show interest in others.  Ask open-ended questions in networking conversations to get discussions started. This means questions that ask who, what, where, when, and how as opposed to those that can be answered with a simple yes or no.

2.  Share what you know.  When you become known as an expert and one who is willing to share that knowledge, people will turn to you for information and they will tell others about you.  This keeps you visible to them.

3.  Follow through quickly and efficiently on referrals. When people give you referrals, your actions are a reflection on them. Respect and honor that and your referrals will grow.

4.  Don't join groups or social networking sites solely to get referrals/followers.  If you do not have an genuine interest in the group or it's members, you will find it difficult to establish relationships with others. 

5.  Keep in touch. Do favors for your contacts whenever possible. Be genuinely grateful for any assistance they provide and be sure to acknowledge it with a card, a call, or even a gift.

6.  Make sure your contacts know what you do for a living - and make sure you understand their businesses. Otherwise, how will you send each other referrals?

7.  Participate - whether in person or by posting on the online networks. As I said when I started this post, it's all about building trust and relationships. Do that and the rest will fall into place.

Building Customer Loyalty

I love my car salesperson.  I know that is an odd thing to hear someone say, but it's true.  I have lived in NWA for 19 years.  In that time, we have purchased several new vehicles - and all but one were purchased from the same person.  Not necessarily the same dealership - but always the same person.  We are such loyal customers of hers, we follow her to whichever dealership she is working for at the time.

Imagine how much easier it would be to build your business if you already had an band of loyal customers.  It takes much less effort and cost to keep loyal customers than it does to gain new ones.  They are less susceptible to offers from your competitors.  They are normally less likely to let price be an issue in their decisions - as long as you don't get too outrageous.  And they can provide some of your best marketing efforts.  Nothing beats personal recommendations from loyal customers. Wouldn't you love to instill that kind of loyalty in your own business?  Well, you can.  Here's how.

1.  Know your customers.  One reason I follow Jeri wherever she goes is because she knows me.  She knows exactly what type of vehicle I like - and also what type I need.  So when I call her to tell her I am in the market for something new, she only shows me makes and models that meet my needs.  Since she knows I my time is precious to me, she normally has several selections lined up and ready for me to look at and test drive when I get there.  Because she knows me so well, I can usually complete the entire transaction in record time and without all the annoying sales tactics that drive me crazy.  Why would I go anywhere else?

Your products or services are meaningful to your customers only if they fulfill a need.  Show your value from their perspective.  Jeri doesn't sell me cars anymore.  She sells me convenience.  She sells me time and efficiency.  Because that's what I'm really in the market for.    

 2.  Provide over-the-top customer service.  I recently purchased a new Jeep - from Jeri, of course.  I wanted some accessories added so after finishing the paperwork, I left it with the service department, intending to pick it up the next day - Friday.  Unfortunately, things got a bit hectic and I wasn't able to make it.  I called the service department to let them know.  Shortly after, I received a phone call from Jeri.  She had stopped by the service department to make sure that everything was ready for m.  When they told her I was not coming in that day, she quickly called and offered to bring it to me - an hour drive - so I would have it for the weekend.  We had already completed all of the paperwork so she knew she had the sale and yet she was willing to give up 2 hours of her time so I could have my car.  Did that make an impression?  Yes!

3.  Communicate freely.  When there is a problem, don't hide it.  Be upfront with your customers and let them know.  If you are going to be late, let them know.  If things are not going according to plan, let them know.  Customers will usually allow for unexpected mishaps, provided you keep them informed. 

4.  First and last impressions are invaluable.  When I sang with the NWA Symphony Chorus, the director told us to make sure we always started perfectly and finished with a bang.  He said the audience would remember the beginning and the end of our performance more than anything that happened in between.  The same is true of any customer transaction.  Customers will remember their first impression and the final minutes more vividly than anything else.  The DFW Hilton Executive Conference Center has mastered this concept.  As soon as you step up to the entrance you are quickly greeted, the doors are opened for you (even if you are empty handed), and you are welcomed to the property.  The customer service throughout the hotel is impeccable, but it starts right at the front door, which just sets the tone for the rest of the stay.  And when I leave, the last thing I hear is a thank you, as the doors are once again held for me, and an invitation to return when I am in the area again.  And I will.

5.  Reward your loyal customers.  It doesn't have to be expensive.  Just show that you appreciate them.  I love shopping at Sephora.  I get free samples with every purchase.  My daughter and I were at Starbucks in Dallas yesterday where she picked up an code for a free Golf app for her husband's iPhone with her coffee.  Jeri always gives me a free oil change with my vehicle purchase.  My insurance agent never fails to send me a birthday card.  Customer rewards can be as simple as a follow up service call, a discount for future purchases, a free product, or just a small token of your appreciation for their business.

