Archive for the ‘Getting Clients’ Category

Um, Hello?! Do You LIKE Being Devalued?

Telling people you cost less and that they’ll save money by hiring you is basically TELLING them to devalue you.

It’s a cattle-call to all the worst kinds of clients out there (you know, the cheapskates who want everything for nothing and think nothing you do is good enough).

You might think this is the sexy message it takes to attract attention, but what it gets you is the wrong attention from the wrong kind of clients.

All this talk about saving and lower costs and being affordable and cheaper than an employee, etc., puts people in poverty/scarcity mindset.

But you need for clients to stop clutching the purse strings in order to invest in you and themselves.

So, you’re defeating your purpose by making your marketing message all about the money.

Stop doing that.

Something worth having is worth paying well for. (And clients who pay well are worth having, believe you me. You want that for yourself, don’t you?)

Stop talking about the money, and start talking about all that clients gain from working with you.

My Challenge to You

Start a list of all the ways your clients’ circumstances are improved by working with you, all that they gain, how they benefit.

DO NOT list anything having to do with money or saving it in any way.

The resulting list (which you can keep adding to throughout the life of your business) is what your marketing message should be all about.

(Keep this list in a tool like Workflowy so you can add to it on the fly quickly and easily.)

Better Yet, How Important Is It to YOU?

What Is Important to YOU?

A new colleague posed this question to would-be clients on another forum:

“On a scale of 1-10, one being low and ten being high, how important is it to you to connect on a personal level with your administrative support partner?”

What I want to know is how important is it to YOU to have a personal connection with your clients?

Once you know what kind of clients YOU want, you can focus on attracting the kind of clients who are ideal for you.

A few years ago a colleague came to me seeking help out of a desperate situation in her administrative support business.

She had inherited her business from someone who used others to do the work. So, the clients she also inherited had no personal knowledge or connection with the person(s) who did the work. They just barked orders and expected it to be done.

The problem with that is she came to resent being treated like a robot, like a human vending machine.

Because there was no personal, human connection, these clients treated her poorly, spoke to her disrespectfully, and on top of that, expected everything instantly, and, of course, wanted to pay little or nothing for it.

And there were virtually never any thank-yous or words or gestures of appreciation. That’s what happens when you have an impersonal, transactional relationship with clients: you get treated like a commodity, a human vending machine.

She also didn’t have a business website — and didn’t think she needed one since her practice was already full and she was having difficulty dealing with her current clients as it was.

I explained to her that without a website, she was missing out on the opportunity to humanize her business and fix the very problem she was having.

A website would allow her to put her face and personality on the brand, pre-educate potential clients about how her business works and the kind of clients with whom she was looking to work — thereby presetting expectations and organically prequalifying more ideal client candidates.

You can do the same.

Figure out who would make you most happy working with and gear everything on your website to speak to those types of clients and educate them about who is a fit for you.

This makes for a much happier, more fulfilling business.

You may have to kiss a few frogs before you perfect your client-qualifying criteria. Just don’t think that you have to accept any and every client who comes your way, or that you have to live and die by what clients (think) they want.

YOU get to decide what you want your business to look like and how you want to work with clients and what kind of clients you want to work with. Everything else will fall into place from there.

When you build your business to suit your needs and requisites first, the right clients will follow. You’ll get more ideal clients, and your business will be much more profitable and gratifying.

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How about you? Do you have a business website or are you trying to get by with just a LinkedIn or Facebook account? How much of a personal connection do you prefer with your clients? Have you ever had clients who didn’t treat you like a person?

You Are NOT a Remote Worker

I find it annoying when articles written about people in the administrative support business refer to them as “remote workers.”

People who are running businesses are not “remote workers.”

“Remote worker” is a term of employment meaning “telecommuter” (i.e., an employee who works from home).

Attorneys are not remote workers. Accountants are not remote workers. Web designers are not remote workers. Bookkeepers are not remote workers. Coaches are not remote workers. And neither are people who provide administrative support as a business remote workers.

These are professionals who are in business providing a service and expertise.

