Stop Chasing Clients That Don't Exist

4 Minute Read Time

Ever spend weeks pursuing a "perfect" client who never seems to buy?

I see it all the time. An experienced L&D pro decides to launch a consulting business and gets excited about a brilliant idea to help a company they admire.

Their plan seems perfect on paper.

There's just one problem.

The Trap of "Oneitis"

I call this common pitfall "oneitis" – becoming emotionally attached to a single prospect or idea without validating market demand.

The symptoms? Waiting months for program managers to connect you with decision-makers. Describing your pursuit as "trying to close a whale." Tweaking your pitch endlessly while getting no closer to a signed contract.

Sound familiar?

Many L&D professionals making the leap to consulting fall into this trap. They create solutions based on what they think clients need, rather than what clients are actively seeking.

The harsh reality? This isn't a painful problem to them. It's something you came up with that you want to be a problem for them.

The Market Doesn't Care About Your Skills

Here's the hard truth that changes everything:

"The market doesn't care about our skills. The market doesn't care about our experience. The market doesn't care about what we want. The market cares what IT wants."

That's where your business comes from.

Not from your brilliant ideas about what organizations should want.

But from what they're already trying to solve.

Finding Problems That Actually Exist

Think about it this way: SaaS companies struggle with customer churn. It's a real problem they actively discuss. I could go on Twitter right now and find dozens of SaaS founders talking about their churn challenges.

That's what market demand looks like.

It's visible. It's painful. And people are already looking for solutions.

When you recognize this shift, everything changes.

Instead of trying to convince a company they have a problem they haven't recognized, you focus on identifying problems potential clients are already discussing.

The Venn Diagram of Success

Let me give you the stripped-down, no-BS version of how to find your profitable niche. There's more to it (which I cover in depth inside my Inner Circle Mastermind program), but this is the essential framework you need right now.

Picture a Venn diagram with three circles:

• Your competitive advantage
• Your interest or curiosity
• Market viability

The sweet spot? That tiny overlap in the middle.

But here's the key – the "market viability" circle carries about 80% of the weight.

Most new consultants flip this ratio, focusing 80% on what they're good at and interested in, and 20% on what the market actually wants.

That's a recipe for frustration and empty calendars.

You're Not Creating Facebook

Here's another insight that might free you from "oneitis":

"You're not creating Facebook here. We're just looking for little friction points where businesses are bleeding money."

Consulting doesn't have to be revolutionary. It just needs to solve problems that already exist.

For L&D professionals transitioning to consulting, this might mean helping:

• Construction companies reduce costly rework caused by poor handoffs between crews
• MedSpas boost revenue by training front desk teams to stop fumbling consultations
• Direct Primary Care clinics improve patient retention by teaching staff to articulate their value proposition
• Senior care facilities cut the constant expense of retraining due to high caregiver turnover
• Small business owners escape "firefighting" mode by creating systems that actually stick

Nothing fancy. Just solving real problems these businesses already know they have and are desperate to fix.

The "No-Brainer" Value Exchange

When you focus on real market problems, pricing becomes simpler too:

"They're getting a hundred dollars for 20, meaning you're charging them $20. But in the end, they're either making or saving a hundred. It's just a no-brainer."

That's the essence of value-based pricing. And it only works when you're solving problems the market already values solving.

What To Do If You Have "Oneitis"

If you recognize yourself in this story, here's your action plan:

1. Park the idea, don't abandon it. Your concept isn't necessarily bad – it's just not validated yet.
2. Start researching actual pain points. Where are your potential clients already discussing their challenges? LinkedIn groups? Industry forums? Professional associations?
3. Note the specific language they use. How do they describe their problems? (This becomes your marketing copy later.)
4. Assess the pain level. How much is this problem costing them? The higher the cost, the easier it is to sell your solution.
5. Have real conversations. Instead of pitching solutions, ask potential clients about their biggest challenges.

The Bottom Line

I've watched countless L&D professionals transform their consulting prospects by asking one simple question:

"Is this something I think should be a problem, or is this something the market already knows is a problem?"

That question alone might save you months of pursuing prospects who will never buy.

Because the truth is, you can build the most elegant training solution in the world, but if the market isn't looking for it, you're selling ice to Eskimos.

And after years in corporate L&D, you deserve better than that kind of uphill battle.

Are you building your consulting business around problems that actually exist? Or are you suffering from a case of "oneitis" too?