A client will become a friend before a friend becomes a client
A client will become a friend before a friend becomes a client
This may not happen right away, but have you noticed after a couple years in business that your inner circle are not the ones purchasing from you, maybe they're wanting to purchase only if there's a discount, and sometimes it feels personal and you're not sure of how to navigate serving those you love and still building business?
This episode is for you! Let's chat about the reasons why this happens in business and also how we can shift that mindset of why we're losing close friends as clients and instead how we can attract the IDEAL clients!
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I saw a quote not too long ago that I reposted that said a client will become a friend before a friend becomes a client and it really got me thinking about the past 14 years in business and as it shifted, as I moved, so did my clientele.
Now I do want to first acknowledge that I don’t mean right away, in fact, usually the first people to support your business and to be excited for your are in your inner circle, they want to support you and often it’s our only business coming in, what I’m talking about is after a couple years of growth, you may notice a dip depending on the business and offers or services from your inner circle and close friends.
The first people to hire me, I grew up with. Their families and Weddings and all the things were people I knew when I was little. Now, some of it MAY be because I moved and I totally understand that, but what I noticed through the years is the people who become your biggest advocates, cheerleaders, the ones that shout your name, share your posts and sing your praises, after those first years in business.. tend to be clients first and then those clients become friends.
Why is this? There’s so many reasons that this might be true for your business, but I want to first say.. it’s okay. It’s okay that your ideal clients moves past that first circle as it grows, eventually it moves past people of people you know, and with time the biggest supporters are people who you had no connection with. But it’s okay if your business no longer can serve your friends or family you’ve known forever.
-It might be as simple as- they’re no longer your ideal client
-they might not value what you do- I don’t mean that negatively. I know a few people that would like free photos but don’t value photography enough to pay and that’s okay. That’s not my ideal client.
-they want a huge discount or something for free. This is what I want to touch on a bit more. I have seen many times that friends or family assume and want things for a huge discount or for free. And while we can implement ways to serve our close friends and people we WANT to do that for, it’s not reasonable to do that for every person- because that’s turning a business back into a hobby. And if we do that, you’ll actually end up not being able to serve anyone- because you’re not making a living and won’t serve anyone. However, I’m not saying NEVEr give a discount or offer to serve in fact- the more you build, the more you can serve on your terms. I know this is something that can be tricky to navigate but after listening to other mentors, podcasters, and people in business this is something I’ve used for my own business and I know works for others too. It’s not meaning you’re greedy or unable to serve, but having set boundaries can allow you to serve people you love, people in need, and serve in a creative and free way.
1- you set the terms- For me, when someone would ASK for a discount, I knew right away they weren’t going to be an ideal client for me to serve because they didn’t already value what I was offering, and when this happens, I’ve found with experience, these are ones that ask for more and more and take up MUCH more time because it wasn’t valued in the first place.
2- Choose how you want to serve. For me, I can serve people I love by offering ONLY free or discounted shoots when there’s something I need to grow too. So there’s a give and take- I can choose who I photograph and serve but it’s something I want to grow for my portfolio- often that’s a new set or new props, something I’ve wanted to try or a location. It helps YOU build. If you’re not a photographer, you can choose to give something that you’ve still wanted to offer. If you want to seek out people in need other than just friends, you can do that too- it’s your business and you get to choose when and how you can serve.
3- limit the number. 1 per quarter, 1 per year- whatever that looks like is up to you- often it can be a great way to have creavitiy freedom because it’s something you’re overlooking and having the say in- it can be a great way to then post and use those things to build your Ideal client if it’s shifting.
4- boundaries over WHAT. If you’re a photographer- that could look like the photographs they’ll receive in return or how much editing, or that you’re going to use them online. If it’s a product, it’s setting up a contract or agreement on them posting, sharing, or another service is how they can tag your business too. It’s okay to get clear on what to expect in return and still serve- it allows you to grow who you’re reaching as well as serving someone. And make clear that this isn’t an ALWAYS type of gift.
-They just might not be your idea client.. for now. Think of it as network marketing. Most of the people I meet, we exchange information and even as we follow one another- it can sometimes take a year before they need or want my services- whether that’s life is busy, it’s not a priority, or they’re busy and haven’t set a time to get together with you. Often we get hurt too often when all we need to know is our business can grow - and we don’t need every person to hire or purchase from us at the first meeting- just like Online- trust should be built.
-they genuinely aren’t your ideal client. They might not connect with what you’re doing because of taste, personality, where they’re at in life, who you’re attracting as far as age/offers/. They simply might not be a fit for your offer. And that’s okay, I always say I want people to either LOVE my brand/photos/ what I’m doing or hate it so they leave the page and don’t follow. Because I want clients who LOVE the experience and what I have to offer and be excited for it, not feel like I’m not the person for them while during a photoshoot.
