How To Land Your Dream Client: a Step-By-Step Guide

If you’re thinking of starting your own business and the thought of pursuing clients terrifies you, I’m right there with you. I get it. Until very recently, I never put myself out there publicly. But since we all know nothing great ever comes from playing it safe, I decided to put myself out there, to be bold, to have confidence, and to go after the type of clients I really wanted.

Since I’ve started my business and decided to truly go for it, I’ve learned how to land dream clients. (Truly.) Finally stepping into that confidence of being a female entrepreneur and jumping off that cliff has taken the caliber of my business to the next level. I want to share what I’ve learned, because you can do it too.

1. First, level the playing field. First things first. When we stop to ogle celebrities or get awestruck at someone famous, I think we forget the first basic rule: we are all humans. That person, however rich or accomplished, still has to eat to survive. They pay bills, they go to sleep at night, they are subject to all the moods and complexities of living life. Remember that we really are all on the same playing field, and that all people are just...people. It doesn’t matter what their title is or how many fancy cars they have. Remember that you are the one hoping to teach them something. They need you.
2. Second, dream big. To land your dream client, you have to know who your dream client is. And don’t be afraid to dream huge, as long as you’re willing to get specific about why that client is your dream client. Everyone has different business aspirations and different motivations. Why is this client your ultimate goal? What about this person excites you? And, by naming who this client is, you’re manifesting your desires and holding yourself accountable. Once you’ve done that, you will be surprised at what you can accomplish. When I first went off on my own, I did this exercise, and my dream client seemed completely out of reach. A year later, they were my client. It all started by naming them (again, goes back to that “we’re all the same” idea).
3. Next, trust your gut. Identifying who my core client was mainly a gut feeling. I knew who I wanted to land and more importantly why. What it would do for my company. What it would do for my own skillset. What it would do to catapult me out of my comfort zone. We hear it all the time: trust your gut! But when it comes to working with people, it is a tried and true barometer that you should always lean into. Now, it serves as the leading force for who I take on in my business.
4. Then, find your gifts. We all have them. Find them and trust them. My gift is connecting with others in a truly authentic way. When I went off on my own, I was surprised to realize just how extensive my network really was. I leaned into the fact that connecting with others on a deep level is something I’m naturally good at. Knowing that helped me utilize my strengths and trust my own abilities. When I was able to hone in on that, I found some comfort in knowing that landing a client wasn’t about the fanciness of my presentation, but how I made the client feel. This gift is how I differentiate myself—and trust me, you need to differentiate yourself too. There are a million PR agencies out there, and we all have national clients. Why would a client in LA choose to work with a boutique PR agency from Chicago? It’s vital to learn what makes you different, to trust your capabilities, and sell your differences from the jump. Remember: you are choosing the client as much as the client is choosing you.
5. Finally, authenticity is best. At the beginning of any business, it’s enticing to say yes to everything the client wants. You’re in a growth mindset, and in order to grow, we have to take on clients that aren’t perfect, right? Some clients do take advantage of a yes-yes attitude. Some have treated my team terribly. I quickly realized that this was absolutely not okay, and I had to make a decision. Do I take the abuse in order to grow, or do I take the financial hit? To mitigate this, you have to be very forthcoming with your clients about what you can and cannot provide for them, what you will and will not accept. When you’re transparent with them about what you want and what you are able to do for them, the right clients will reveal themselves. It was scary to admit to the world that I only wanted to accept clients who viewed Mekky Media as a true partner in their PR quest, but it allowed me to filter out incompatible clients.

There is no one universal dream client. Find what motivates you—is it working with the highest caliber client (like a celeb) or is it more ethereal and intangible, like following your core values? When you’ve identified your dream client, you can create an action plan to make that dream a reality.

While you probably won’t land your ideal client tomorrow if you’re just starting out, trust the process. Continuously adjust the plan as you gather new information about what’s important to you, and trust that every step you take is integral to the process.

It’s all a journey, right?