You know the saying “Specific is terrific” by Ivan Misner? This week has truly proven the power behind those words! I had three incredible conversations that allowed me to send more referrals, all because the other parties were crystal clear in what they were looking for.
One conversation was with a marketing company seeking to work specifically with HVAC companies. Another was with a bookkeeper focused on helping solopreneurs in the trade industry. And finally, I spoke with a procurement company targeting Fractional CMOs and CFOs. With such precise requests, it became easy for me to identify potential connections and send meaningful referrals their way.
But it didn’t stop there. I also learned something valuable from an interaction with a networking contact—often, Fractional CFOs are more likely to provide referrals than your typical accounting firm. This was a huge lightbulb moment for me, and it’s something I’ll definitely be looking into more. Got any Fractional CFOs you’d like to introduce me to? Send the intro here! 😉
Why Specificity Matters
This all ties back to the idea that when you’re specific about what you’re looking for, it sparks recognition in the person you’re talking to. If I just say, “I coach anybody,” it’s harder for you to think of someone who might need my help. But if I say, “I’m a printer’s coach and love working with print shops, sign shops, and apparel companies,” your mind immediately starts running through your contacts in those industries. And hey, I’ve got a print shop landing page you can send them to!
So, how do you get more specific with your ask? Here’s a 5-step guide to help you nail down the specifics of your ideal client and perfect your elevator pitch.
Step 1: Analyze Your Current Clients
Start by taking a close look at your existing client base. Who are your best clients? Which ones bring you the most joy, and which ones bring in the most revenue? Is there a common theme among them—maybe they’re all in a certain industry or they all share similar characteristics?
Ask yourself:
- What type of client is the easiest to work with?
- Which clients refer you to others?
- What challenges or goals do they share?
This analysis helps you start narrowing down your focus. If a pattern emerges, you’ll know which types of clients to target moving forward.
Step 2: Develop Your Client Avatar
Once you’ve analyzed your current clients, it’s time to create your client avatar. This is a detailed profile of your ideal client that covers demographics, behaviors, pain points, and even where they hang out. The more specific you get with this avatar, the better.
Consider questions like:
- What industry are they in?
- What specific problem do they need solved?
- What’s their company size, or are they solopreneurs?
- How do they prefer to communicate?
I provide a tool called The Client Avatar to help with this process, and it’s been a game changer for many of my clients. Having a clear picture of who you want to work with will make it easier to communicate your needs.
Step 3: Create Multiple “Elevator Pitches”
You don’t have to stick with just one pitch! Different environments call for different approaches, so developing multiple “elevator pitches” can help you adapt depending on who you’re talking to. For instance, one pitch might focus on your industry expertise, while another could emphasize your unique process or the types of clients you serve.
For example:
- Pitch for a networking event: “I’m a business coach specializing in helping print shops, sign shops, and apparel companies grow their businesses.”
- Pitch for a more personal conversation: “I work with small business owners, particularly in the printing and design industries, to help them streamline their processes and increase profitability.”
Having these tailored pitches on hand ensures that you’re ready to be specific, no matter who you’re speaking to.
Step 4: Test and Tweak
Your ask should evolve over time as you refine your target audience and messaging. Test your elevator pitches in different situations, and pay attention to the responses you get. Are people immediately thinking of referrals, or are they asking clarifying questions? If it’s the latter, your ask might not be specific enough.
As you refine your ask, make adjustments to your client avatar and elevator pitches. It’s a continuous process, but the clearer you get, the more referrals you’ll attract.
Step 5: Get Comfortable Asking
Lastly, don’t shy away from making your ask! The more you practice stating your specific needs, the more natural it will feel, and the more results you’ll see. Networking is about building relationships, and people want to help you succeed, you just need to show them how they can help you!
So, what’s your specific ask this week? Maybe I can help make a connection or send a referral your way. Remember, specific is terrific, and when we’re clear about what we need, we open the door to more opportunities!
