Sell More With Client Archetypes
How it started:
After his first year in business, serving an average of 20-30 performers at any given time, Adam found himself stuck. He’d been juggling his business and a full time job, but he wasn’t yet at a place where he could step away from the 9-to-5. He needed to find a way to grow his business without getting any busier. He had taken himself as far as he could, now he required help to get him to the next level.
The Concept:
When Adam came to us, he primarily struggled with how to describe himself and his work to others. He was consistently being "friend zoned" by people who wanted cheap/free service, and he was unsure of how to scale given his full time employment. He struggled with pitching his services, as he was not clear on how to translate his experience from one performer type to the next. This often led to him missing out on opportunities for his business.
We very quickly identified that Adam would benefit from developed buyer archetypes. So, we set out to define structured packages based on the aforementioned archetypes knowing they would serve him and his business well into the future.
The Blueprint:
To develop the archetypes and define his packages, we engaged in a total of four one-on-one meetings conducted via phone & Zoom. Each meeting lasted about 1 hour. There was approximately 2 weeks time between meetings one through three and approximately five weeks time between meetings three and four. Each meeting concluded with activities that Adam needed to complete in order to move forward with the next meeting. The total time from the first to last meeting was two months.
The Objective:
The primary objectives were helping Adam get to a place where he could succinctly describe himself and his services, properly identify archetypes that included 80%+ of his current client load, and develop offerings that gave him scalability. All of these outcomes were to be achieved while keeping his full time job.
How It's Going:
After the first call with Adam, he was challenged to identify common characteristics about past and present customers and key differentiators of their needs. He met this challenge head on and, by the second meeting, had well defined archetypes. These archetypes allowed him to easily identify who to serve that offered the greatest opportunity for consistent passive income and what services should receive the most focus for scalability. They also provided some freedom, as he’d no longer have to constantly pursue new customers.
Adam began to notice himself speaking more confidently while pitching himself to potential clients. He was better able to translate previous experience within particular archetypes to better direct conversation, allowing conversation to flow more freely. It began to feel much less like “selling” and much more like guiding clients to him as a solution to their problem. Knowing how to serve each client archetype meant he was able to seamlessly upsell packages and no longer rely upon accepting one-off appointments as he used to.
Finding greater clarity in navigating his professional interests had Adam finding himself “friendzoned” less often. He was now the one setting boundaries around his services and clearly articulating them. Ultimately leading to connecting better with people, receiving more referrals, and renewing his interest in developing his personal brand even further.
It is worth noting that income aspirations were discussed in this situation, but less emphasis was placed on them due to Adam’s full time job providing for his ongoing needs. Yet, he did identify a target goal that would allow the business to cover an upcoming monthly expense. By the last call, Adam had generated enough revenue to cover the expense two times over!
The Takeaways:
We do not claim to be confidence coaches; however, confidence is often a byproduct of gaining clarity on your service offerings. In this case, Adam's confidence grew tremendously from focusing on clearly identifying his buyer archetypes and developing packages to serve them. All of which will continue to serve as a catalyst for further development of his services.
By identifying buyer archetypes, we truly allow ourselves to identify the greater need of any particular group of customers. We can then better serve those customers by bundling our services in a way that fits their unique needs and articulating the offer effectively.
If you’re stuck and need support to get through, and/or you want to find clarity and confidence in your service offerings, let’s talk to see if we are a good fit for you. Apply now!