This stuff is so important to your mindset in business because how you think of yourself, how you understand your role, directly affects how potential clients see and understand your business as well, and it affects how your relationship rolls out from there.

Discussions like this are good reminders to always keep in mind that how you think about yourself and the service you’re in business to provide and the words and terms you use impacts how you portray your business and how would-be clients see it, and the kind of clients you attract.

If you don’t want clients who treat you like their employee, you need to portray your service in a more business-like (not employee-like) manner.

That includes not using employment terminology in any way — including the word “assistant” or “remote worker.”

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How about you? Did you realize that “remote worker” is a term of employment? Is there content on your website that can be improved so clients are better informed about the nature of your
business-to-business relationship?

Competitive Advantage Isn’t About the Competition

Competitive Advantage Isn't About the Competition

You all are smart enough to understand that “competitive advantage” has nothing to do with your colleagues, right?

“Competitive advantage” is about emphasizing those unique traits, attributes, experiences, perspectives and strengths that help your ideal clients connect with you.

It’s what helps bring your educational marketing message to life and stand out from the sea of rote, repetitive scripts that everyone else parrots.

It’s about illuminating your uniqueness, giving your right clients a reason to choose you, making it easier for them to recognize your special, extra sparkle and discern that you’re the right fit for them.

It’s not a competition with your colleagues.

It’s a communication that happens between you and your potential clients.

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Have you thought about or identified your unique and extra attributes that clients enjoy when they work with you? Is this something you struggle with? Let me know your thoughts or questions in the comments. Maybe we can help. 🙂

Your Consultation Will Make You or Break You

Your Consultation Will Make You or Break You

Without a proper consultation process in place, you’re going to lose more clients than you get.

A proper consultation process is one of the ways you demonstrate your competence and professionalism to clients.

When everyone else is lamely giving 15-30 minute consults, a thorough consultation system turns you into a standout and gives you competitive advantage over everyone else.

Plus, if you want more monthly retained clients (where you get paid a higher fee for your ongoing monthly support), you simply must have a much longer, deeper conversation; 15-30 minutes just doesn’t cut it.

A good consultation system helps you set the proper tone for the business relationship moving forward so that clients take you and your business seriously and understand that they’re dealing with a business, not an employee.

It’s also going to instill greater trust and confidence in them by virtue of seeing that you conduct things in a proper business manner. It shows them that you know exactly how to expertly glean from them the info you need to determine how to best help them and where to start. This reassures them that they are dealing with a competent business professional who is going to handle the relationship and work you do for them just as professionally.

A thorough consultation helps you better identify how you can help each potential client and helps you get more of your ideal clients.

So, if you don’t have a consultation system in place, if you’re not sure of yourself when it comes to conducting consultations, if you’ve been lacking confidence and want to walk potential clients more assertively through that initial conversation, be sure to check out my client consultation guide:

Breaking the Ice: Your Complete Step-by-Step System for Confidently Leading the Consultation Conversation and Turning Prospects into Well-Paying Monthly Clients Who Can’t Wait to Work with You.

This is my own proprietary system I’ve developed and honed over 20 years in this business.

In this guide, I’ve packaged my entire step-by-step process for you in an encouraging, easy to follow plan that tells you exactly how to structure the entire process — before, during and after.

My success rate with this system has been out of every 10 clients who go through my consultation process, I have my pick of 8-9 of them wanting to work with me.

And colleagues who have followed my process often tell me how impressed their prospective clients were and how it made all the difference in those clients choosing to work with them.

Knowing how to do something is half the battle. This guide will help increase your confidence ten-fold and take all those nervous jitters that come with not really knowing how to proceed with this all-important conversation.

Dear Danielle: What Are Your Thoughts About this Deadbeat Client?

