If you haven’t revisited this question for a while, plan time and consider your answer. “Client focus” starts with learning about your prospects before they reach your door. The more you know, the faster you will build trust and relationships.
Start by envisioning an ideal client. Is there a particular age range? Gender? How about a common occupation or circumstance? What is it that interests you about this type of person? Do you have an experience in common? Be as specific as possible. You might even find a picture of someone and use it to help you describe your ideal client.
OK, you’re just getting started. Now- put yourself in your ideal client’s shoes. (appropriate heel height, of course) Think about her situation- what are her problems, challenges and goals? What’s on her mind? What are her priorities? Does she want more of something- or perhaps less of something? What keeps her up at night and what would reassure her?
If you’re drawing a blank- do some market research. Talk to current clients if they fit your target client profile. If not- then try and find a connection, perhaps someone will introduce you to your target market in the context of a survey or information interview. Be clear that you’re doing market research- you’re just looking for facts. If you start building a relationship during the process, that’s icing on the cake. If you don’t have anyone to talk with directly, then attend group meetings, read publications, and so on.
Did you write your answers down? Pull out a sheet of paper and take the profile to the page. Take this as a challenge and learn as much as you can about the people you want to work with. Next time we’ll talk about why they want to work with you!
