How To Win Dream Clients: Guide For Coaches & Consultants

Every business owner has an idea of what success looks like, even if they can’t articulate it. And for many, success means pulling in dream clients. In fact, that’s one of the main reasons you want to build a personal brand as a coach or consultant – so you can pull in those dream clients!

You’ve probably heard that you need to build a great brand image or become a thought leader. This is true and there is no shortage of ways to do that.

You’ve probably heard that you need to address your clients’ pain points so you can provide a solution to their problem. That’s also true and here’s a guide to help you do that.

But how do you actually win over dream clients in a systematic, repeatable way? That’s the question I’ll be answering in this eight-step guide.

1. Define what a dream client looks like.

The entire idea of a dream client is subjective. And much like dreams themselves, it’s easy to have a clear vision at one time, only to forget all the details later.

So if you really want to pull in dream clients, you have to define what that means and write it down somewhere you can access it later.

You want to see dream clients as people, or perhaps as well-fleshed out characters in a book, rather than abstractions. Start by looking at the industries they work in. Tech, healthcare, education, something else? The world they spend their time in will tell you a lot about their challenges and needs.

Consider what kind of roles they tend to have in their companies. Are they executives or decision-makers? Do they run their own businesses? Are they overworked middle managers? Think about what their days look like and what kind of pains and opportunities they might face on a daily basis.

Think about their values and decision-making processes too. Some people love moving quickly. Others want to take their time on decision-making. Some people have a lot of money to spend, and others don’t.

What you ultimately want to find is someone who fits these four qualities:

  1. Wants what you’re offering
  2. Is able to pay for it
  3. Is ready to hire you and willing to do any necessary work
  4. And who is teachable or otherwise flexible enough to change

Easy Step 1: Make a buyer persona.

2. Specialize and niche down by offering services tailored for dream clients.

Ideally, you want to think about who your dream clients are before you design service packages. This will allow you to specialize and create a niche perfectly tailored for their needs.

To do this, you will need to focus on a specific problem or industry where you can offer expert solutions. As an example, let’s say you have extensive experience in digital marketing. If that were the case, you could focus on helping retail businesses enhance their online presences.

Specialization is a form of magic. Not only does it give you a chance to sharpen your skills but it can also make your services more attractive to potential clients who are looking for experts, not generalists. (And let’s not forget the fate of doctors here – the specialists get paid more, even if you see your primary care more!)

You will need to then customize your service packages to meet the unique needs of your target market. The goal is to make your offerings so closely aligned with your dream clients’ needs that the decision to hire you becomes a no-brainer. Specifics matter. They’re what make you different from all the competition!

Easy Step 1: Find 5 competitors and make a table so you can compare their solutions, unique selling propositions, strengths, weaknesses, and features.

Competitor Comparison Table

3. Build a strong brand around messaging your dream clients find compelling.

Aesthetics matter, but making your audience feel heard matters more. You need a unique selling proposition (USP) that clearly states the benefits of your services and how they are tailored to address your dream clients’ specific challenges.

Once you do that, you can think about the other aspects of building a brand image, such as:

  • Company name
  • Logos and iconography
  • Brand voice and messaging
  • Style guidelines (look and feel)

If your dream clients are innovative tech companies, for example, your branding should reflect a modern, forward-thinking attitude. Conversely, if you are targeting traditional industries like manufacturing, your messaging might emphasize reliability and long-term ROI.

If there is anything here you should spend a lot of time on, it is figuring out your clients’ hopes and fears, goals and dreams. That will allow you to figure out what messages resonate. Then the other parts of the process will be considerably easier.

Easy Step 1: Ask your current or potential clients what the biggest issues they run into are.

4. Create high-quality content.

Once you’ve defined your dream client, come up with the right service offerings, and settled on brand messaging, winning dream clients becomes a lot easier. That’s because your main responsibility from this point forward will be to stay on message and push good-fit prospects to take action, like booking a call.

