1. John wanted to get more high-quality clients

2. Who are your best clients and describe what they have in common?

3. How do I get more clients like my best clients?

4.  John needs to work on profiling his ideal client. What do they have in common, where do they reside, and what are the common ways to communicate and connect with their ideal client? We use the "Birds of a feather, flock together" strategy to find his ideal clients.  Our marketing consulting services answer the questions John has about his clients and show him how to leverage the commonalities among his best customers to create a lookalike audience. We can then use the digital marketing services to more effectively target, message, and create interest in his products and services. . 

1. She was thinking about selling her house this summer. 

2. Are you selling your house this summer?

3. Do you need guidance to help you through your decision to get your house ready to be put on the market?

4. The client wanted peace when it came to making sure her house had the best curb appeal to get the best price for her house once it went on the market. 

Context:
In a recent tax planning meeting with a business client, we were reviewing their projected tax liability and discussing entity structure for this year.

What exact question did you ask that made a difference?
“If we reduced your tax bill by $30,000 this year, what would that allow you to do that you can’t do right now?”

What was the question that revealed their Commander’s Intent?
“Three years from now, what does ‘winning’ look like for you personally — not just for the business?”

What is it?
Their real priority was more than minimizing taxes — it was creating enough predictable cash flow to step back from daily operations and spend more time with family while preparing the business for a potential sale, while being confident their tax return filings were not going to get audited.

I’m working with a business owner who wants to grow his company without burning himself out. I asked him, “If you were giving yourself advice based on last year, what would you tell yourself to keep doing — and what would you tell yourself to stop doing?” That’s when he stopped talking about tasks and started talking about patterns. 

That led me to ask, “If everything went right over the next few years, what would success look like for you — in the business and at home — and what do you not want it to cost you?"

What really matters to him goes beyond growth and making more money. It’s building a business strong enough to hand to his kids one day — if they want it — but not at the cost of being there for the everyday moments with his kids, compromising his health, or sacrificing the relationships that matter most right now.

How long have you had that brown spot on the ceiling.  Through questioning I found out it had been there since the last storm but his long distance girlfriend was coming to his house this weekend and he had a big dinner and proposal planned.  His intent was to have a safe home they could live in in the future.  We got the roof fixed and ceiling painting.  Hopefully Monday I will get a call telling me she said yes.

1. Sarah has built a wall up over trust when it comes to allowing contractors in her home.

2. Was it quality,pricing,consistency,professionalism or more than one of the above?

3. Sarah ultimately just wants somebody that not only has quality ,fair pricing as well as shows up when they say they are but at the same time she wants to still be able to go to the office and work while you are in her home.

4. I believe at the end of the day everybody just wants the truth. Sometimes the truth is going to hurt, but being able to read your clients and know how to articulate the truth in a way that isn't as devastating can be a game changer. Honesty builds trust and trust builds  everlasting relationships.

In residential real estate we often get to the scenario where the clients have said "We love this house and want to write an offer, but want to sleep on it tonight." To which I said, "If you sleep on it tonight, are you willing to miss out on negoitating a contract that could secure this house for you?" Most clients don't remember that an offer is NOT an accepted contract and time is of the essence. I then followed by "If you don't even get the opportunity to offer on this house, how will it affect your plans?" Their Commander's intent was that they wanted to be in a particular school district well before the start of the school year. With inventory low and not many houses fitting their criteria, it was critical for them to move on something that was a great fit. Good news: they offered and got it!

Context: Doing an annual review with a client, I shifted the conversation from policy limits and premiums to their broader goals and risk priorities.

Difference Making Question: If a worst case scenario were to occur and you were to be sued, how would you want it handled? 

Question Revealing Commanders Intent: What goal are you trying to make sure never gets derailed?

Commander's Intent: They didn't want to have to worry about the unknown. They wanted certainty that they had the coverage from their carrier to pay out so they wouldn't have to. They want to use their excess savings and retirement money to travel the world with thier family and grandkids

I always like to ask my clients whats their "why" in business. Businesses dont start with spreadsheerts, they begin with an optimistive vison - freedom, impact family legacy, purpose. But over time the weight of daily operations can cloud that original spark. Growth stalls. Excitemaing fades. They move from inspired to exhautsed. 

