First off- congrats! You got the skills you need. You built a fantastic website and start offering your services. You even gave up your nine-to-five job to pursue your lifelong dream of becoming a freelance professional. You’ve worked hard to get to where you are today, and you are on the verge of an exciting and rewarding journey to success. You can decide exactly what kind of professional you want to be and work with the clients you want. But how do you decide who your sweet spot client is?
Stop trying to target everyone
Not everyone needs what you offer. Therefore, trying to attract everyone is a waste of effort and dollars. Now, we know what you’re thinking: “But, I don’t want to exclude anybody. Won’t I lose business if I narrow it down?” The answer is no. If a client is not in your sweet spot, they’re probably more trouble than they’re worth. Besides, do you really want to attract those penny pinchers, the chronically late, and the rude? Not only are they a waste of time, but they could also potentially ruin your image.
The 80/20 rule
Did you know that about 80 percent of your profits come from only 20 percent of your clients? If we have to believe Perry Marshall, author of the book “80/20 Sales & Marketing”, we should “paddle away from the 80 percent of your clients who cause problems, and focus on the 20 percent who buy the most from you”. Aka, your sweet spot clients. Sweet spot clients are clients who love your services, who buy additional products or services from you, who re-book you, and who recommend you to their friends and family.
Start targeting your sweet spot client
Finding your sweet spot client means getting to know them, starting with the basics. What’s your sweet spot clients’ age? Is (s)he a man or a woman? What services do they usually get? And how much are they willing to pay for the services? Once you’ve got this written down, you can start thinking of ways to connect with them. Social media is great to connect with millennials or those who are a bit more tech savvy. But an older crowd will be more active in physical locations, such as the local spa. Start thinking about what the life of your sweet spot client looks like, and ideas about how to connect with them will follow.
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