| Small business owners and solo-preneurs often find | | | | own niche and perfect client. |
| themselves riding the Feast or Famine Roller Coaster. | | | | Mistake Number Two: trying to sell what you do |
| If you have been on this roller coaster yourself and | | | | instead of what people want. |
| would like to experience another ride in the | | | | The first example with the yoga instructor and the |
| Entrepreneurial Amusement Park, then I might suggest | | | | marathon runner is a perfect illustration of the yoga |
| taking a ride on the Soul Train to Success! But first, | | | | instructor trying to sell what she does to the runner. He |
| you have to get off the Feast or Famine Roller | | | | is not interested because he has a preconceived idea |
| Coaster. | | | | about yoga. |
| I love working with entrepreneurs because (for the | | | | The second example is the yoga instructor speaking a |
| most part) they love what they do-their work feeds | | | | very specific language that the runner is already |
| their soul. Therefore, for the sake of this article, I am | | | | listening for. He specifically hears the words, "I teach |
| going to assume that you love what you do and that | | | | performance athletes how to beat their own records..." |
| you have a talent or skill for the service you provide. | | | | what comes after that is secondary. At this point in |
| If you've been perplexed over how to create a steady | | | | the conversation, the yoga instructor has the runner's |
| stream of happy, loyal customers, I'd like you to | | | | undivided attention. |
| consider these two common mistakes and see if you | | | | Once you have identified your perfect clientele, you |
| recognize them in your own business. | | | | need to find out what it is that they want or need to |
| Mistake Number One: not having a specific target | | | | have solved and are willing to invest in the solution with |
| market with a signature system-what you are an | | | | you. |
| expert at-to serve that market. | | | | Pick a specific group of people that need or want a |
| Tip: This is NOT a niche! A niche is the "what" you do, | | | | specific service. Think about the people that you |
| whereas, the market is the "who" you do it with, to or | | | | personally want to serve, think about where the people |
| for. | | | | you want to serve already spend their time. |
| We can take that one step further and add the "How" | | | | For Example: Massage Therapist |
| to the "What" and the "Who". How do you service | | | | Clientele |
| those clients? I will use my own business as an | | | | Pregnant Mothers: baby clothing stores, Gymboree, |
| example:o Niche (what)- Business Coach (There are | | | | OBGYN office, birthing class, etc... |
| thousands of business coaches in the world.)o Market | | | | Triathletes: events, orthopedic clinics, running stores, |
| or Perfect Client (who)- the heart-centered, soulful | | | | cycle shops, fitness centers, etc... |
| service provider or soul-o-preneuro Signature System | | | | Active Seniors: retirement communities, dance centers, |
| (how)- through equine assisted coaching and Branding | | | | churches, 50+magazines, etc... |
| with Archetypes(TM) | | | | Take the time to discover their needs and speak to |
| A viable market is a group of people who have a | | | | the results they are looking for in all of your literature, |
| need or problem that they want to solve and who are | | | | branding and web copy. When you thoroughly |
| willing to invest in having that need or problem solved! | | | | understand a specific group of people's needs and |
| "Willing to invest" is the key phrase here. | | | | show them a solution or offer relief, you automatically |
| I want to offer one more example of niche vs. market, | | | | become an expert in that area. They become loyal |
| based on a business other than coaching. | | | | clients and refer you to their friends who have similar |
| Let's have a conversation with a yoga instructor (YI) | | | | needs and wants. |
| and a marathon runner (MR) at a sports and fitness | | | | Ask yourself how you may be able to focus your |
| training convention. | | | | talents on a specific group of people that need your |
| First scenario: yoga instructor without a target market | | | | service. Choose a group that you have an affinity for |
| MR: What do you do for a living? | | | | and would like to spend time with. This approach does |
| YI: I'm a yoga instructor. You should try one of my | | | | not mean you will not ever work with other groups of |
| classes; it will change your life. | | | | people in other ways, it does mean that you will build a |
| MR: Oh, yeah, I tried yoga a couple of times but I just | | | | steady stream of loyal clients who trust that you are |
| couldn't get into it. It's too slow for me. I'm a runner and | | | | looking out for their best interest. |
| blah, blah, blah... | | | | Become an Expert |
| Second scenario: yoga instructor with a target market | | | | Not choosing a specific area of expertise to work in |
| MR: What do you do for a living? | | | | waters down your talents and credibility. When you |
| YI: I teach performance athletes how to beat their | | | | focus on a specific need that people want solved, then |
| own records by incorporating anusara yoga into their | | | | you also grow your own skills and knowledge base in |
| training practice. | | | | that area. |
| MR: Really? How do you do that? I'm a marathon | | | | You would not go to a heart surgeon if you had a |
| runner and have a goal to slice 16 minutes off my next | | | | sinus infection, even though he could surely prescribe |
| race!o Niche (what) -anusara yoga instructor (a | | | | the antibiotic you need. |
| particular form of yoga practice)o Market or Perfect | | | | All successful business owners: work in a specific area |
| Client (who) -performance athletes (willing to invest in | | | | of expertise; work with a mentor or coach to keep |
| having a problem solved)o Signature System (how) | | | | them moving forward and in alignment with their own |
| -combines a specific style of yoga (anusara) with the | | | | values and purpose; and don't do it ALL by |
| athlete's training to achieve a measurable result | | | | themselves. |
| I can just hear you saying "Yeah, but I can also teach, | | | | When you are in alignment with what you love to do |
| massage, photograph, design for, coach, bake, clean, | | | | and can work with a group of people that need what |
| consult-WHATEVER for anybody else who will pay | | | | you have to offer and are willing to invest in having |
| me to do that thing!" | | | | that need solved, then you are riding the soul train to |
| My response would be, "How is that working out for | | | | success! |
| you so far?" | | | | Become the professional you want to be and get the |
| Take some time today to think about your own | | | | professional help you need to get you there. |
| professional service and see if you can identify your | | | | |