Dear Danielle:

I recently experienced every startup business owner’s nightmare. One of my clients (a fast talker) was extremely upset because I had to resort to threats of involving my business attorney. It is absolutely outlined and spelled out in all of my contracts. He went off on me, tried to avoid payment, but I did not back down. He refused and did not pay the late fees that are also outlined in my contract as well, then had the audacity to tell me, “I’ve been in business for 35 years and never seen such aggressive payment policies.” I reminded him how I bent all my rules for him from the start in order to accommodate his needs, drastically lowered my pay, and okayed him to pay upon invoice vs. upfront for projects. After he found that I was not going to back down and accept the loss, the funds miraculously appeared in my account. However, he did not pay the late fees he had incurred. He is someone I will always run into as we are associated with the same Chamber. Not only did he insult me countless times, but he left some very rude messages. I stayed calm the entire time and continually reminded him of the contract we had gone over together and signed, and how with any business, his included, no one will render services without payment. My attorney advised me to take the loss for the fees because he eventually paid and to let it go, especially considering how low the amount was from start. Needless to say, after a long disturbing message from client, he says, “We will no longer do business. Don’t call us anymore.” I laughed thinking, he can’t be serious? Surely, he couldn’t have thought there would be any more services after that. Ultimately, I thought about it; he knew I had just begun. What he didn’t know is that I have many years of experience behind me. Just because a business is up and coming, that doesn’t mean you’re illiterate as to how business should flow. I am now considering that he may taint my good name with lies to cover what he has done. What are your thoughts? —Chaunte’

I’m guessing while you are justifiably upset, you may also be feeling a bit beat up and second-guessing yourself, wondering if you were out-of-line in any way.

I don’t know the backstory here so I’m not entirely sure what happened, but if you did work he engaged you to do, you are certainly entitled to be paid.

That said, I call these first clients (the ones we take on when we’re new and not entirely sure what we’re doing just yet) “practice” clients.

We learn a lot from these initial clients, particularly what we don’t want in our businesses, who we want to avoid working with in the future (i.e., un-ideal clients), and what red flags to look for and be conscious of going forward.

We also have to cut ourselves a little slack when we’re new, forgive our missteps and possible clumsiness.

The good news is that we can learn from these experiences, gain clarity about how to do things differently next time, tweak and adjust our processes and infrastructure accordingly, and improve our finesse.

Since you asked for thoughts, I’ll share a few in no particular order in the hope that you find some useful ideas…