6.  Be consistent and credible.  You have to be both.  Consistency is worthless if you consistently fail to measure up to expectations!  Do what you say you will do.  If you set an appointment, be there on time.  If you say you will call back, do so.  If you guarantee your product or service, honor that guarantee.  If you say your hours are 8:00 to 5:00, then make sure someone is available to help your customers from 8:00 - 5:00, not 8:15 - 4:30.  And do these things all the time - not just on your good days.  I used to have a hairdresser.  Some days I would go in and I would be treated like a queen.  Scalp massage, hot towels, scented oil - the works.  While she was doing my hair, she would stop frequently to make sure I was happy with what she was doing.  Other days, if she was in a hurry, or maybe had a bad day, it was a shampoo and haircut without a word until she was finished.  I would have been fine without all of the other amenities.  I just hated not knowing what to expect.  I never recommended her to anyone else for the same reason - I wasn't sure what level of service they would get.  And I wasn't sure that if she had a REALLY bad day, it wouldn't show up in my hair!  Needless to say, I soon found someone else.

7.  Be loyal to your customers.  You get what you give.  If you want loyalty, you have to give it. Make sure your customers know you are there for them if they need you.  Like Jeri delivering my car, or my lawn care man who is coming on Easter Sunday (his suggestion not my request) because he knows I have been out of town, and that my yard is already resembling a jungle, sometimes loyalty takes a little sacrifice.  But the rewards are amazing!

 



   

Expect Success

What do you suppose would happen to your business if you started each day expecting to suceed?  How would that attitude affect your actions and decisions?  What might you do if you had no thought of failue?  Imagine it - expect success and it just happens!

Unfortunately most of us tend to carry all of our doubts and fear of failure into our business.  No matter how sure we are of something, in the back of our minds is that little voice - the one that keeps saying, "What if I'm wrong?" 

I have stated repeatedly in this blog that what you focus on grows.  And it is equally true here.  Focus on failure and that's what you'll get.  Expect success and it will happen. 

There are several things you can do to help keep yourself focused on success. 

1.  Surround yourself with positive people.  Get rid of the naysayers.  No one wants to be around negative people.  Why would you?  The people you associate with and share ideas with have a major influence on how you choose to act.  Positive people - positive actions.  Negative people - inaction, doubt, failure.

2.  Think positive.  Make it a habit to repeat some positive affirmations each day.  If you tell yourself you are successful enough times, eventually you will believe it.  And once you believe yuo are successful, you will start to act like a successful person.  And once that happens, the sky is the limit!

3.  Take small steps.  We all know the old joke "How do you eat an elephant?"  The answer, of course, is one bite at a time.  Approach your business the same way.  Take small steps and celebrate your success as you accomplish each one. 

4.  Learn from your mistakes.  We all make mistakes.  Accept them as the learning experience they are and move on.

5.  Be persistent.  With enough determination and persistence, you can achieve almost anything.

6.  Greet each day with excitement and enthusiasm.  Expect success!

A Box of TNT

I received a gift in the mail today.  I had been talking to a friend and client recently and mentioned to her that I was having trouble staying focused lately.  There was so much going on in my life right now that it was difficult to know where to start and so I very often found myself putting things off until tomorrow.  Only tomorrow never seemed to come.  Her gift was a reminder that I needed to get back on track. 

I am grateful for my friend.  She knows how important it is to stay focused on our goals.  It's so easy to lose our way at times.  Something happens - a business setback, a family matter, a change of circumstances, an illness or injury - and suddenly our attention is diverted away from our objective. 

So, now that I have been reminded of the need to refocus on my goals, what am I going to do?  Well, thanks to Linda, I've gotten back onboard and recommitted myself to achieving them.

Unfortunately, not everyone has a Linda to give them a good, swift, kick when they need it.  So I decided I would be "Linda" for anyone who is struggling to regain their footing.  It's time to step up and recommit yourself to achieving your goals.  This is, after all, what separates winners from losers.  Many times, the only difference between the two is that the winner simply refused to give up.

What do you need to refocus on?  Your business?  Your family?  Your health?  Remember why you set this goal.  A better life for your family, more time for your spouse and children, a healthier life?  Think about the end results, of how your life will be different once you reach your goals.  Don't worry about the fact that you got sidetracked.  It happens to all of us.  Focus on success.  Remember - you become what you think about. 

It's a new day.  Let's make it count!

Oh, and what was this wonderful gift from my friend?  A box of TNT - Today Not Tomorrow.  Cute idea, Linda.  I don't know where you came up with it, but I will be sure to pass it on! 



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