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You may wonder why some entrepreneurs seem to attract their dream King-Priests-DNA profit coded clients who enable them achieve their targets while some seem destined to labour under the weight of difficult, hard to please, mismatched and unprofitable clients. (For more details on King-Priests-DNA coded highly profitable clients click here)
Here is a short list of the full 3 reasons you may be attracting the wrong clients.
LACK OF SELF BELIEF: A lack of self confidence and inner self belief causes many growing and small business owners to short change themselves. Not believing that you are capable of delivering or are enough of an established business person to serve good quality clients will cause you to accept less qualified clients who demand so much and yet pay the least. You must invest in building yourself esteem as a growing business owner. One of the ways to do so is to recognise your key strengths constantly, understand what you have to offer, invest in learning and exceeding the required service level required and be up to date in your area of expertise.
I have counselled a lot of business people whose main problem was their lack of self belief, their lack of confidence about their value, and once I was able to show them how significant their skills, life and business experiences and their multiple little and big wins over time has congregated to make them extremely valuable, they automatically grew because they were then able to make sensible decisions about what clients to serve and not serve based on desperation.
That’s why I believe in the power of success conditioning and personal development programs such as Ignite the Champion Within (click here for more details) to significantly improve business performance, results and open up new possibilities. Feeling successful begets more successes especially in business.
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LACK OF BELIEF IN WHAT YOU DO
Your lack of belief in what you do usually stems from feeling that people may not value what comes to you naturally. This is usually true of people who are working in areas of their passion. They generally tend to belief that what comes easy to them has little or no value.
“Never undervalue yourself or your gifts” is something I have always believed in, but hearing Brendon Bruchard say it so aptly at the Expert’s Academy in London earlier in January brought it home again.
I truly believe that to raise your game, you have to be enthusiastic about what you do, believe wholeheartedly that your solutions and products are the absolute best in the market and then continually ensure that you invest in making them so. If you don’t believe in the value of your product, no one else will. Steve Jobs was known to say, “If we love it at Apple, can use it and can die for it, then that’s all we need to know. Other people will love it.”
I agree with him. Fall in love with your products and make sure they serve a need, and watch clients fall over themselves to but from you.
If you understand your company’s value, believe in it, and can communicate it effectively, there is no reason to serve clients other than the best ones.
LACK OF EXPERTISE AND COMPETENCE:
Earlier in January while I was still away in London, I received a call from a high profile client who had been taking his time to decide on a mandate.
The client’s exact words were –
“Your firm Fine and Country is the only one that can accomplish what we need in this market. Your game is so high and we can’t afford to use anyone else”.
This was coming from a client who had tried to tell us earlier that they had alternatives to delivering the solution required.
Quite simply, this new economy only respects the committed, the competent and the excellent. If your game is not above and beyond, you will be left in the unenviable position of haggling for your fees with marginal clients, leading to marginal revenues and with high levels of stress.
It is a fact that I have learnt in business, that those who pay the least tend to want to extract the most from you. Increase your expertise significantly this year. Become an undisputed leader in your field, make your products exemplary, offer incredible customer support, go beyond and above what is expected and then begin to choose this year those whole you will serve “profitably”.
If you have been struggling to grow your business and attract the right clients, check your self esteem and confidence. Check whether you believe and are conveying confidence in your business and products. Check whether you have invested in gaining expertise that makes you able to call the shots (at least to decide who you want to work with and how you will be remunerated.)
2014 is a year to be deliberate as a business owner. Be intentional about your business goals, and especially about your clients.