We’ve all been there. Stressed AF because you aren’t getting any (or enough) clients, your phone isn’t ringing despite doing all the things…
And you feel overwhelmed, exhausted and about ready to throw in the towel.
You begin to question why you even opened your practice/business and your initial + panicked thought is to lower your rates, offer a “deal”, give a discount etc. because, hey you need clients and you need money and nothing else seems to be working.
In times like these, it’s easy to fall into the trap of thinking that lowering rates or offering discounts is the only way to attract new clients. While, yes, lowering your rates is an approach (and sometimes is the approach you need to take) it may not always the best approach.
Before rushing to lower your rates or offer a steep discount, take some time to consider, ask yourself, and reflect on the following:
1. Are you clear on your ideal client? I mean painfully clear. Not just who you want to work with but also the traits those clients have and what it feels like working with them etc. One of the main reasons service-based providers struggle to attract clients is that they don’t have a clear understanding of who their ideal client really is, what drives them and what they desire. Yes, providers often know what they want to work with but they don’t always know the “WHO”.
When that’s the case, it’s hard for your ideal clients to find you and/or to know that you are the right fit for them. Take some time to reflect on the type of client you want to work with. Think about their age, income, interests, and pain points. Once you have a clear understanding of your ideal client, you can tailor your marketing efforts and words to reach and to connect with them more effectively and authentically.
2. Are you excited about what you do/ the service you provide? Is the service you are providing in alignment with what you truly desire to do and is it helping your ideal clients move through and past their struggles/pain points?
3. Check your energy and mindset. Your energy and mindset play a crucial role in attracting clients. If you are feeling stressed and overwhelmed, this can be reflected in your business and marketing efforts.
1. Make sure you are aligned with your fees/rates and make sure you have a clear understanding of the value you provide and all that comes with working with you at that rate. (PS Not sure about this one? Stay tuned for another blog all about aligning with and setting aligned rates).
2. Ensure your messaging is clear and accurate: Your marketing/branding messaging should clearly communicate who you are as a provider/business owner and what it is that you do / offer. Your messaging should also show how you help to create positive change for your clients. Make sure your messaging is accurate and aligns with the needs of your ideal client. And that it is current + updated on all the platforms you utilize (website, social media, elevator pitch, listings etc.) Oh, and don’t forget an updated picture of you — if you are service based provider, people want to see YOU!
3. Tell people you have openings! Let anyone and everyone know you have availability/openings in your practice and be okay with sharing that you are ready for more/new clients often! Sometimes, simply letting people know that you have availability can be enough to attract new clients or get new referrals. Post on social media, send out an email, etc. Note: remember to share multiple times, don’t just think because you said it once or twice that it reached everyone.
4. If you are still feeling like you need quick clients “right now”, rather than lowering your rates, consider offering a short-term promotion such as new clients get two months at last year’s rate or buy 30 sessions and get 2 free etc. These lower rate or deal options should have a certain number available or are available for a set amount of time.
Remember, feeling stressed about not having enough clients is a common experience for business owners, especially for those who work as service-based providers.
By taking a step back and evaluating the things above, you not only shift your mindset to make clear and empowered action(s) moving forward, you also benefit your future clients (and your future self) by staying in your own authenticity, empowerment and integrity.