  1. The first thing I keyed in on was your characterization of this client as being “a fast talker.” This seems like the first red flag to appear that you recognized, and yet you took him on anyway. It would be worthwhile to do a bit of soul-searching and ask yourself why? If it was clear to you that this client was a bit of a “Slick Willy,” what made you ignore that red flag and not trust your first instincts? Will you ignore your intuition the next time this kind of client approaches you? Is this the kind of client you really want to be working with? If not, what will you do differently next time?
  2. The other related thing that stood out was your mention of how you bent over backwards for this client, gave him discounts and breaks you normally wouldn’t, and stepped over your own policies and self-interests. Why? Because no good ever comes from this; all it does is teach clients how to treat us poorly and take us for granted. So it would be good to ponder and examine what might be going on here. What I see that often happens is when we are new (and I had a very similar problem when I was new in business myself), and we don’t yet have a firm frame of reference of our value, we tend to overcompensate. We don’t think what we offer is enough; we think we need to “prove” ourselves. In fact, this is the worst thing we can indulge in when we’re new because the worst kind of clients smell that neediness and desperation like blood in the water. A lot of this clears up as we gain experience in business and working with clients. But often a person can go out of business before they can gain the insights, professional self-esteem and confidence to overcome these debilitating tendencies. This is why I always tell people that they can’t afford to work with crappy clients, not for any amount of money — they’re business killers. They can destroy a person’s morale and confidence in the blink of an eye.
  3. This does not sound like a joyful experience whatsoever. If you have clients you have to threaten with attorneys and legal action, there is something very wrong. Sure, you might be in the right, but do you really want a life and business working with people who are not honorable, that you can’t trust, who disrespect you with nonpayment? I’m guessing not. So, one important step to avoid this in your business moving forward is to start two lists: one for all the traits and characteristics of your ideal client and one for all the traits and characteristics of your UN-ideal client. Continue to add to these lists with every new client experience throughout the life of your business. It will be a constant work in progress; the point is that it is one of the very best exercises in getting clear about who you do and don’t want as clients so that you heed red flags and trust your gut in the future. As you consult with new clients, keep those lists handy. They’ll remind you whenever you’re tempted to step over your own standards about who you do and don’t want to work with (and more importantly, why).
  4. Yes, it’s good to have proper contracts with legal language that spells out what the recourse and late fees will be if a client doesn’t pay. At the same time, this should always be a very last resort for the very worst case scenarios. The best course is to avoid working with crappy clients in the first place. The better, more productive, focus is not to underscore every legal point to hammer clients over the head with them, but to improve the ways in which you get clients and how they are educated all along the way. This is why we have a website and steer clients there first so it can pre-educate them and set the proper context. It’s why we have a specific consultation process to further instill proper mindsets and education, as well as determine fit, before we take on clients. It’s why we need to get clear about the business we intend to be in (e.g., do you want to be in the project business where everything is a transaction, or in the business of ongoing administrative support where there is a more personal relationship and where you can charge an upfront retainer?). It’s why we are discerning about the clients we take on and go through specific, intentional steps in onboarding new clients (e.g., having a Client Guide and conducting a new client orientation with new administrative support clients). It’s why we get clear about our own standards, values and goals and what is important to us in our businesses — so that we can establish the policies, procedures and protocols that support them.
  5. I agree with your attorney. Even though you may be entitled to them, forget about the late fees. It sounds like you got the principle amount. This client is not worth allowing him to suck any more of your precious attention. To continue to let it take up space in your mind is giving energy to the wrong thing, to your detriment. For your own sake, forget about this client and move on.
  6. Deadbeat clients can happen to the best of us, particularly when we’re new. At the same time, clients often don’t pay because they aren’t happy with something. Did he give any reasons for why he wasn’t paying? Did you ask him? A lot of times some honest dialogue and meaningful probing can unearth what the real problem is. Barring a client just being a jerk and thinking he can take advantage (which it sounds like this client was), it’s very useful to us to forget about being in the right and make a sincere attempt to see things from the other person’s perspective when an issue crops up (which it can even in the best client relationships). The insight and feedback we can gain is like gold to our businesses — as long as we make good use of it.  So don’t shy away from direct, honest, respectful dialogue with clients. Don’t be afraid to ask — and hear — what could I do differently? What would make this better for you? You can use it to figure out where your blindspots might be and improve your systems and processes (for them and for you).
  7. One way to avoid deadbeat or otherwise un-ideal clients is to have a website. I noticed you don’t have one yet. While I get that people often want to take on clients before they have a website in place to start making money right away (and there is no shortage of morons out there telling people they don’t need a website to start their business), I would argue that this is a mistake. It is not to your benefit in any way for you to be doing business without a website. In so many ways, your website IS the business. Your website isn’t just a way to market what you have to offer. Its other value to you is that it provides a tool with which you can properly educate clients and set and manage their expectations and mindsets before you ever start working together. This is what will get you more consults with more (and better) clients.  To take on clients without the benefit of a website where you can send them to get informed about how things work in your business, what business you are actually in, who you are looking to work with (and who you’re not), etc., is like charging into battle without a gun. Your website can help you prequalify and attract more of your ideal clients, educate them in the way you need them to be so they enter the relationship with the right expectations and mindsets and understandings (and respect!), and weed out those who are not a good fit for you so your time is not wasted.
  8. It’s important to note that this was a project client, not a retained client where you were providing an ongoing relationship of administrative support. These are two completely different business models. It’s worth getting clear and intentional about which kind of business you want to have because the kind of clients you get, the way you work together, how you get them, how you make your money, and the processes you go through with each are very, very different from each other.
  9. Another way to get more intentional about the business you consciously choose to be in and the kind of clients you want to work with is to choose a target market. A target market is simply a field/industry/profession that you cater your administrative support to (like attorneys or financial advisors or coaches or speakers, etc., etc.). The benefit is that when you know specifically who you’re focusing on, you can get clear (more quickly and easily) about how to craft your solutions, how to market them, and where to find and get clients more quickly and easily. When you have a target market, you don’t have to take on projects with any ol’ client for not enough money. It helps you get more of your ideal clients and provide more ideal solutions designed specifically for them (which allows you to command higher fees).
  10. We always get a do-over. Each and every day is a new chance to learn, improve, do differently and grow.

