Attract Premium Clients: Six Essential Strategies for Success
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Chapter 1 The Problem with Difficult Clients
Dealing with greedy clients is a common frustration for many freelancers. As a marketing consultant during the day and a writer at night, I've encountered various types of clients. Initially, I thought that always saying yes was the way to success. My belief was that if I treated my clients well, they would reciprocate. Unfortunately, this led to working with clients who were far from ideal—those who were greedy, needy, and often inconsiderate.
At this point in my journey, I'm grateful to have transitioned to working with clients who value my expertise and compensate me fairly. If you find yourself in a similar situation, feeling undervalued or overworked, know that you're not alone. It’s time to declare: enough with the difficult clients.
After parting ways with 17 clients who drained my energy, I felt uncertain about the future of my business. However, I made some crucial shifts in my mindset that allowed me to attract clients who truly appreciate my worth. If I could speak to my past self, this is what I would say.
Section 1.1 Rethink Your Pricing Strategy
It's essential to recognize that what you consider affordable may differ greatly from your clients' perspectives. I once feared that increasing my rates would drive clients away, but the opposite turned out to be true. As I raised my prices, I began to attract clients who were willing to invest in solutions for their significant challenges.
By presenting higher prices, you convey confidence in your ability to address complex issues, thereby appealing to clients with higher incomes.
Section 1.2 Tailor Your Solutions
Heavenly clients seek personalized solutions rather than generic ones. They want to know that you can specifically address their unique challenges. To stand out, identify your ideal clientele and customize your approach accordingly. This specialization will create a distinct advantage over competitors.
Chapter 2 Establish Clear Expectations
Being upfront about your pricing fosters respect. It demonstrates professionalism and eliminates any fear of negotiation or losing clients. Transparency saves both you and your potential clients valuable time, allowing you to focus on those who are genuinely qualified.
Section 2.1 Set Client Criteria
Not every client is a good fit for your services. Premium clients are selective, and you should be too. Establish criteria to qualify potential clients and resist the temptation to appeal to everyone. By narrowing your focus to a specific niche, you can develop tailored solutions that resonate with clients who have an immediate need for your offerings.
Section 2.2 Understand What Matters to Them
To effectively serve your clients, focus on what is important to them rather than your own preferences. This requires asking insightful questions rather than making assumptions. Inspired by Michael Bungay Stanier’s "Coaching Habit," I categorize my inquiries into four types:
- What? — Exploration
- How? — Action
- When? — Accountability
- Why? — Justification
By exploring the "what" aspect, I can uncover what truly matters to my clients without making them feel uncomfortable.
Section 2.3 Highlight Emotional Value
Every issue has an underlying emotional component. The true value lies in the emotional benefits your services provide. To discover these benefits, ask a series of "so that" questions. For example, if a client wants a website, keep probing with "so that" to reveal deeper motivations, such as increased income or reduced stress.
By understanding these emotional drivers, you can position yourself as the solution they need.
In conclusion, learn from both your unhappy and satisfied clients. Prioritize humility and kindness in your dealings. Always aim for improvement and remember: before you lower your rates, consider saying no.