I have heard this lament over and over again from consultants and advisers. “My clients pay me good money to give them my expert advice, but they don’t listen! They keep doing things the way they always have. I can’t get them to act.”
How would you describe your dream employee? Maybe with descriptions like the following:
“Great attitude”
“Dependable”
“Self-motivated”
“Wants our business to be successful”
“Looks for ways to help instead of waiting on me to tell them what to do”
“Someone with similar values who cares about the mission of our team”
Most business coaches and consultants serve a variety of clients. They pride themselves on having varied experience. They love to help people, and they figure the more different types of businesses they work with, the more opportunities they have to make a difference. The problem with this approach is that they look just like everyone else. If you want to stand out from the crowd, you must become an expert in a niche.
When you are asked to describe your target market, do you lead off your response with “Anyone who. . .”?
If you do, I would bet money on the fact that your coaching business won’t grow. With my first business, a computer network integrator, I used to say that we served “Anyone who had a small or medium sized business, in New Jersey, and needed computers.” Then I would be quick to blurt out, “In other words, practically everyone needs me.” Those words are the lead indicator to a struggling practice.
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