***

What about you? Have you ever found yourself in a similar situation? How did you resolve it and what did you change moving forward?Save

Dear Danielle: What If Our Term Is Not Well-Known in My Country?

Dear Danielle: What If Our Term Is Not Well-Known in My Country?

A new colleague from the U.K (I’ll call her Sue) came to me recently with a few questions and topics, one of which I’ll address today as I think it will be helpful to many people.

Hi Danielle. I came across your ACA website and it’s given me food for thought to go from VA to Administrative Consultant. I really appreciate you taking time out to talk to me. I’m doing research about admin consultancy as I’m not sure how well known it is in the U.K.

Thanks for reaching out, Sue. 🙂

Our conversation has inspired this blog post that I think will help you (and others) greatly.

What you’re really wondering is: If people in my country have not heard of “administrative consulting,” if it’s not well-known, how viable of a business will this be for me?

It’s good to be thinking about how a new business will succeed. The problem is you’re focusing on the term instead of the solution we’re in business to offer.

What you want to ask instead is:

Are there businesses in the U.K.? Do those businesses have administrative work they must stay on top of on a regular basis in order to run smoothly?

There is your answer. 😉

Whether a term or industry name is known in the marketplace or not is not important. I wouldn’t want you to waste your time and energy in that direction as it is irrelevant and plays no part in your ability to get clients, help those clients, and earn well.

It doesn’t matter whether they’ve heard of our industry before or are familiar with the terms we use. (Your term IS important, but for other reasons that have nothing to do with getting clients. You can learn more about that in these blog posts).

The only thing that matters is that you understand them, know what their overarching need/problem is, and have a solution to fill that need and solve that problem: namely, the need for more time in their business, the need to free up mental bandwidth and creative space, and the need for an administrative expert and support partner who can help take care of their administration which in turn will free up their time to grow their business (not to mention just live and enjoy life).

EVERY business needs admin support. It’s the very backbone of every business in the world. There is absolutely no shortage of clients who could use and benefit from our support. Every country has businesses, and every business has administrative work, systems and operations that require tending to throughout the life of the business.

BUT, while every business has administration it must take care of in order to keep organized, running smoothly and moving forward, not every business is the right fit or needs the solution we’re in business to offer.

The key, and the more productive effort, therefore, is to better understand what demographic in the business world has the greatest need for what we do and how we do it (our “solution”) and will in turn place greater value on it and be more willing to pay well for it. THOSE are the businesses that are the best fit for our kind of business.

Generally speaking, big companies have the kind of workloads that inherently require full-time, in-house, dedicated staff, and they have the resources to house and pay for them. They don’t really need us.

If they are even remotely interested in us, their typical motivation is to merely offload isolated, non-core functions as cheaply as possible. They could care less about the personal relationship, which is exactly what allows us to deliver our greatest value and impact. When there isn’t a real need, they don’t place much value on the service. And you can’t afford to be cheap, not if you expect to stay in business, be profitable and earn well.

So it’s important to understand who is the best fit (who has the highest and greatest need) for what we do so that you aren’t wasting your time barking up the wrong trees and making things more difficult for yourself.

An administrative support business works and earns best (and more easily) when there is a direct, personal one-on-one ongoing relationship, what we call a “collaborative partnership,” with each client.

In our business, the demographic that best fits that bill are the solopreneur/boutique/lifestyle businesses.

These are the business owners who are commonly running their businesses from home offices (like us), who like being solo/boutique-size; who need administrative help and support (as every business does), but have no interest in “big business,” having employees or managing people; who ARE their business; who are more interested in a particular quality and unencumbered way of life while earning well.

They’re the perfect fit because we can provide that one-on-one, right-hand personal admin support remotely and without needing to be an employee; the size and model of their business benefits most and works best within this dynamic; and because they need it the most, they place a higher value on it.

