Last week I talked to three different mumpreneurs. Same story from all of them: “I have a great service, I’m good at what I do, but where are the clients?”
Sound familiar?
If you’re like me, you’ve probably asked yourself this question more times than you’d like to admit. You know you’re capable. You deliver great results when you get the chance. But somehow, getting that chance feels impossible.
Here’s what I’ve noticed. Most of us get uncomfortable when it comes to selling [4]. We either come across as too pushy or we’re so worried about being salesy that we barely mention what we do. Then we wonder why nobody’s buying.
But here’s the thing – if people don’t want what you’re selling, no amount of marketing will help [1]. The real issue isn’t usually what’s happening outside your business. It’s what’s missing inside [5].
I used to think I just needed better marketing tactics. More social media posts, maybe some ads, perhaps a new website. What I discovered was much simpler and much harder at the same time.
There are three things that make the difference between struggling for clients and having them come to you naturally. We’re going to talk about finding your people, showing them exactly how you help, and having conversations that don’t feel like you’re trying to sell them something.
If you’re ready to stop wondering where your next client will come from, let’s figure this out together.
Stop Trying to Sell What You Want to Make
I made this mistake for years.
I’d create what I thought was brilliant, then spend months trying to convince people they needed it. The harder I pushed, the more they pulled away.
Product First = No Clients
Here’s what changed everything for me: I started asking people what kept them up at night instead of telling them what I could do for them.
The businesses that actually grow? They don’t start with their brilliant idea [1]. They start with someone else’s problem. Customer-focused companies see higher profits and keep clients longer [2]. Those that make customer service central to their strategy? They grow 3.5 times faster [2].
But how do you actually figure out what people want?
I learned to ask directly. Not in some fancy way, just genuine questions [1]. I started mapping out how potential clients moved through their challenges [1]. I listened to what they complained about online [3]. Most importantly, I stopped assuming I knew their problems and started letting them tell me [4].
People don’t buy things. They buy solutions to problems that are bothering them [1].
A mentor once told me something that stuck: “You can’t prescribe before you diagnose” [5]. Made perfect sense. I was trying to sell solutions to problems I’d never properly understood.
Your first job isn’t creating something amazing. It’s figuring out what problem you’re actually solving. Once you know that, everything else – who you serve, how you help them, how you talk to them – starts to make sense.
If you’re struggling to get clients, this is probably where it starts. Not with better marketing. With better listening.
Show Them You’re the Answer They’ve Been Looking For
Once you know who your people are and what keeps them up at night, here’s where most of us mess up. We start talking about what we do instead of what happens when they work with us.
I made this mistake for years. I’d tell people I was a business consultant who helped with strategy and operations. Their eyes would glaze over. Why? Because that’s not what they cared about.
They cared about finally getting their weekends back. They wanted to stop feeling like their business was running them instead of the other way around. They needed to know their team could handle things without them having to micromanage every detail.
Same service, completely different conversation.
Here’s what I learned: People don’t buy what you do. They buy what their life looks like after you do it.
Your positioning needs to answer three questions, and your clients should be able to answer them in under 10 seconds:
- What problem do you solve that makes their life measurably better?
- Who exactly are you talking to? (Hint: “small business owners” is not specific enough)
- Why should they choose you over the dozen other options they’re considering?
I know it feels scary to get this specific. You think you’ll lose potential clients by narrowing down. But here’s the thing – when you try to help everyone, you end up helping no one very well.
The businesses I know that never struggle for clients? They’re known for solving one specific problem for one specific group of people. When someone in their target market has that problem, guess who they think of first?
This is what makes the final piece possible – having sales conversations that feel natural instead of forced.
Stop Trying to Sell and Start Having Conversations
I used to think I needed to learn “sales techniques.” You know the type – those scripts that make you sound like every other salesperson out there.
Here’s what I discovered: the moment you sound like you’re “selling,” people put their guard up [6].
Traditional Sales Approach = Resistance = No Trust = No Clients
Most people today don’t want to be sold to [7]. They’ve changed how they make decisions. They do their research first, and they only talk to you when they’re ready.
When you follow a script, you take the humanity out of what should be a real conversation between two people [6]. Nobody wants to feel like they’re talking to a robot.
So what works instead?
Think about how your ideal client experiences working with you. What happens first? What comes next? Map this out so you know exactly where people might get stuck or confused [8].
Here’s what matters most: 80% of customers value how you make them feel just as much as what you’re actually selling [8]. When you get this right, everything changes – people are happier, you make more money, and it costs less to serve them [9].
The secret is trust. When people trust you, they say yes. When they trust you, they tell their friends about you [10].
Remember: no scripts, no pressure. Just genuine conversations about how you can help.
If you’re not sure where you stand with all of this, you might want to take the Business Health Check Score Card to see what’s working and what needs attention.
