3 reasons clarity matters in your business
Do you have clarity in your business?
Do you know who your ideal customer is?
Does it really matter?
In a previous post, I wrote about how you can discover clarity in your career. You might ask though, “Why do I need clarity in my business?” After all, you’re willing to sell your product to anyone who wants it right? So why take the time and energy to develop your niche?
In the beginning, many of the business owners that I coach are reluctant to narrow down their list of prospects. The focus is on getting more clients and it seems to make sense that the wider the net, the more fish you will catch. It takes some trial and error to see the value in a smaller net but eventually it becomes obvious that this is the way to success. Here’s why:
- Clarity means that you know who your clients are and you can go where they are. I write children’s picture books and instead of trying to sell them to anyone who has or knows a child (isn’t that everyone?), I specifically market to school counselors. Decidedly a smaller market, but I know where to find them… I’ll be attending a school counselor conference in North Carolina next week as a vendor and presenter. Several clients I’ve worked with provide training in business etiquette or client engagement for businesses that hire millennials. Again, this is narrowing down the target base so you know where to look for clients.
- Clarity means you know how to speak the language of your clients. When I talk to school counselors, I talk about developing specific character skills, leadership, mindset and grit. If you are an occupational therapist with a business setting up therapeutic sensory spaces in homes for special needs children, you know how to communicate well with those parents. When you are clear on your ideal customer, you know their stressors or pain points and you can talk in a common language that creates confidence in your abilities.
- Clarity means you can tailor your product to meet your clients’ needs. When I talk to schools about the DISC training that I offer, I talk about the need for improved communication between staff and parents as well as teachers and their students through speaking a common language. When you talk to a business about your product you can address their specific needs for productivity or improved employee interaction or time management and how your product specifically meets that need.
Developing clarity is an ongoing process. Your knowledge of your ideal client will increase over time and the better you come to know them, the better you will be able to communicate and meet their needs.
Need help developing clarity and turning your dream into a business? Grab your seat in my 7 week Dream to Reality program that includes 2 individual coaching calls:
Dream Achiever Coaching is well worth the time and money. Lynne is a wonderful coach! She offers priceless advice, encouragement, and support. She has personally helped reel me in to focus my time and energy appropriately and has also helped me achieve my dream of having an enjoyable, fulfilling, and successful business. Amy Molley, www.sensiblesensoryspaces.com/