Now that you understand which demographic is best suited for our solution and why, the next step is to narrow things down to a specific target market, which is simply an industry/field/profession that you cater your administrative support to.

Why do you need to do this, you probably wonder?

Because your value depends on the business/industry/field/profession you are talking to.

How you speak to one group and craft solutions for them is necessarily different from one group to the next.

By narrowing things down to a specific industry/field/profession, you can more quickly and easily identify what their common needs, interests, goals and challenges are, come up with a compelling marketing message for them, and craft your admin support offerings more meaningfully around those things in a way that more powerfully speaks to and attracts clients.

Plus, you simply can’t work with everybody, any more than you can be all things to all people. To stand out, to be attractive, to be memorable and interesting, you have to get specific.

As Seth Godin says (and I’m fond of quoting): “You can be a meandering generality or a meaningful specific.”

The other benefit for you, of course, in choosing a specific industry/field/profession to cater your admin support to is that you can more quickly and easily pinpoint where to start looking for and interacting with those clients.

None of that requires that they know what you are called or have heard of our industry before, only that you know who they are.

If you haven’t yet, be sure to download my free guide on How to Choose Your Target Market. It elaborates further on this topic and walks you through some exercises to help you narrow things down and decide.

Convo with a Colleague: Finding Clients Starts with This

Convo with a Colleague: Finding Clients Starts with This

A new colleague who was having trouble finding her first client reached out to me the other day.

Many of you coming up have the same questions and challenges so I thought it would be helpful to share our conversation. (I’ll call this colleague “Jane” to protect her anonymity.)

JANE: Do you have any posts on marketing. Specifically article marketing?

ME: Not per se, because it’s really not the most productive effort if you’re doing it in a general way. Writing articles specifically for your target market is more what I talk about. What are you trying to do or looking for with article marketing? If you can elaborate, I may be able to give you some better direction. PS: You can find all my blog categories on the right sidebar of my blog.

JANE: Target market… well I am pretty diverse in my administrative tasks that I don’t really have a target market. I suppose that currently I am a generalized admin. Would love to have a target market, just not sure what that might be right now. I am geared toward graphic design/web building, but… again that can be for anyone. 🙂

ME: Graphic design and web design are different professions/businesses. Are we talking about the administrative support business or the design business (because they aren’t the same thing)? You probably first want to get clear about what business you mean to be in. Until you do that, you’re going to struggle with finding clients. That’s because if you don’t know intentionally/consciously what business you intend to be in, you can’t expect clients to understand what you do either, and there’s no way for them to see or hear you. It also sounds like you haven’t downloaded my free guide on How to Choose Your Target Market. Deciding on a target market is one of the most important first steps in a business.

JANE: (Downloads free target market guide and comes back a little while later.) Well, let me clarify. Those are my interests, but after briefly looking at your guide, it has settled that I would like to work with realtors. Reason being, for one they can afford me. And I can still do the other computer stuff I like: working with websites and designing stuff. However, I have no experience in the field other than I know a realtor who is really successful. Any suggestions on how to break the ice on a field I am not totally familiar with?

ME: That’s great! Doesn’t matter if you have experience with them or not. You can research and learn. In fact, I always tell people, make it your goal to always be learning your chosen target market and what their business is all about and what work is involved in running it almost as if you were going into that business yourself. Because the more you know and understand them, the more you will know what their common needs, goals and challenges are, how you can best support them and how to craft your solutions and offerings geared specifically to their needs and interests.

It also doesn’t matter what your administrative skills are. General is a misnomer. Don’t use that term or terms like boring and mundane and the like in describing what you do. Words like that devalue the very vital and important work we do and in turn makes clients devalue it as well. Administrative skill and sensibility can be applied to any target market. Plus we’re all always growing and improving our skills. So that’s the the angle you want to be looking at things from. The more you learn your target market, the more you’ll know which skills will be need to be applied, honed or acquired. I have blog posts that answer all of your questions. I invite you to explore the blog and settle in for some reading. I think you’ll find it quite illuminating and helpful. Here are a few to start with:

On words to avoid in your marketing, read this category of blog posts:
Don’t Use These Words

On the difference between administrative SUPPORT and project work:
Do You Understand the Difference Between a Project-Based vs. Ongoing Administrative Support Business?

