Client Analysis
Worksheet

Assessment & Discovery Tools

A quadrant tool for mapping who your clients are,
where they are, and what drives them to buy.

What This Tool Does

Most professionals can describe their ideal client in demographic terms - age range, income bracket, industry, maybe job title. Ask them why those clients buy, and the answer gets vague fast. "They need what I offer" is not a buying motivation. Neither is "they're looking for coaching."

The four quadrants here separate what you think you know from what you actually know. The first two (description and channels) tend to fill quickly because they are observable. The third (patterns) requires you to look at behavior across clients you have already worked with, not just the ones you hope to attract. The fourth - buying motivations - is where most people stall. That stall is information. If you cannot articulate why a specific client chose you over doing nothing, you are marketing to a profile instead of a person.

The steps below are designed to slow you down on the quadrants that fill too easily and push you deeper on the ones that resist.

How to Use This Worksheet

  1. Start with the top-left quadrant (Client Description), but go past demographics. Job title and industry are table stakes. Add the details that distinguish clients who stay from clients who churn - their situation when they found you, the problem they named first, the language they used.
  2. Fill in the top-right quadrant (Where to Find Them) from evidence, not aspiration. Where did your last five paying clients actually come from? Referral? Search? A specific platform? If you don't know, that gap matters more than guessing.
  3. Work the bottom-left quadrant (Existing Patterns) by looking at your current client base as data. What do your best clients have in common? What about the ones who didn't renew? Patterns emerge when you compare both groups.
  4. Spend the most time on the bottom-right quadrant (Buying Motivations). This is not "why coaching is valuable." This is why a specific person, at a specific moment, decided to invest money. The trigger is almost never "I want to grow." It is usually a concrete event - a promotion, a conflict, a restructuring, a wake-up call.
  5. Cross-reference the quadrants when all four are filled. Where your description doesn't match your buying motivations, one of them is wrong. Usually the description.
1

Client Analysis Worksheet

Client Description

Demographics (age, role, industry):

Situation when they first sought help:

Problem they named first:

Language they used to describe it:

Where to Find Them

Where did your last 3-5 clients actually come from?

Which platforms or communities are they active in?

Who refers clients like this to you?

Where do they go for information before buying?

Existing Client Patterns

What do your best clients have in common?

What do clients who didn't return have in common?

Average engagement length:

Most common entry point or first request:

Buying Motivations

What event or trigger preceded the decision to hire you?

What had they already tried before reaching out?

What were they afraid would happen if they didn't act?

What outcome did they name as worth paying for?

2

Before Your Next Session

Now that you can see it:

Look at the Buying Motivations quadrant. If more than one entry starts with "they want" or "they need," replace it with the specific event that made them pick up the phone. Wanting is not a trigger.

Compare Client Description with Existing Patterns. Where the two don't match, which one reflects actual paying clients and which one reflects the clients you wish you had?

What is the single most common way clients found you? If you are spending marketing time and money somewhere else, what would need to change?

3

Tandem Coaching Partners

Credentialed coaches with real-world leadership experience,
partnering with executives and organizations
to unlock sustainable growth.

Consultation

tandemcoach.co/
contact-us

Email

info@tandemcoach.co

Phone

855 51 COACH

Challenge your thinking.
Discover your capabilities.
Act on them.

Dallas, TX  |  Houston, TX  |  Worldwide Virtual