I recently got this question from Stacey, an employee in the process of transitioning from her job into self-employment. Stacey writes:

Hi Nicole,

I’ve been building up my business while being full-time at my job, and I’m planning on leaving my employer to move onto working for myself by summer. I’ve built up a solid client base, and while I’m happy I’ve been able to do it, I grow frustrated when I land a solid lead only for them to disappear. I do send emails and call them to follow-up, but I’m met with radio silence. Is there a way to stop potentia clinets from ghosting me? Any suggestions for keeping potential clients engaged enough for me to seal the deal?

Landing a new client is kind of like the dating process. While you’re excited at the prospect of working together, you (and the potential client) are still feeling each other out.

And just when you think everything is good to go, they can disappear without warning.

Of course, it’s frustrating because you’ve invested a lot of time into making it work (including submitting your cover letter and resume, a response to a proposal or work scope, and references, not to mention scheduling a meeting either in person or why phone/video). So you can’t help but feel some kind of way when it doesn’t work out.

The short answer to Stacey’s question is: No, you can’t stop potential clients from ghosting you…but there are some measures you can take so that, regardless of the outcome, you can walk away feeling good about your role in the process.

Here’s the long answer, broken up into two parts: 1) When you seek out an opportunity and 2) When an opportunity comes looking for you:

From the beginning, I’ve always had a passion for helping to lift up the lived experiences of women and girls of color. From a marketing standpoint, I never once thought that having this as a primary focus would limit me in any way.

What tripped me up, however, was trying to decide who would be my primary audience. While I knew women and girls of color was my primary focus, I knew I couldn’t work directly with them (as far as program design/evaluation and organizational strategic planning go. Speaking events are a different matter).

Instead, I turned to the “gatekeepers”, the organizations, agencies and community groups who work with them, and my focus shifted to helping these entities build the necessary skills and foundation to implement and measure the impact their programs, services, and strategies have on the lives of women and girls of color.

Despite this, I had some initial hesitation on working with the gatekeepers instead of my primary focus.

Why niching down is important

The short answer: Because you can’t help everyone.

A longer explanation: You can’t be all things to everyone. It’s very tempting to want to offer services and products to everyone that shows up physically (or virtually) at your door. Whether you’re a one-person show if you have staff, it’s beneficial to identify who your products and services are benefitting and directly impacting.

The best part: When you have a clearly defined niche, you position yourself as an expert in your field. And from a marketing perspective, it makes things a lot easier because your audience will identify you based on your niche.

How to identify your niche

Here’s a simple process I’ve used to niche down more broadly in my business, as well as specific to my services:

Have a question you’d like to be featured? Let me know.

Let me tell you a story:

In October 2015, I had decided to leave my day job by June 1st 2016. On my list of things to do was updating my website and getting professional pictures taken for the website and my social media profiles.

I live in New York, and I have plenty of friends who are in the creative and entertainment industries. So I asked a few of them for recommendations for a photographer. After viewing the portfolios of several photographers, I hadn’t landed on one I really wanted to work with.

A short time later, I was looking at my personal Facebook profile. I looked at my profile picture. It was from an event I had attended several months prior. I can’t remember if I was speaking or laughing at something, but I had an interesting expression only face. It’s one of my favorite pictures and I’ve gotten many compliments on it.

I didn’t speak to the photographer at the events but I distinctly remember her walking around and quietly taking pictures. And then it clicked.

I went back to the host’s event album and wrote down the name of the photographer, Jen Painter. I found her website and contacted her, sending her the link to my picture in the event album. I asked if she was available to schedule a session with me for later in the month. She shared her availability and pricing policy, and instead of booking half upfront, I booked the entire fee on the spot.

I met with Jen a few weeks later in the Brooklyn Heights neighborhood of Brooklyn for my shoot. She was nice and accommodating, and I felt very comfortable with her considering it was my first professional shoot. I enjoyed working with Jen so much that it was difficult for me to choose 5 pictures out of the many she’d taken of me for her to touch up. I found my favorites, and these pictures are the images you now see on my website, newsletter, and social media profiles.

“So, what does this have to do with hiring a consultant?”, you ask.

You see, a consultant can write a great proposal or work scope that fits what you’re looking for. They can even give their hourly or flat rate (which I’m beginning to see is a flawed way for clients choosing a consultant). But ultimately, none of this matters unless you have identified the value you’ll get in working with this person. So the #1 question to ask when hiring a consultant is this:

What value will I receive in hiring this person?

Knowing someone’s hourly rate or flat fee isn’t the most important part. Yes, you’re a nonprofit and budgets matter (though we all know that budgets can be moved around, so that’s not an excuse). Here’s why:

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