On how to research a target market you have no experience with:
Dear Danielle: How Do I Market to a Target Audience I have No Experience With Yet?

Hope this helps!

JANE: Has anyone told you how AMAZING YOU ARE!!! You are like God-sent. Thanks sooo much. I will be sure to read these.

ME: Aw, thanks. I’m glad to help. 🙂

Here Is How to Stop Spinning Your Wheels in Your Search for Clients

Here Is How to Stop Spinning Your Wheels in Your Search for Clients

So I saw this question fly by in my Google Alerts:

“I am still working on getting my business off the ground and feel like I’m still spinning my wheels. I need to get clients so that I can invest in more learning and certifications and such. I keep researching, but I’m starting to come to the point that I don’t know what I’m looking for anymore. What daily tasks should I be doing every day???”

One of the most common problems in getting clients that I see in our industry is that people jump into business without doing any of the necessary business planning and foundation work that is key to moving forward smoothly and successfully.

They slap up a website (or worse, a mere Facebook page or LinkedIn profile) thinking clients are going to magically rain from the sky.

They then proceed to go about things as if they were looking for a job.

That’s simply not going to get you clients. That’s not how business works.

I mean, sure, if they’re lucky, they might get some nibbles here and there. But generally speaking, they only ever earn spare change from those types of prospects.

Getting clients — real, honest-to-goodness clients willing to pay the kind of real bones you can actually live on — requires more methodical and intentioned approach and set-up.

You simply can’t skip the parts in-between.

If you do, and you happen to hit upon a piece of real business, you aren’t going to be set up with the proper infrastructure to keep that business.

That’s why one of the most important steps in your business planning is deciding on a target market.

(For those who are confused, a target market is simply an industry/field/profession that you cater your administrative support to.)

This question about what they should be doing every day wouldn’t even arise if this person had a specific target market to give direction to her actions and thought processes.

That’s what a target market does: it gives you direction for your message and marketing efforts, and informs all your next steps accordingly.

If someone asks where should they look to find clients, the answer is “Well, where is your target market?”

When you know who your target market is, you can then research where they hang out online and off and go to those places and get active and involved.

If they ask what they should write about, again, you look to the target market.

What are your target market’s common pains, challenges and interests? What problems can you help them solve? What questions do they commonly ask? What can you educate and inform them about related to these things?

When you know who your target market is, you can more easily identify those things and then speak to and write about them.

If you don’t know who you’re writing for, it’s much more difficult to figure out what to write about because your looking at some nameless, faceless void.

Every single question you have in your business can be answered if you first decide on who you intend to cater your administrative support to (i.e., a target market).

Here is a list of how a target market can help you establish your business and get clients more quickly and easily:

  • A target market simplifies and streamlines everything in your business:  operations, marketing, administration, work processes, billing structures, policies… everything!
  • It’s much easier to systemize and manage your business when you cater to a specific clientele.
  • Your expertise in serving that market increases, allowing you to command higher fees, work with fewer clients and make more money.
  • When you know who you’re concentrating on, it’s easier to learn everything you can about a particular market and its common needs, goals and challenges.
  • When you know who you are talking to, you can create a message that will be music to their ears.
  • You’ll be able to tailor your solutions in ways that are more attractive and meaningful.
  • When you have direction, it’s far easier to identify what marketing actions to take and where.
  • It’s easier to find your would-be clients, online and off.
  • With a target market, you can extend your reach beyond the local/in-person market.
  • Instead of trying to be everywhere, talking to everyone (and reaching and resonating with no one), you can focus your efforts on just those places where your target market is found (online and off).
  • In turn, you’ll have far more time and energy for actually working with clients once they start coming through your doors.
  • You’ll get more and better referrals because people find it much easier to send business your way when they know who you specialize in supporting.

If you haven’t yet, be sure to download our free guide on How to Choose Your Target Market

Dear Danielle: What Is the Best Approach to Physically Obtain Quality Clients?

