Week 7: K NOW YOUR CLIENT AVATARS Orientation This is the midpoint of the program: 6 completed, 6 to go! Congratulations for reaching the half-way point. Keep going.

This week’s subject is extremely important to selling, but it is something most sellers don’t do. Doing

this will differentiate you from the competition in a big way.

Client Avatars An avatar is a composite representation of your client. You should have at least one avatar, and possibly

one for each offering you have if they are substantially different. An avatar is not necessarily a real person, but it is not

necessarily an imaginary person either. It’s a of:

some of the people who you have worked with,

and

some of the characteristics of your favorite clients or customers,

as well as

some of the characteristics you throw in that meet criteria for the people who you really derive

tremendous satisfaction and enjoyment from working with,

and

just as importantly – they derive satisfaction and achievement from working with you.

You relate best to them and they relate best to you.

Why Create Avatars? “If everything is important, nothing is important.”

If you make everything a top priority, everything is at the same level. So, what is the difference between saying,

“Everything is a top priority” and, “Everything is a low priority”? It’s about the difference between

those priorities. So, if everything is important, it’s actually quite the same as saying nothing is important.

If you are trying to attract the world, you are actually going to attract no one.

If you are speaking to the world from your authentic voice, it’s highly unlikely anyone will hear you.

Instead of speaking to the world, speak to a specific set of : people who you know and composites

– avatars. This will give you a specific focus on a type of person to reach and attract. (Note: The 22 factors are presented

on a worksheet at the end of this document.)

The characteristics and demographics you assign to the avatar are not limiting: you do not seek people who meet those

exact criteria. That’s not the point. You are trying to get into the , the heart, and the head of the

people who you want to work with the most. This exercise is painting a picture for you to give your subconscious mind a

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. You’ve heard the phrase “target market”. We’re painting a very specific picture of your target

market. It does not mean if someone deviates from one of these criteria, they don’t meet it.

Some of the criteria may be irrelevant to your offering, but it’s important to include them in the composite anyway.

Don’t judge your avatar based on these criteria; just create a composite image of who they are.

Note: It’s quite common that one of your avatars fits ; whether you are conscious of it, the avatar you

created may be you in a mirror. Your subjective perception of “the ideal client” may be kind of like you – or your ideal

version of yourself. If you were your actual client, you’d understand exactly what the person you’re working with was

thinking and feeling; how they communicated, thought, and processed information; what their personality type is; what

their strengths and weaknesses are; etc.

Take Action Prepare at least one client avatar. The worksheet that follows may help you. If you feel you need to have more than one,

that’s fine, but start with one first and get it very detailed and complete before starting the next. Using your new

understanding of your ideal client (your avatar), reflect on how you are currently serving your avatar’s needs and how

you can continue to improve the value you provide to attract more such people to you. Discuss with your Accountability

Partner(s) and commit to taking action this week.

MOVE OUT!

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Action Plan This week, you’ll work with your Accountability Partner(s) to create your client avatar(s).

1. Watch the video with the worksheet.

2. Reflect on the work you did last week regarding your “freemium to premium” strategy and how you will

continue moving that forward in the weeks ahead.

3. Hold (at least) two meetings with your Accountability Partner(s) to set your intention at the start of the week

and to check in and report how you’ve done at the end of the week.

4. Create at least one – possibly two or three or more – client avatars. Use the following worksheet and feel free to

add your own questions and identifying characteristics. Invest the time to really dig into this and create your

awesome avatars. Review past clients, emails, interview people you know who fit this description to ask

exploring questions about who they are and gain more understanding of them as a person (to attract and

communicate with similar people), etc.

5. Share details about your top avatar(s) with your Accountability Partner(s) and listen to their descriptions.

Encourage to create more depth where needed by asking your AP exploring questions about the avatar.

6. Develop more details in areas you identified where you need to know your avatar better.

7. Consider how you are currently serving your avatar and how you can continue to serve, adding more value, and

attracting more people like this to you.

8. Print and post your avatars where you will see them regularly as a reminder of who you want to do business

with and who you best serve and connect with.

9. Revisit your avatars regularly (put it on your calendar NOW) to get re-focused and back in touch with them

and/or change them as needed.

10. Create new avatars for new offerings.

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My Client Avatar1. Name:

2. Age:

3. Marital Status:

4. Children:

5. Pets:

6. Housing (rent/own; size & value):

7. Vehicle (own/lease/loan; type; make & model; year):

8. Job Title:

9. Spirituality (spiritual/religious; how important to them):

10. Travel Habits (frequency; destinations):

11. Hobbies / Personal Interests:

12. Read:

13. Listen:

14. Watch:

15. Core Values:

16. Fears & Worries:

17. Hopes and Dreams, Desires, & Aspirations:

18. Influential People (fear, admire, impress):

19. Frustrations, Anxieties, and Concerns about what you provide (history & objections):

20. “What I want from you is….”:

21. “What you can do to gain my trust and comfort is ….”:

22. “To exceed my expectations, you should ….”:

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