In a recent Opening the Moneyflow class, we were discussing
the balance between working on foundations and systems, and
the need to get clients, like, now. As in 'now' thank you
very much. Now, please? Clients?
The need for cashflow in your business through having
enough clients is profound. Paying the bills, keeping food
on the table, and a roof over your head is no joking matter.
And even when it's not about core survival, it can be
demoralizing when your business isn't operating at
capacity, and you begin to want, to need, more clients.
Piranha or Fortress?
Unfortunately, the way most of us learned to deal with this
situation is in one of two ways. The first way is what I
call the Piranha. It's when you're swimming through
networking events, birthday parties, even chance meetings
in the supermarket, on the lookout to see if the person
you're talking to is going to be your next client.
This isn't so bad on the face of it, but it's called the
Piranha because of the hungry animal on the hunt energy
attached to it. As you might expect, it doesn't work,
because people don't like to be hunted down and eaten up.
The other way is to tighten up, toughen up, and pretend you
don't need anything, hoping people will be attracted to the
confidence you radiate.
This doesn't work very well either, because when you're a
fortress, people are afraid to approach you, and nothing
can get in.
The neediness in both the Piranha and the Fortress is real,
and you can't leave it out. But, you don't want to chew
people up with it, either.
The third way.
Here's the thing: the single biggest mistake that gets made
in trying to promote a business or gain a client is when
someone looks at themselves instead of at the person in
need.
When I was a paramedic, I could be hungry because I missed
lunch, and exhausted because it's at the end of a
twenty-four hour shift. And yet, if I showed up and there
was someone really badly hurt in front of me, all of that
went away. Suddenly, I was just focused on helping the
person in need.
Because your business may not be as dramatic as a 911 call
(and believe me, many of those calls aren't that dramatic,
either), there isn't as much to pull you out of your stuff.
So you have to do it in two steps.
Step One: Acknowledge your neediness.
It's there. If you're scared, or upset, or sad about your
lack of clients, please be gentle and merciful with
yourself. Those feelings are authentic to your experience,
and you don't want to push them away, or try to act
yourself out of them.
I always suggest taking five or ten minutes, or maybe more,
to authentically feel the emotions you have. To notice the
physical sensations, and to use some kind of connecting
prayer or meditation in conjunction. Not to try to 'fix'
the sensations, but to mingle the experience of Divine
connection with the authentic emotions, and then simply
watching what happens.
Step Two: Go look for people in need.
Once your heart feels more full, and not as desperate, open
your eyes and ears, and notice where are people struggling.
Not 'looking for clients' but simply having your eyes open
to where you're needed.
When you notice someone needs help, you can reach out to
them in conversation. This reaching out isn't meant to be
you fixing them on the spot without getting a client. It's
more about helping them feel witnessed in their struggle,
and you taking the time to ask them so that you can truly
understand their situation.
Often, those two pieces will set a strong foundation for
the right person wanting to be your client.
Is it really that simple?
Well, yes and no. Let me share some practical pointers on
finding those people in need, so you can accelerate the
process.
Keys to Rapid Client Acquisition.
• Ask your clients for referrals.
The ones who are happiest about your work. But, don't just
ask them for referrals, be specific.
For instance, one of my clients said he had of a goal of
adding three new clients in the next three weeks. So, I
suggested he go to his current or past clients and tell
them he has only three openings, and to ask them to help
him find the three people who could really use the help he
offers.
And, because referrals rarely just call on their own, take
it a step further and ask for your clients' help in
actually introducing the two of you directly, either
through email, on the phone, or in person.
• Work your network(s).
If you have an email list or blog readership, let them know
you have those three spots open. Tell them you'll be having
conversations, no charge, with anyone who is interested
over the next three weeks.
And if you don't have a list? Or even if you do? Then who
do you know who does have a list, who trusts you and likes
you enough to promote your offer to their list?
To fill a handful of client slots you don't need to reach
thousands, but having a few friends tell their clients
about your offer can make a huge difference.
• Get out and have some fun.
What do you enjoy doing? This may be a simple idea, but if
you are doing activities that you enjoy, hopefully in the
vicinity of other people who enjoy those same activities,
you're going to be finding people that are similar to you.
The advantage to this is... have you ever noticed how much
your clients resemble you? If you're out and about, you may
run into people whom you can help. Engage with the world,
and keep your eyes open.
Over the long term you'll want to implement some strategies
that keep you from running dry of clients. And yet, when
you need them in a hurry, they are waiting for you. Make
space for your authentic emotions first, and then turn your
attention out into the world and find those people who
really need your help.
----------------------------------------------------
Mark Silver is the author of Unveiling the Heart of Your
Business: How Money, Marketing and Sales can Deepen Your
Heart, Heal the World, and Still Add to Your Bottom Line.
He has helped hundreds of small business owners around the
globe succeed in business without lousing their hearts. Get
three free chapters of the book online:
http://www.heartofbusiness.com
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