-you might be above their price point. Okay, so this one is tricky, because we know.. all of us if we really want something can usually save up to invest. For some it’s a piece of clothing, purse, car, home, but there are some people who aren’t willing to invest in whatever you’re selling. You could potentially categorieze this in not prioritizing your business, but sometimes it’s just.. they don’t have the money to what you’re offering right now.
I know when we first start a business- it all feels personal- the rejections, when friends purchase a similar offer not from us, not getting likes, not getting business, and hearing no.But those things never go away, you just grow and learn it’s part of the process, it’s part of growth and you won’t necessarily hear no less as you grow, but you’ll take those no’s and learn how to shift, make it better the next time or learn a lesson on how to show up in a more clear way on who’s your ideal client.
Okay, so let’s shift this conversation a bit into what we CAN do to attract our ideal client and why it matters.
Now that we hopefully know it’s okay if our friends don’t continue to hire us and we want to keep growing to reach our ideal client.. how can we do that?
I will say the friends and family that WERE your ideal clients, still can help. They can write reviews, share posts, like posts and comment. They can do things for free to still help you.
But first, do you know who your ideal client is? If you’ve been in busy even for a short time, i’m sure you’re already tired of hearing about WHO your ideal client is. But it’s important for so many reasons- connecting, how you speak to your audience, your brand and what you showcase (for instance, I don’t show a lot of families, so those looking for a specific type of photographer will choose me or be repelled if I’m not what they’re looking for) a certain age tends to hire me because of the bright and bold colors, it’ll also make you get clear on the messages you send out. Even in stories- how are you serving your community with tips and tricks. For instance I’m not making guides on trips to Minnesota if most of my clients are HERE in florida and are traveling here- it has to be relevant in how you serve. It’ll help you be authentically YOU to by showing up to attract those people.
So start to think about who you want to serve, start showcasing that work in your posts, how you give back in tips and tricks or guides and freebies, think about what colors they like, where they shop, how you can help them aside from JUST the thing you offer. Think about age, location, gender. I know it seems like the smaller you make your niche, the harder it will be. But It’s really the opposite. I’m clear on my message and because of it, I connect with more.
Show up as you. No matter who you serve, we can tell when someone is being fake online, so even though you don’t have to share everything about your life, share something real. Be honest about your values and mission and what you love. When you feel comfortable being vulnerable, they’ll share too.
Get in with businesses that also serve your ideal clients. For me, I make sure to follow and establish relationships with businesses who have an ideal client for instance- balloon and decor companies, beach picnics, hair and makeup, catering, and anyone that you could work with, tag, and most importantly.. support. Even if they don’t do this at first or back. You want to support other local businesses, and if they DO support you too, It can be a great way to attract ideal clients through their referrals
Provide value to clients before asking in return. As a photographer that can seem tricky, you might say.. my value is my service or offer, which YES it is! But before you’re asking them to buy buy and only showcasing the THING you offer. Think of 3-5 ways (they don’t all have to be done in the same year.. it can seem like more tasks) that you can serve before asking. For me, I live in a destination location so I created a FREE guide (they then sign up for my newsletter) where I suggest restaurants, vendors, and more of things I suggest while visiting. I also create looks through an affiliate link for things they can buy for their trip. Newsletters are a great way to give back to not only serve but support other businesses you love and suggest. Think outside the box of what you do and start thinking how your ideal client would- what else could you help them with that still is serving YOUR ideal client. Then when you have an offer, you have an audience that trusts you.
Consistency and time. Oh the dreaded words. But it’s true, you won’t be searchable on google or other social media platforms by giving and serving or posting once. Having ideal clients eventually find you will take time and action. You get to be in charge of how much time. But if you’re saying.. I’ve tried and nothing.. ask yourself how long? It will take 1-3 years to sometimes seeing the growth from this. Longer if you were like me and started over in a new place.
Try things. Yup, many might not work but try what you feel is right at the time to try to build- whether it’s advertising in a new way or print, giving to a charity or offering to an event, maybe being part of a market that sells, collaborate with other local businesses, or with businesses online, reach out to podcasts to be on that fit your brands- none of these things are ever for no reason- they’re all ways to find out where your ideal clients live, what they like, and really it’ll help YOU grow which is the biggest way I’ve ever grown my business. When I grow, it grows.
Jasmine Star says a personal brand is what is said about you when you’re not in the room- so if someone were to land on your page or have an experience with you and your business, what would be said- if it’s not what you’re hoping- it may be time to shift how you show up, how you serve, and how you offer.
After 14 years in business moving 5 states and going through life as we do with wonderful experiences and painful moments- I’ve shifted, just as we all do- and we should. That’s part of growth too, I’ve become more clear, more consistent, and found lots of ways that both don’t work and do work for my business and really got clear on what I LOVE and how I love to serve. Might not get all your closest friends you’ve known since middle school to purchase, but you can invest in clients that can become incredible friends and still serve friends too.
Keep Shining