Here’s What I Wish Someone Had Told Me
These three pieces aren’t complicated. But they’re not easy either.
I spent years thinking I needed fancier marketing tactics. Better websites, more social media followers, maybe some expensive ads. What I really needed was to get clear on who I was trying to help and why they should care.
No Clear People + Unclear Help + Awkward Conversations = No Clients
The hardest part? Being honest about where you’re stuck. Maybe you’re trying to help everyone and ending up helping no one. Or you know who you want to work with but can’t explain why they need you. Or you have great conversations that somehow never turn into work.
Take a moment to think about it. When someone asks what you do, do you light up because you know exactly how you help specific people? Or do you stumble through an explanation that leaves both of you confused?
Here’s what I’ve learned: people don’t buy from you because you need clients. They buy because you solve a problem they actually have. When you get that alignment right, everything else gets easier.
The marketing tactics everyone talks about? They only work when you have this foundation. Without it, you’re just throwing spaghetti at the wall and hoping something sticks.
Start with understanding the people you want to help. Really understanding them. Then get clear on how you help them in a way nobody else does. Finally, practice having conversations about it until it feels natural.
Your next client is looking for exactly what you offer. Make it easy for them to find you.
Let me know how it goes. I’d love to hear what happens when you get clear on these pieces.
Key Takeaways
If you’re struggling to get clients, the problem likely isn’t your marketing tactics—it’s missing fundamental business foundations that create natural client attraction.
• Start with client needs, not your product – Understand your customers’ problems first through surveys, interviews, and journey mapping before creating solutions.
• Position your offer as their specific solution – Clearly articulate what problem you solve, for whom, and how you’re different from competitors.
• Build a natural sales process that creates trust – Replace pushy tactics with genuine conversations that feel helpful rather than transactional.
• Focus on outcomes, not features – Clients buy transformations and results, not products or services themselves.
• Define your niche to attract ideal clients – Trying to serve everyone dilutes your message and wastes resources on unqualified prospects.
Success in client acquisition comes from alignment between what people desperately need and what you confidently offer. When these three foundations work together—deep client understanding, clear positioning, and trust-based selling—client acquisition transforms from a struggle into a natural business process.
FAQs
Q1. How can I attract new clients to my business? Focus on providing excellent customer service, offering high-quality products or services, and building a strong reputation. Implement targeted marketing strategies, leverage referrals from existing clients, and engage in networking events within your industry.
Q2. What are the essential elements of a successful client acquisition strategy? A successful client acquisition strategy includes understanding your target audience, developing a compelling value proposition, creating a smooth sales process, and consistently delivering value. It’s also crucial to build trust and credibility through various channels, including online presence and industry recognition.
Q3. How important is understanding customer needs in attracting clients? Understanding customer needs is critical. Businesses that prioritize customer needs experience increased satisfaction, improved retention, and higher revenue. Take time to research your target market, conduct surveys, and analyze customer feedback to tailor your offerings and messaging effectively.
Q4. What role does positioning play in attracting clients? Positioning is crucial in attracting clients. It involves clearly articulating how your product or service solves specific problems for specific people. Effective positioning helps you stand out from competitors and resonates with your ideal clients, making it easier to convert leads into customers.
Q5. How can I create a sales process that feels natural and builds trust? Create a client-friendly journey by focusing on building relationships rather than pushing for immediate sales. Use conversations to understand client needs, provide valuable insights, and demonstrate your expertise. Avoid pushy tactics and instead guide prospects through a process that feels helpful and tailored to their specific situation.
References
[1] – https://medium.com/@kavitharajeevkumar055/the-7-worst-mistakes-why-you-are-not-getting-clients-and-how-to-avoid-them-b55803d09d74[2] – https://www.breakthroughmarketingsecrets.com/blog/youre-still-struggling-get-clients/
[3] – https://www.zenbusiness.com/blog/3-critical-reasons-why-youre-struggling-to-find-new-clients/
[4] – https://www.zendesk.com/blog/customer-needs/
[5] – https://www.superoffice.com/blog/how-to-create-a-customer-centric-strategy/
[6] – https://blog.hubspot.com/service/customer-needs
[7] – https://online.hbs.edu/blog/post/effective-methods-for-assessing-customer-needs
[8] – https://www.mtdsalestraining.com/mtdblog/how-to-differentiate-what-the-customer-wants-and-what-the-customer-needs.html
[9] – https://www.awayre.com/sales-strategies-increase-sales-revenues/
[10] – https://vengreso.com/blog/modern-sales-approach-vs-traditional-selling
[11] – https://blog.hubspot.com/service/customer-journey-map
[12] – https://www.qualtrics.com/experience-management/customer/customer-journey-mapping/
[13] – https://www.rainsalestraining.com/blog/trust-building-in-sales
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