In a recent Opening the Moneyflow class, we were discussing the balance between working on foundations and systems, and the need to get clients, like, now. As in “now” thank you very much. Now, please? Clients?
The need for cashflow in your business through having enough clients is profound. Paying the bills, keeping food on the table, and a roof over your head is no joking matter.
And even when it’s not about core survival, it can be demoralizing when your business isn’t operating at capacity, and you begin to want, to need, more clients.
Piranha or Fortress?
Unfortunately, the way most of us learned to deal with this situation is in one of two ways. The first way is what I call the Piranha. It’s when you’re swimming through networking events, birthday parties, even chance meetings in the supermarket, on the lookout to see if the person you’re talking to is going to be your next client.
This isn’t so bad on the face of it, but it’s called the Piranha because of the hungry animal on the hunt energy attached to it. As you might expect, it doesn’t work, because people don’t like to be hunted down and eaten up.
The other way is to tighten up, toughen up, and pretend you don’t need anything, hoping people will be attracted to the confidence you radiate.
This doesn’t work very well either, because when you’re a fortress, people are afraid to approach you, and nothing can get in.
The neediness in both the Piranha and the Fortress is real, and you can’t leave it out. But, you don’t want to chew people up with it, either.
The third way.
Here’s the thing: the single biggest mistake that gets made in trying to promote a business or gain a client is when someone looks at themselves instead of at the person in need.
When I was a paramedic, I could be hungry because I missed lunch, and exhausted because it’s at the end of a twenty-four hour shift. And yet, if I showed up and there was someone really badly hurt in front of me, all of that went away. Suddenly, I was just focused on helping the person in need.
Because your business may not be as dramatic as a 911 call (and believe me, many of those calls aren’t that dramatic, either), there isn’t as much to pull you out of your stuff. So you have to do it in two steps.
Step One: Acknowledge your neediness.
It’s there. If you’re scared, or upset, or sad about your lack of clients, please be gentle and merciful with yourself. Those feelings are authentic to your experience, and you don’t want to push them away, or try to act yourself out of them.
I always suggest taking five or ten minutes, or maybe more, to authentically feel the emotions you have. To notice the physical sensations, and to use some kind of connecting prayer or meditation in conjunction. Not to try to ‘fix’ the sensations, but to mingle the experience of Divine connection with the authentic emotions, and then simply watching what happens.
Step Two: Go look for people in need.
Once your heart feels more full, and not as desperate, open your eyes and ears, and notice where are people struggling. Not ‘looking for clients’ but simply having your eyes open to where you’re needed.
When you notice someone needs help, you can reach out to them in conversation. This reaching out isn’t meant to be you fixing them on the spot without getting a client. It’s more about helping them feel witnessed in their struggle, and you taking the time to ask them so that you can truly understand their situation.
Often, those two pieces will set a strong foundation for the right person wanting to be your client.
Is it really that simple?
Well, yes and no. Let me share some practical pointers on finding those people in need, so you can accelerate the process.
Keys to Rapid Client Acquisition.
• Ask your clients for referrals.
The ones who are happiest about your work. But, don’t just ask them for referrals, be specific.
For instance, one of my clients said he had of a goal of adding three new clients in the next three weeks. So, I suggested he go to his current or past clients and tell them he has only three openings, and to ask them to help him find the three people who could really use the help he offers.
And, because referrals rarely just call on their own, take it a step further and ask for your clients’ help in actually introducing the two of you directly, either through email, on the phone, or in person.
• Work your network(s).
If you have an email list or blog readership, let them know you have those three spots open. Tell them you’ll be having conversations, no charge, with anyone who is interested over the next three weeks.
And if you don’t have a list? Or even if you do? Then who do you know who does have a list, who trusts you and likes you enough to promote your offer to their list?
To fill a handful of client slots you don’t need to reach thousands, but having a few friends tell their clients about your offer can make a huge difference.
• Get out and have some fun.
What do you enjoy doing? This may be a simple idea, but if you are doing activities that you enjoy, hopefully in the vicinity of other people who enjoy those same activities, you’re going to be finding people that are similar to you.
The advantage to this is… have you ever noticed how much your clients resemble you? If you’re out and about, you may run into people whom you can help. Engage with the world, and keep your eyes open.
Over the long term you’ll want to implement some strategies that keep you from running dry of clients. And yet, when you need them in a hurry, they are waiting for you. Make space for your authentic emotions first, and then turn your attention out into the world and find those people who really need your help.
