By Joy Chudacoff
Commitment. It’s a powerful word that conjures up a mix of emotions and can be a scary thought– especially in business. Being committed to something means you’re choosing not to be committed to something else – sounds simple, right? In essence, you’re pledging or engaging in a relationship to the exclusion of others. In my work supporting women entrepreneurs, I find fear of commitment in business can make the difference between mediocre results and extraordinary results.
For example, making a commitment to “niche” yourself and serve a specific target market is unsettling to some entrepreneurs. There’s a fear of losing business or potential clients when you make this bold move. Oftentimes, I hear the phrase, “Everyone can benefit from my service!” While that may be true, if you want to attract more clients and increase your income, it’s essential to overcome your fear of commitment once you’re clear on who your ideal client is.
Why? With the enormous amount of information we receive each day, it can be challenging for people to make qualified referrals to you if they aren’t sure exactly who you serve. Helping your referral sources understand exactly how your business helps others can boost business quickly. Making a commitment to serve a specific target market also keeps your marketing efforts clear, directed and focused.
I, too, experienced the fear of commitment in my business early on. When Smart Women Smart Solutions® was in the early stages of growth, I coached women of all ages (and a few men too!). I started out with the belief that my service was for women of all ages and stages of life. What I learned from this experience was that I love working with women entrepreneurs in service-based businesses who are motivated to accelerate their growth and income. This provided me the clarity I needed for my marketing message which saves time and money.
If you’re ready to commit to your business and attract your ideal client, here are some tips to get you going:
1. Keep a Journal– After every client interaction, take some time to reflect on what worked well and any areas that might need improvement. Did you enjoy being with the client? Did you enjoy the process? Was it smooth and seamless?
2. Peel Back The Layers– What part of the process did you like best? Do you enjoy the process more in the beginning? Middle? End? Where do you sparkle? Where does your genius show up?
3. Create an Ideal Client Profile – Over time, you’ll begin to see similarities in the clients you enjoy working with. It could be a targeted age range, or specific industry. Notice if you are helping them with a specific challenge. The key is to create a profile with as much information as you can.
4. Get The Word Out – Once you become clear about who you serve best, it’s time to get this message out to the world. Make sure all your marketing materials reflect your ideal client profile – from your business card to your web site.
Overcoming my fear of commitment to serve a specific target market wasn’t easy, however using the steps I shared with you helped me get clear and focused on who I should be spending my time with and understand the importance of this for my business. When I’m working in my genius with my ideal client, it’s magical. It’s why I’m so passionate about the work I’m doing in the world with women and why the business has grown to where it is today. It can happen for you too. Just make the decision and take the leap.
Anything is possible. Everything is waiting for you.