Understanding their "why" help me see their 5-10 year outlook clearly. 

Are they building towards something menaingful? Are they in survial mode? Stabilizing cashflow? or Are they ready to scale with intention? 

My role isnt just to provide capital or be another debit card in your wallet. Its to align finaicial strategy with purpose. 

A patient of mine started care with a shoulder mobility issue that was disrupting his daily activities.  I knew the shoulder issue would be resolved quickly, so I asked the patient what his wellness goals were beyond his shoulder.  His Commander's Intent was to improve his golf game to shoot below par and to improve his recovery so he can continue to play 4-5 times a week.  With that in mind I was able to tailor his chiropractic care to increasing his range of motion through his golf swing and educating him on the best ways to stay well.  

Getting to the WHY my clients want to change the way they are working with their money is very important.  This solidifies the reason for what they want to do and what they can cling to when they get bogged down in the "messy middle."

A key question I ask is what their definition of success with their finances looks like. Digging down multiple layers into that answer will get to their true why.

A first time homebuyer reached out to me regarding the Georgia Dream Loan Program and wanted more information.  I responded with where do you want to purchase a home?  What city in particular would be your best choice?  After hearing their answer, I went over a few other programs that could potentially fit thier scenario.  What I found out is their true desire was a need for down payment assistance not just using that particular program.  

1. My client "Bridget"(names are changed), believed she "just wanted more money" to live a more comfortable lifestyle

2. I asked her to describe that lifestyle, specifically. What it boiled down to after asking "why is that important?"

3. She really wanted to be able to afford to move to the beach, sprefically Myrtle Beach becasue she wanted a place where her grandchildren could come and visit and her favorite memories always came back to spending time at the beach, so she wanted to help build rich memories for her Grandchildren. 

4. The "why" is never to just have more money because money is no different than a hammer or pair of scissors, it's just a tool - and once you identify what needs to be done, you can put your resources into play to accomplish those goals. 

I always end every conversation by saying, “Let me answer a few questions you didn’t ask.” I keep it short and focus on the inside “scoop” my customers usually care about — what’s really happening with their car and what I’d do if it were mine.

Then I ask one key question that reveals their real intent: “How do you want this car to fit into your life over the next few years — is it something you want to invest in, or would you rather put that money toward a more reliable ride?”

Their answer tells me how they think about lifestyle, risk, and investing in repairs versus financing something newer, so I can recommend a plan that actually fits them.

Recently my discussion with a potential customer didn't focus on their office equipment at all. 

It focused on the practice manager's job and what keeps her busiest at the office. 

After she replied with the most pressing daily/weekly/monthly duties, it became clear that managing copiers and printers was something she didn't have time to do. 

"Have you ever had toner automatically show up to your office?" I asked, knowing the answer.  Her old vendor would ship it but only after she requested first.  Sometimes that request came when they were completely out and unable to print.

I shared with her our process for automatically shipping toner, and how we've automated so many other support processes that lead to better customer support/service for her- basically no management on her end.

What really matters to her is having a vendor that does their job, and does it right-requiring no input on her end.  When we do our job right, the printers fade away in the background, and work. When things are setup correctly, people can scan, print, and toner shows up to their door weeks before they need it.

Her commander's intent is not having to manage the printers- because we do. 

In a recent conversation, I was helping Clara compare Medicare plan options for the coming year.

What exact question did you ask that made a difference?
“Clara, if everything went perfectly this year, what would that look like for you?”

What was the question that revealed their Commander’s Intent?
After we reviewed doctors in network, prescription costs, and total out-of-pocket exposure, I asked:  “What worries you the most about making the wrong choice?”

What is it?
Her Commander’s Intent wasn’t just saving money,  it was protecting her long-time relationships with her doctors and avoiding unexpected costs that would create stress for her and her family.

In the merchant service industry, seven of the ten most common suppport issues is related to funding. The question I ask potential clients is "How do you take payments now?" They don't anticipate that explaining how their current payment setup is the most important information I need to know because they don't know that I have many solutions for them. By understanding how they take payment currently, I'm able to provide the correct curated solution for what they need, as well as any additional ways to take payment they do not already. But once they are a client, the simplest question I can ask them is "How are you doing?" Many merchant service companies are moving away from personalized support, either sending clients to calls oversaes or using AI chatbots to solve issues. I get to know my clients personally, because from discovery call to active account, I am the direct point of contact for my client. Many business owners don't realize that what truly matters to them is having a merchant service provider who is a partner that as there to grow with them as their business scales up, and at Wingman Payments, we've got your six!

