Business Advice


Three ways to identify your ideal client in the new normal


In this insightful article, Reshma Jobanputra of Velocity Coaching Services, outlines how you can make it through the coronavirus pandemic by identifying those new clients.


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here is no doubt that the crisis from which we are slowly emerging has been devastating. For the people who were tragically infected by it, and their loved ones. But also, for the vast majority of the five million self-employed people in the UK. It is not only about the lost revenue due to the lockdown, rather, it is the long-term repercussions that are worrying. To cut costs many companies find themselves discontinuing all external personal and professional services. Belt tightening maybe the norm for a long time to come, especially when you consider that the economy shrank by over 20% in the month of April alone. However, it is not all doom and gloom! Where there is a fundamental economic shake up there are also bound to be opportunities. Here are three top tips for identifying new clients.


1) Customer templates I can almost hear the collective groan from here. Do not worry I am not going to give you a new set of templates there are millions already available on the internet. Instead, I believe it would be of greater value to understand their purpose. What they are trying to help you achieve? There are three things: ● To understand your clients’ world by stepping into it, as an observer. Where do they live, how does their day start, are they a snoozer, or are they up before the alarm rings. Is there anybody else in the house? Are they a breakfast person, or do they just rush out the door because they are already so late? Get creative, enjoy the metaphorical walk alongside your client as they go about their day. ● The second is to step into your clients’ shoes and look at their world through their eyes. What do they see, feel, think as they go about their day? ● It is likely that their inner thoughts and feelings are not in sync with their outside world. The very things that outsiders may see as impressive are the very things they hate. Let us take an example of Lucy, 29-years-old, associate solicitor. Talented, intelligent, and ambitious. It is an open secret that she has been tapped to be a future partner. Lives in her own place, works in London,


| 54 | September 2020


to an outsider this may be the epitome of success. But internally Lucy hates it, she feels suffocated and stifled. She hates the world she is part of, and the pretence is taking its toll on her mental health. Going through the process above and trying to understand why Lucy continues to be at a job that she hates, will help you identify her pains and problems and how your services can help her overcome those challenges. Do not forget to test and validate. You can do this by reaching out to ‘Lucys’ both online and offline for a short chat/ interview.


2) The real person


When your avatar is based on a real person. For many people, this method really helps them find their ideal client. Now there are two ways to go about this.


First look back all the clients you have worked with, who are the people you believe you had the most impact on. Where did you add the most value? Who paid you well, and on time? Who did you love working with? Who did you derive the most joy from working with? The second real person is you from the past. Before you found what helped you


get the other side. You are the person you were looking for but could not find when you were in that situation. For example, continuing from above, if Lucy became a career transition specialist her ideal client would be someone who is stuck at a job they hate but can’t find a way out by themselves, just as she was in the past.


find the person you can help This method is based on radical change, find which sectors or industries that interest you. You may never have worked with this sector. Examine your skills set, who within that business are you best positioned to help?


3) Find what interests you, then


This thinking out of the box will help you expand your client base and provide you with new opportunities.


I hope this article has helped you. A last word. Please, do not forget that companies which are household names such as Groupon, Square, Uber, WhatsApp were set up during the last major economic shake-up; the global financial crisis of 2008. This means that while it may seem bleak now just below the surface something incredible is brewing. Make sure that you are part of it.


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