We’ve all done the exercise. It’s the first thing we’re taught when we start our coaching business:
Create an ideal client avatar.
This vision of your ideal client guides everything you do, including pricing (you can’t charge that single mom as much as you can the CEO of a Fortune 500 company), pain points (mom probably isn’t worried about shareholders), and even the color of your logo.
So you spend a few hours considering things such as:
• Age group
• Income
• Family status
• Education
• Lifestyle goals
• Location
Maybe you even write up a nice little story about your ideal client. You give her a name, a couple of kids, a husband who just doesn’t get it, and a load of student loans. You know quite a bit about her, you think.
But you would be wrong, and if you stop there, you may be missing a huge piece of the puzzle—and losing out on the best clients because of it.
Personality Mismatch
Here’s something that’s rarely considered in the “ideal client” equation, and it’s arguably the most important part: personality.
If you’re snarky, sarcastic, bubbly and loud, then a quiet, middle-aged mom who spends her time volunteering at the church is probably not a good fit for you. Sure, she might need your help, and she might love your products, but for one-on-one coaching, this match-up is a disaster. Either she will be uncomfortable with your style, or you’ll be miserable trying to reign in your natural exuberance.
Better to pass mom on to a coach who is a better fit for her personality.
Drive Determines Success
This one can be difficult to calculate from the start, but once you recognize it (or the lack thereof) it’s worth paying attention to. The client without the drive to succeed will more often than not, end up frustrating you both. And in our world that makes them uncoachable.
There are times when we have to consider ending some relationships. As soon as you see the signs of someone being uncoachable it’s time to have a serious conversation with your client. If you don’t see immediate improvement then don’t waste anymore of your time going over the same material and exercises again and again with someone who simply isn’t going to do the work.
If you look at your current and past coaching clients, you’ll begin to see patterns. You can easily look back and see what made some clients a joy to work with, while others were a struggle. Think about what those differences are, and add them to your ideal client profile. Then compare any new potential clients to this ideal profile, and you’re less likely to sign on a less than perfect client again.
Recognizing how it sometimes is easy to focus on who we can sign up so we can get money coming in, it just isn’t the answer. It holds us back from those we’re meant to work with and have success with and most likely it’s not what’s best for that client either. Get clear and focus in on who you are meant to coach, show up where they are, provide value and they’ll come.
To Your Success!
Coach Cheryl
coachcheryl@cherylm35.sg-host.com