As a Realtor, getting to the motivation of a client is key to help them fill their dreams of home ownership, whether first time home owners or Life moves.  Leanne called me looking to move out of the area to combine houses with her fiancee as he still has a school age daughter.  Her fiancee rents his house in a different more expensive county. I asked what area they are looking to move to and she stated in his daughters school district.  When I asked when her fiancee's lease was up, she stated end of April.  It is now end of February.  So, their real intent is to get her house on the market and hopefully sold before summer so they can buy a house together in their daughter's school district before he has to renew his lease.  

Context: I was speaking with an Executive Director at a senior living community right after a water loss. Residents were unsettled. Staff felt stretched thin.

Exact question I asked: “Before I explain equipment or timelines, what is worrying you most about this right now?”

Commander’s Intent question: “If this goes as smoothly as possible, what absolutely cannot be disrupted for your residents today?”

What it revealed: Her priority was not drywall. It was routine, dignity, family confidence, compliance. She needed stability more than construction details.

That shifted my approach. I focused on containment, communication, documentation, and a clear path forward so she could breathe.

When I uncover their Commander’s Intent, I am not just fixing damage. I am protecting what matters most inside the building.

In Catering there is usually other reasons why they are having something catered. Kim told me she didnt want to cook and be busy during the part that is why she wanted the party catered. After going over the menu Kim got emotional andI asked if she was ok and was ther anything I could do and she told me I was doing it by taking over the catering I was allowing her to spend time with her son who was leaving for basic training for the military the next day. She just wanted as much time with him as she could have before he left.

When talking with a client about her specific skin care needs, I helped her find solutions for problems she was having with dry skin.

"Are you noticing dry patches, or does it seem to be an overall systemic problem?"

She really resonated with the fact that we have specific products to help with specific issues -- not just a one-product fixes all approach.  She connected further with me when I talked about hydration of the whole body, plus a hydrating serum for the face.   She loved it when I asked "Are you using any serums of med-spa products specifically designed for hydration?"

The serum I recommend for hydration is:  Mary Kay Clinical Solutions® HA + Ceramide Hydrator Boost hydration to support the skin barrier and reduce the look of wrinkles with a blend of hyaluronic acid and plant extracts.  If the problem is dry patches instead, I recommend the Mary Kay Hydrating Lotion Moisturizer For Dry Skin, to even out the skin's appearance and hydration. 

1. Context (one sentence):

In a recent conversation with a retail tenant considering a new lease, we were reviewing options that all looked similar on paper.

2. What exact question did you ask that made a difference?

I asked, “In five years, where do you want to be?  What needs to be true today for this to happen?”

3. What was the question that revealed their Commander’s Intent?

Then I followed with, “Is your goal just to secure space — to give yourself room to grow while being conscious of you bottom line.”

4. What is it? (Their Commander’s Intent)

Their real priority wasn’t just signing a lease. It was stability — predictable occupancy costs, flexibility for expansion, and protection from surprises that could hurt cash flow.

1. Context: A mom calls and says, "I have no idea why I am calling you! My friend said I just had to call to do an empowerment thing for my 11-year-old, who is struggling to make friends."

2. I asked, “Can you tell me what you’re seeing in her right now that’s worrying you?”

3. I then asked, “If this Tween Empowerment Photo Experience could give her one thing she doesn’t have today, what would you want that to be?”

4. Like many moms, she said, “I just want her to see how amazing she is the way I see her. But I’m Mom, so she thinks I have to say that.” That’s when we both realized this wasn’t about photos. It was about helping her daughter believe it for herself.

A potential client asked recently if I did sports massage. It was my first instinct to just answer “no.”  But instead I responded with “Sports massage isn’t my specialty but I have worked with plenty of athletes. What exactly are you looking to address?”  His response was that he needed to recover after intense workouts to further his career. I explained what I could do to help with muscle recovery and he ended up booking a session. He said that it was exactly what he was looking for and booked a session for each week on his rest day until he hits the milestone he is working towards.