“But I’ll never get enough business” is the number one objection I hear when I mention selecting and focusing on an ideal client. It’s OK to be skeptical and a little fearful. The ideal client concept feels very counter intuitive. When thinking of success, we think more is always better—more money, more freedom, and of course more clients and customers.
Focusing on an ideal client doesn’t mean you say no to everyone else, though; it means you’re giving yourself permission to say no to some people. By being deliberate and focused, you’ll make more money, have more freedom and with fewer customers and less work.
Gyms are the perfect example.
Recently, I’ve been working on being more active and paying a lot of attention to fitness options available near me. While my choices for regular gyms are slim, I have my pick of Crossfit gyms, ballet bars, or martial arts studios. There seems to be at least one in every strip mall.
Why are these specialty gyms flourishing while regular gyms are struggling? It’s simple: they specialize.
Regular gyms are expensive. They require a lot of space, equipment and staff. You need a lot of loyal members just to keep the lights on. Specialty gyms are much smaller, require less equipment and often offer limited hours, requiring a much smaller payroll.
Regular gyms are struggling because they are trying to attract weight lifters, basketball players, swimmers, yogis, and cyclists. They’re trying to offer something for everyone, which basically amounts to a lot of expense without much payoff. Smaller specialty gyms are growing because they are offering a targeted product to their sports’ enthusiasts—their ideal client.