IDENTIFYING IDEAL CLIENTS CRUCIAL TO BUSINESS SUCCESS

Reviewing your day’s schedule you see that Mary Jones will be coming in at 2:00 this afternoon. You give a heavy sigh; working with Mary robs you of your energy and leaves you mentally exhausted after each of her weekly sessions. You take a moment to fantasize what life would be like without her as a client and smile inwardly. “Oh well, it’s a nice thought,” you tell yourself. “The fact is I still have to pay the office rent and at least she pays her bill promptly!”

Wouldn’t it be great to have your business full of ideal clients with whom you can hardly believe you get paid to work with? Michael Port, business coach and author of Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling (Wiley 2006), believes it is completely possible when you identify who you want to work with and determine with absolute certainty that you will settle for nothing less. “Once you do that it’s just a matter of knowing which of your existing clients qualify and how to acquire more just like them,” claims Port.

Where to begin? “Decide what types of clients you don’t want and consider which characteristics or behaviors you refuse to tolerate,” advises Port. “What turns you off or shuts you down? If you’re feeling empty and drained, or frustrated and dreading the interaction with the client, you’re giving that client far less than your best, and it’s both of you who are suffering for it.”

Next, define your ideal client. What type of people do you love being around? What do they like to do? What do they talk about? Who do they associate with? What ethical standards do they follow? How do they learn? How do they contribute to society? Are they smiling, outgoing, creative? What kind of environment do you want to create in your life? “By answering these questions and knowing who your ideal clients are, you will accomplish greater results and experience incredible joy and fulfillment in your business,” said Port. “Releasing those less than ideal clients is one of the best and smartest business and life decisions you can make. It’s crucial to your success and your happiness. Prune your client list regularly and before you know it you’ll be booked solid with clients you love working with.”

About the Author
Michael is the founder of Michael Port & Associates LLC, a meaningful marketing and sales training firm for professional services providers and small business owners. He has lectured, trained, and provided coaching services to over 20,000 business owners. Michael’s first career was that of a professional actor and he starred in TV and film projects like Sex and the City, Third Watch, Law & Order, All My Children, and many more.


BOOK YOURSELF SOLID:
The Fastest, Easiest, and Most Reliable System for
Getting More Clients Than You Can Handle Even if You Hate
Marketing and Selling
By Michael Port
Wiley; May 2006
$24.95; 0471783935; Cloth