The most common complaint I hear when coaching service professionals is they aren’t getting enough (or any) clients. That’s when I ask "Who is your Target Market?" I’ll often hear something like "small business owners," "entrepreneurs," "homeowners," "women," or some other general group. In the most extreme cases, some have said "Everyone!" or "Anyone with the money who needs my services!" The truth is, you can't be all things to all people... and if you really take the time to think about it, you don’t want everyone to be your client -- even if they can afford you.

Many entrepreneurs, especially those just starting out, hesitate choosing a target market, because they’re afraid to take the plunge -- they feel they’re leaving valuable business behind, or they think it means refusing business to those who don’t fit their target market. In fact, nothing could be farther from reality.

Let's start off by defining what a target market is. Your target market is a group of potential clients who share common characteristics, making them most receptive to the services you offer.

At this point you can pick any target market, just for the sake of choosing one (a dart board works well). But here are some criteria to first consider:

1) Are there enough people/businesses to sustain me in this target market?
2) Do I know and understand this target market on all levels?
3) Does this target group really need what I have to offer? Do I offer solutions specific to their needs, challenges, issues, problems?
4) Can they afford my fee?
5) Do I easily have access to this target?
6) Do I LIKE servicing this group?

How does choosing a target market help you get more clients? Simply put, if you specialize and concentrate your efforts on helping a specific group of people, they will assume you're better at what you do and will think of you first. By narrowing down your audience, you'll now be focusing and directing your attention, energy, time, money, and marketing on prospects most LIKELY to use your services.

Some argue that choosing a target market is too limiting. And, yes it's true, you may be leaving some business behind. My question is "Is that such a bad thing?" There's enough business to go around for everyone. It really is a choice. Do you want to spend all your time, energy and money on marketing to everyone, or would you rather streamline your efforts to get the greatest response possible? Choosing a target market helps you be more efficient so you're actually attracting more clients than you would with the shotgun approach (point, shoot, and hope you hit something).

There are many ways you can use to choose, identify or discover your target market (I've come up with at least 5 ways, but I'm sure you can find more). The importance is that you do so as soon as you can, so you can start getting more clients and establish yourself as an expert in your specific field.

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Copyright. Cristina Favreau. All rights reserved.

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Cristina Favreau is Mom to 17-month old Zachary and is expecting a girl in 2 weeks. As a small business coach and licensed Get Clients Now! facilitator, she helps service professionals make marketing & self-promotion easy to understand & implement, starting at your level. Within 3 hours, she’ll help you identify where you’re stuck in the marketing process & come up with an action plan of immediate strategies to gain momentum. Visit www.cristinafavreau.com or blog.cristinafavreau.com.