Crafting an Elite Access Policy: Elevating Your Birth Business by Attracting Dream Clients

​Elevating Your Birth Business by Attracting Dream Clients

In the realm of birthing services, the journey towards success often involves not just providing exceptional care, but also cultivating a community of clients who align with your values, vision, and approach. While many businesses opt for a broad client base, there’s a compelling case to be made for creating an Elite Access Policy (EAP) tailored to your dream clients. In this blog, we delve into the intricacies of such an approach and how it can elevate your birth business to new heights.

Understanding the EAP Concept
An EAP approach to your services fundamentally shifts the dynamic of client-provider relationships. Instead of casting a wide net, you're intentionally narrowing your focus to attract a select group of individuals who resonate deeply with your ethos. This approach isn't about exclusivity for its own sake; rather, it's about fostering a sense of belonging and shared values among your dream clientele.

The first step to this is getting crystal clear on who your perfect ideal clients are. (which we will talk a bit more about later) This doesn’t mean that each one themselves will be perfect, but they will check all the boxes of your exclusive membership guidelines. You must select those who allow you to do your best work. Clients who energize and inspire you. We are going to go over how you can identify the characteristics of what your exclusive membership guidelines entail. You then take those guidelines to screen potential clients and only take on clients who fit within them.
 
The Power of Selectivity
You are the sum of those you spend the most time with. Those you choose to have in your personal life and your business life will impact you in many ways you may not even recognize. The best version of yourself requires you to believe in yourself more than anyone else. If you are surrounded by clients, who, when they call you get a sinking feeling in the pit of your stomach, you carry that with you. If you have clients who do not value what you are doing, it will impact the value you have of yourself and not allow you to serve your clients to the best of your ability. You must choose who you work with, with considerable consideration. If you are truly in this business to make it sustainable, you must pave the way to continue having passion and momentum driving you. You cannot keep momentum if you take clients who do not allow you to be the best version of yourself.

Selectivity in clientele isn't about elitism; it's about alignment. By handpicking clients who align with your philosophy, you create a harmonious environment where both parties are invested in the journey. This selectivity allows you to tailor your services more effectively, leading to greater client satisfaction and better outcomes.
 
Benefits for Clients
For clients, being part of an EAP in your birth business offers a multitude of benefits:

• Personalized Attention: With a smaller client base, you can dedicate more time and resources to each individual, providing personalized care that addresses their unique needs and preferences.
• Community Support: Belonging to an exclusive community of like-minded individuals fosters a sense of camaraderie and support, both during pregnancy and beyond.
• Access to Premium Services: EAP services often come with exclusive perks such as additional educational resources, priority scheduling, and special events, enhancing the overall experience.

Benefits for Your Business
From a business perspective, curating a select clientele brings its own set of advantages:

• Enhanced Brand Loyalty: Clients who feel a strong connection to your brand are more likely to become loyal advocates, spreading the word and contributing to a positive reputation.
• Increased Referrals: Satisfied clients are your best marketing asset. By delivering exceptional service to your dream clients, you naturally attract more of the same through word-of-mouth referrals.
• Streamlined Operations: Working with a focused client base allows you to streamline your operations, optimize resources, and deliver consistent quality across the board.

Cultivating Your Dream Clientele
Creating an EAP begins with a clear understanding of your ideal client profile. Consider the following steps:

1. Define Your Values: What principles guide your practice? Identify the core values that define your approach to birthing services.
2. Clarify Your Niche: What specific demographic or segment do you aim to serve? Whether it's first-time mothers, holistic-minded parents, or a particular cultural community, clarity on your niche is key.
3. Communicate Your Unique Selling Proposition: Clearly articulate what sets your services apart and why your dream clients should choose you over alternatives.
4. Establish Selection Criteria: Develop criteria for selecting clients that align with your values and needs. This could include an application process, consultations, or referrals from existing clients.
5. Nurture Relationships: Once you've onboarded your dream clients, prioritize building meaningful relationships based on trust, empathy, and mutual respect.

Keep Them or Refer Them
For some of you, certain clients have already popped up in your mind when thinking of the not so ideal clients. You have a decision to make. You can continue your services with them or you can refer them to another birth worker who would be a better fit.

Referring not so ideal clients may sound counterintuitive in a to getting more clients, but we already talked about the effects these types of clients have on us and our work. I am not talking about needy, nervous clients. I am talking about the clients who you feel exhausted after talking with, the ones who you see their name on your caller I.D. and your immediate thought is that you don’t want to answer it. It also includes anyone who talks down to you, or demeans you in anyway. Occasionally you will come across someone who believes that since they have hired you, they can speak to you and treat you however they see fit.

I am sure there are tons of reasons why you may be defending keeping all clients. The thought of saying no or referring a client is likely a scary situation. This is a situation to think about for a while. Word of mouth is very powerful. If a client feels abandoned in this process it could hurt your reputation as well as their experience. This advice is not put out there to cause anyone any harm. It is given from a place of love. Sacrificing yourself and your ability to give your best is not the way to run a sustainable business.

You have to ask yourself, “Would I rather have a client who makes me excited to work with them, allows me to show up as the best version of myself and makes me proud to be able to offer amazing services or spend hours on end with a client who I have to tolerate, who makes me feel less, and who takes away bits of my passion for this work?”
 
Conclusion
In the competitive landscape of birthing services, differentiation is key. By creating an EAP tailored to your dream clients, you not only elevate the level of care and support you provide but also lay the foundation for long-term success. Through selectivity, personalization, and a shared sense of community, you can cultivate a thriving business that resonates deeply with both you and your clients.

Like what you read? Sign up for our weekly newsletter below, or grab our latest Badass Business Freebie.