"It appears that you've already got nearly as many clients as you can handle," I declared to Victoria, a CPA (Certified Public Accountant) who had just started working with me. "How can I help you?"
"None of them have any money," she confided.
Victoria is 27 years old and has managed to grow her accounting practice to its current level by giving terrific service to small retailers, most of whom are young and either just starting out or have been in business less than two years.
These clients are often struggling and can barely afford basic accounting services. Invariably, her happy clients recommend Victoria to their young entrepreneur friends. While she is grateful for their loyalty, she is frustrated about starting working with still more struggling small business owners.
I explained to Victoria that you can't attract what you want into your life-clients or anything else-unless you have a clear picture of whatever it is that you can share with people.
"It's hard for you to make the kind of living you want on these small clients," I acknowledged, "but then who do you want to take on as a client?" I asked her.
Victoria thought a moment and then replied, "Well, I do like to work with 'Mom and Pop' business owners, but I wish I could be working with some that are larger and more established."
"Then tell your clients that's who you're looking for," I challenged her.
"Just like that?" she asked. "I don't know . . ."
Two days later, Victoria called me. With excitement rushing her words, she related a conversation she had with one of her small business owners, a new independent copy store:
"I was finishing up the paperwork with Tom, the owner, when he told me he had recommended me to a friend of his who had just opened a small deli. I thanked him for the referral, but then I did what you told me to do. I said 'Tom, you know I always appreciate your faith in me and will always take good care of anyone you recommend me to, but I do my best work with people who have larger, more established businesses.'
Tom's wife, Marie, happened to be walking by while I was saying this and said, 'Why don't we send her to see my uncle?'
Then Victoria told me the outcome:
Marie's uncle owns a large, well-known furniture store in the next town. I have an appointment to see him next week."
Victoria's accounts knew she wanted more clients, but thought she wanted more clients like them. Victoria learned that people don't know what you want until you tell them-and asking for what she wanted resulted in her landing exactly the kind of client she was hoping to reach.
Don’t keep the profile of the clients you want a secret.
Yes, It Does Involve a "Secret" Victoria… - To learn more about this author, visit Sandy Schussel's Website.
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Sandy Schussel
(Visit Sandy's Website)
Sandy Schussel, is the "More Clients"
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