Has your ideal client changed during COVID?
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The nearby "Rail Trail" walking and biking path, just over the border in Vermont. Photo by Drew. With our dog Shae, an Australian Cattle Dog mix that loves to run. We've had our first frost this week and the colors are starting to change - so beautiful!
I recently read an article on Forbes about how American Airlines's customer base has completely changed since COVID.
Before COVID, they catered to business travelers.
Post COVID, there are not many business travelers.
Guess who is flying now?
Millennials.
Millennials who are brand new to flying regularly, comfortable with a little risk and who are loving the low fares.
It's a complete change in their customer base that's keeping them afloat.
And so it left me wondering -- where might this be showing up for us coaches, consultants and practitioners?
Has your ideal client base changed during COVID?
Does it need to for your work speak to those who have the time, energy and resources to invest in your services right now?
It could be a slight tweak or a big shift.
Might there be a new opportunity hidden in plain sight for you?
It would be great to schedule a little thinking time to take stock.
Change is happening so swiftly these days.
Just 60 days ago your business may have been different.
Try this: Look at the past 90 days and see if you noticed any changes.
Is there more than one type of client in your roster?
Look at their vocation:
For example, are they all women with a business or something else?
When I start working with clients on updating their message, I always find a vocation that outnumbers all the outliers in their practice.
Look at their challenges:
Check to see if there is a subset of clients facing the same specific challenge.
In my own little business, I'm still attracting clients who are working moms in coaching, consulting or private health practice.
I have noticed a marked uptick in TWO segments of moms:
1. Moms who have teenagers or pre-teens (who do not need constant supervision during homeschooling and remote learning life) and are using this time to make a change, and to focus on something positive.
2. Moms in their late fifties and early 60s with grown children out of the home (in fact they're having grand babies!) and they are embarking on a second act in their career.
And of course, I always have a few women without children that I work with, who mother in different ways.
All of them are taking the helm of their career.
So this little note is a friendly reminder to check-in on your message.
Grab a cup of tea, paper and pen and take an hour to reflect and see if you find any new insights.
Your message is what precedes all clarity in your offers, marketing and ability to earn well in any economy.
If you want help with this, you can reach out here.
As a reminder (because who doesn't need reminders these days), I help experienced coaches, consultants and practitioners take off in a new direction.
And I show successful career professionals how to transition into a brand new business of their own.
Onwards!
Warmly,
Karin
*** More Resources for Whenever You're Ready ***
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