Creating content can be an excellent way to establish your expertise and passively pull in clients. After all, if you are the one creating tutorials, a lot of people will want to solicit your advice when they feel stuck in your area of expertise.

When it comes to creating content, there are three primary considerations: type of media, time to produce, and information provided.

  1. Type of Media: There are lots of kinds of content, such as short videos, blog posts, in-depth white papers or case studies. Whatever you choose to make, you want to make sure it’s the type of media your dream client is likely to be interested in.
  2. Time to Produce: Content can take a long time to produce, so you want to make sure that any content you take the time to create doesn’t exhaust you or take up all your time.
  3. Information Provided: Any information you share needs to be either informative or entertaining. Consider looking at the kinds of content that get popular and the kinds of content your dream clients are looking up.

The goal is to make content that addresses your clients’ common problems with clear solutions.

Easy Step 1: Figure out what kind of content your dream clients are engaging with.

Content Type Table

5. Accumulate testimonials and case studies.

Pulling in dream clients will become easier over time, since you will be able to use the success of Dream Clients 1, 2, and 3 to pull in Dream Clients 4, 5, and 6. In order to do that, remember to collect feedback from satisfied clients so that you can highlight your impact and expertise.

As your business develops and grows, you will be able to showcase success stories that demonstrate measurable results and real client satisfaction. This is not necessary to start a business, of course, since you have to win clients in the first place! But once you’ve been in business for a year or two, this is something you will want to take advantage of.

Easy Step 1: Ask happy clients for reviews.

6. Network with others, but do it strategically.

Strategic networking is tremendously helpful for connecting with dream clients.  To make the most of your time, focus on attending industry-specific events, such as conferences, seminars, and workshops, where you’re likely to meet potential clients. These gatherings provide opportunities for face-to-face interaction, which can lead to more meaningful connections than online chatter alone.

There are still plenty of places to network online, though. Participate actively in online forums and social media groups related to your niche. Having a presence in communities like this will help you stay visible and relevant, providing opportunities to share your expertise and insights with potential clients.

Online or offline, when networking, aim to be helpful rather than just promotional. Offer advice, answer questions, and share valuable resources. Doing so will build your reputation as a knowledgeable and reliable professional in your field.

It’s not about collecting business cards or followers. You want to forge quality connections with others, which can lead to business opportunities. Don’t forget to follow up with contacts that you’ve made!

Easy Step 1: Pick one networking event and go to it.

7. Monitor your sales pipeline and adjust your efforts based on what you see.

Everything we’ve talked about up to this point will help you get dream clients into your sales pipeline. But you want to make sure that they don’t drop out of it too.

Track your interactions, from first contact to final decision. This will help you spot patterns and find areas where you can improve.

Conversion rates are really important here. If potential clients lose interest at certain points, you might have an issue with your price, your pitch, or something else. 

Use what you learn to tweak your marketing and sales tactics, how you communicate, and even the services you offer to better match what your clients want and expect. When you take the time to adjust your strategies based on real feedback and performance, you improve your odds of attracting your ideal clients and expanding your business.

Easy Step 1: Look into CRM software such as Pipedrive.


8. Ask for referrals.

There is no form of marketing on the planet better than word of mouth. Referrals are gold.

Make the referral process as easy as possible for your clients. Provide them with simple tools and templates they can use to share their positive experiences with others.  One way you can do this is to create a referral link they can easily send to peers or colleagues, or draft a brief testimonial template they can personalize and share.

But on an even more basic level, you really only need to do one thing right here. When you get a dream client, remember to ask them to refer you to their peers.

Easy Step 1: Ask for a referral!

Final Thoughts

Winning dream clients won’t happen by accident. But that doesn’t mean that you have to be unnaturally talented to make it happen either.

Ultimately, if you want to win dream clients, you need to clearly define what a dream client looks like. Then you can build service packages and a brand based around their hopes and wants, fears and dreams.

Once you do that, you’ll be well-positioned to do all the things that come to mind when people think about marketing. That is, creating content, racking up testimonials, networking, and closing deals!

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