In this column, coach Jody Eagen, relates how his entrepreneur clients have made themselves more effective. In this issue, the coach’s message is that defining the type of client you want to attract will allow you to focus and make the most effective use of your energy when working on increasing business.

Previously, Atheena, our aspiring entrepreneur had revived her confidence after gaining clarity and focus on her mission statement, strengths and primary business offering. A quick study, Atheena prepared a strategic action plan that she now uses to keep all areas of her business in focus and to drive weekly tasks. In a short period of time, she has started to exceed her goals. Leads are coming in and work is piling up.

Yet, something is amiss. Clients who are excited one day are suddenly not calling back. Potential partners speak of great futures together, yet ignore hot joint venture opportunities. Atheena is apprehensive about following up with them and realizes she has some self-limiting beliefs around this.

The first of these beliefs is that one more call would be pestering. However, Atheena had no evidence to suggest that she was, in fact, pestering her clients. Rather, she was making an assumption about how her clients wanted to be managed. She realized that if she clarified their service expectations with them and, thus, obtained their permission to call she could manage her clients without fear of being a pest.

Her second belief was that the lack of call backs from leads meant her services were being rejected. Again, she had no evidence to suggest this was true. Becoming aware that rejection of her services might just exist in her mind, it was easy for Atheena to start to verify with leads if this was the case and start to understand why. She also realized that if she had to spend a lot of time convincing a lead to use her services, they might not be a client she wants. Rejecting some leads allowed her to focus energy on really good leads and clients.

Atheena’s third belief was that her clients had issues with the cost (time and money) of her services. Atheena admitted that her fear of early rejection had prevented her confirming this up front. Seeing a pattern, she realized she needed to know sooner rather than later if leads could afford her services.

In defining who we are and what we want, by default we also define who we are not and what we do not want. The firm establishment up front of fees, time and relationship expectations set client boundaries for Atheena that most unwanted clients will not cross. This allows all her energy to be focused on attracting and managing clients she wants and results in effective client management.