Get more clients.
It’s the message that many marketers want you to hear.
Making money is, of course, an important function of your business but when the numbers in your bank account may feel smaller than you think they should be, money has this habit of taking up more of your attention (AKA worry, anxiety, feeling of lack) than it should.
It’s why I see, time and time again, go-it-aloners like you get hung up on the ‘get more clients’ marketing tactics and end up spending way too much time and money, learning how to do these new marketing ideas and processes (usually involving digital tools such as social media and funnels) that don’t make you any happier.
Of course, more money in the bank helps a lot with your finances, but have you ever stopped to consider what revenue will make you happy?
Happy Revenue was a phase that came up in one of the 90 Day Review calls in my Momentum group yesterday. At the end of each 90 Day Plan, each member presents their learnings and celebrates their successes.
One particular member was sharing her learnings around her sacking a client. This particular client was, on the surface, a big and important client and they were paying her a substantial monthly retainer. But the problem was that they were turning up to meetings late and sometimes not at all. They weren’t sticking to the project timelines and generally a pain-in-the-arse to deal with so that our Momentum member had found herself in a position of being a servant, rather than being of service. She was bending over backwards for her and it was impacting how she was serving her other clients.
We helped her sack her client gracefully and professionally and the difference this client sacking made was enormous; not only did she create the opportunity for a new and better client to replace her pain-in-the-arse client she also stepped back into her power because she was no longer playing that servant role.
This is how Caroline, one of our founder members, described it.
Why chase the ‘get more clients’ story when actually it’s not MORE clients that are going to serve you.
In my new book, True Profit Business, that’s coming to a book store near you (said in that deep, movie trailer voice LOL), I take you through the four choices you can make to help decide which business model will suit you best.
- What’s the role you want to play in your business; what’s the right balance of technician and manager?
- What’s the optimum number of clients; will you work best with clients 1:1, 1:Group, 1:Many or 1:Mass?
- What’s the best delivery method; what’s the right balance of in-person, virtual or digital delivery that will allow you to deliver your best work, without burning you out?
- Which selling system would suit you best; click marketing, conversation marketing or a hybrid of the two?
These are the four areas in your business that can either fuel you or burn you out. They are your top four potential energy, time and profit drainers and/or energisers in your business and they give you your True Profit.
However, what I don’t do is to tell you which choices are going to be the most profitable or easiest for you to make money on.
Why? Because this is the BS that is being fed to us entrepreneurs right now; particularly those of you in the coaching, therapy and transformation professions.
Digital businesses can be highly profitable, hugely scalable and a lot of fun to grow and run. But they can also be hell on earth, drain you of money and burn you out.
The same goes for those of you who may have been told that selling a VIP or premium level of service is what will work for a business like yours; only to find that you are running yourself ragged, trying to prove that you are worthy of this level of pricing.
You, believe it or not, have the choice on what’s going to work best for you, based on your own money goals, time needs, core values, personality and impact you want to make. And when you decide what you feel (and it’s the feel that’s important here … not what you think – more of that in my book) is going to work best for you, you then put in the right boundaries, processes, team and business infrastructure in place to support this. This is what I teach you in True Profit Business.
Let’s tie this back to this phrase Happy Revenue.
I love this phrase and I wish I could credit the person who first came up with it for my client, Caroline, to have shared it in our call yesterday, but it seems that not even Google can give me any clues. (If you know, please let me know – thanks!)
It may become the title of my next book (as another member so kindly suggested to me – thanks for that LOL … it would make a lovely next step in the sequence if I could drum up enough energy to go through that writing process again ha!).
So for now, I simply want to gift these two words to you.
When you work your way through these four important choices that I teach in True Profit, you’ll realise that you can stop chasing the ‘get more clients’ and the ‘10x your business’ headlines… and attract the right clients who give you your own Happy Revenue.
Until next time, do less, be more, play bigger.