Lisa Cherney

Owning Your Value: How Saying “NO” Will Attract Your Ideal Clients

I made a quantum leap in 2009, going from eight years of just below my six-figure goal, to making that leap above six figures. I came to a place where I was willing to raise my price on my own unique marketing system. I claimed my own value, and I started to say “no” to a bunch of clients.

As most of you know, I made a quantum leap in 2009, going from eight years of just below my six-figure goal, to making that leap above six figures. I came to a place where I was willing to raise my price on my own unique marketing system. And I assessed and changed my pricing structure and what I was offering, versus trying to attract X number more clients. I claimed my own value, and I started to say “no” to a bunch of clients.

For example, I remember it being the end of December 2008 and the holiday slow down. Someone referred me a client who needed more traffic to his website. This would be online marketing, social networking, pay per click and all that stuff that’s not my passion or expertise. He didn’t want to stand out and find his authentic marketing voice and articulate his passion. He just wanted to get the clicks. And it was scary, but I referred him to somebody else.

In January 2009 I made the decision that I only wanted to work with clients who were really serious about making a change and upgrading their business. I was just ready to work with a different level of client. I wanted to work with people who were willing to invest in their themselves and their mission. They didn’t say, “I’m struggling to reach my 6-figure goal, but I don’t have money for marketing.” This business owner is NOT my ideal client and now I let them go.

I also realized that my ideal clients make decisions and take action. So when they are given an opportunity and they think they can really transform their business, they jump on it. Those are my people. You know why? Because they have the biggest success. And I also want to work with people who have decided they want to do whatever it takes to attract their ideal clients.

Saying “no” to clients may sound very illogical to some people. But take a hard look at who you are attracting – are they really right for you and does having them as a client make you excited or drain your energy? Once you are truly clear about who your ideal clients are and you say “yes” to them, it will have an amazing impact on the growth of your business. By claiming my value, charging more for my unique services, and only working with my ideal clients, I tripled my monthly income in 2009 – reaching nearly a quarter million dollars - in what is supposed to be the most challenging economic time. And because of those choices I am on track to double that in 2010 to a half million. 

What do you do with the client you say 'no' to? I've created some really great relationships with colleagues who are doing things that I no longer want to do. They are thrilled for the work and I get a referral bonus. And that in turn gives me more energy to focus on my business and my ideal clients. Start saying 'no' today!

Article Tags: Ideal Clients

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