Dear Danielle: What Is the Best Approach to Physically Obtain Quality Clients?

Dear Danielle:

I am very new to the Administrative Consulting business although I have almost 20 years of experience supporting senior-level executives. I agree with you that we are so much more than “virtual assistants” and I would like to attract customers who understand that and value what we bring to the table, if you will. Therefore, my question to you is now that I’ve created a website and all other social media accounts, what is the best approach to physically obtain quality clients? Eventually, I may narrow my target but for now, my target is Small Business Owners. Thank you. —ND

Hi, ND. Welcome and thanks for reaching out. 🙂

Sounds like you’ve got the perfect background and a solid body of experience to offer clients. Wonderful!

Of course, there’s much more to business than simply knowing how to support clients and do the work, as you realize.

Learning how to run, manage and market a business and get actual clients (much less good ones) is a whole other skillset and area of education in and of itself.

This is why your question is more of a training one, rather than something that can be answered in a simple blog post.

It requires a more in-depth, systematic process of learning to understand the components, dynamics, and psychology involved.

To get that kind of knowledge and learning, I will refer you to my step-by-step self-paced training guide I created specifically for that purpose: How to Build a Website that WORKS!

This guide is centered around your website because your website IS the critical link in connecting your marketing and networking to actually getting clients, and not just any clients, but the kind of clients you want to reach: quality clients who understand your value.

This involves pre-educating your site visitors so they are in the right mindset, setting the right expectations, and prequalifying clients to help ensure you are productively spending your time in consultation with your most ideal and likely client candidates.

In the process of going through the steps and exercises, my guide also gives you a crash-course in inbound marketing because the two go hand-in-hand. You can’t set up an effective website and conversion system that gets results unless you understand all the components and mechanics involved.

Another thing I show you how to do in my guide is how to articulate your value and write your marketing message (and I have a clever system that helps you do that, no writing talent required; couldn’t be easier).

This is where having a target market is absolutely vital.

If there are any “secrets” in business and getting clients (and there aren’t), this is it.

And that’s because it’s not so much a “secret” as it is an area of misunderstanding and resistance for so many people.

You mention that right now your target is “small business owners.” But that isn’t a target at all, you see.

“Small business owners” is merely a demographic, and a very vague, general one at that which isn’t going to be helpful to you in any meaningful way whatsoever in creating a compelling marketing message and getting those ideal clients who value what you do.

It’s like saying “people” are your target market. That’s literally anyone and everyone in the world — which is the opposite of a target market (which by definition is a specific market).

A target market is simply an industry/field/profession that you cater your administrative support to. That’s it. However, it’s a vitally important component in getting those quality, ideal clients who understand your value that you wish for.

And this is where people struggle because they resist the idea that they actually expand their attractiveness and opportunities if they narrow their focus to one specific group.

Because here’s the thing: you can’t articulate your value in any truly meaningful, compelling way until you know who it is you are providing that value to. And that requires you to decide what industry/field/profession that will be.

Because it’s all relative.

Your value — what you provide, the solutions you offer, how you deliver those solutions and the results you create — all depends on who your audience (i.e., target market) is: who they are, what their commons interests, needs, challenges and goals are, what work they do in their profession, how their businesses are run, who their clients are, how they get those clients, and so much more.

You have to decide who it is you specifically intend to help in order to identify, understand and articulate your value in a way that speaks to these things as it relates to them. Otherwise, all you’ll ever accomplish (by trying to create a message for anyone and everyone) is being generic and forgettable.

To stand out, to create real meaning, to get focus and direction for your message and your marketing, you need specificity.

That specificity (i.e., deciding on a target market to cater your administrative support to) is what is not only going to get you more ideal clients who value what you do, it’s also going to make your business and marketing easier, you’ll have an easier time charging higher fees and making more money, and you’ll be able to get more clients more quickly and easily.

If you haven’t yet, be sure to download my free guide on How to Choose Your Target Market.

Start there, decide on a target market and then get my marketing/website guide, and you’ll be well on your way to getting those ideal, quality clients who absolutely understand how valuable you can be to them.