April 16, 2026
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How do you find your ideal customer?
I'm going to tell you.
The one you've always wanted and dreamed of working with?
One of my clients has just attributed what I'm about to tell you to getting a meeting booked with Arsenal FC to potentially work with them on a project...and they called her!!
With my Fearless Coaching clients I hammer home three numbers to them all until every one of them wants to punch me in the face:
This stands for:
There is a fourth 'C' and that stands for Loyal Customers who form the foundation blocks to every business and are your raving fans.
Loyal Customers pay you regularly for your products and services and refer HIGH QUALITY clients into your product ecosystem.
This is simple gamification of some basic business metrics.
Don't know your know you numbers then WTF are you doing running a business? Get out there and learn your numbers.
Every day move your prospects from one 'C' to the next 'C'.
It's seriously as simple as that.
I'm so proud of my client, who is now tracking her numbers via a whiteboard, has seriously hustled and is now making things happen in her business.
70-10-2
70-10-2
70-10-2
12% attrition rate meaning I ideally need one new client per month to attain a sustainable level of business.
And yes, I'm more like 70-10-3 now, but that's because I am damned good at what I do...finally!!
I collect this data via TypeForm, MailChimp, excel spreadsheets, and my accounts package (Xero). All hooked up via Zapier.
During all three core pillars I am coaching.
EVERY ONE...
And I mean EVERY...
Other activity is secondary to these three things. Speaking gets Consultations booked which creates clients and puts food on the table.
All done by someone else now. Why? So I can focus on 70-10-2, my three core pillars.
70-10-2
70-10-2
70-10-2
Go...
Warm regards
Robin - https://robinwaite.com
The 70-10-2 rule is a straightforward metric to guide your sales efforts. It suggests that for every 70 conversations you have with potential customers, you should aim to book 10 consultations, which will realistically result in converting 2 new clients.
Tracking your numbers gives you a clear, honest view of your business's health and performance. It helps you understand your conversion rates and predict how much activity is needed to reach your financial goals, moving you from guessing to making informed decisions.
After the conversion, the focus shifts to creating the fourth 'C': Loyal Customers. These are the clients who not only pay for your services regularly but also become your biggest supporters, referring other high-quality prospects and helping your business grow organically.
You need to identify your core, revenue-generating activities and protect your time to focus on them. Consider delegating or outsourcing secondary tasks like administration, marketing, or accounts. This allows you to concentrate your efforts on the 70-10-2 process that directly brings in business.
No, it's a starting point and a guideline. As you get better at what you do and refine your processes, your ratios will likely improve, perhaps to something like 70-10-3 or even better. The key is to start tracking so you can measure your own unique conversion rates and work on improving them.
