by Patrick Donadio
In today’s competitive business environment, success isn’t just about being seen—it’s about being clearly understood. That’s where the IMPACT© framework comes in. This six-step model helps small businesses build trust, communicate with clarity, and attract the right clients—those who value what you offer most.
I – Intention: Clarity Creates Opportunity. Before you send a message, make a call, or walk into a networking event, pause. Ask: What kind of client do I truly want to work with? This is more than a marketing exercise—it’s a mindset. Vague goals attract vague results. Clear intentions attract the right people. Define your ideal client’s traits, values, and needs. Align your communication accordingly.
• Prompt: Who’s your ideal client?
• Action: List 3 traits today
M – Message: Teach People How to Refer You. If you’re getting off-target referrals, the issue may be your message. Make it repeatable: “I help [type of client] with [specific issue].” That clarity helps others refer you with confidence. 82% of small businesses rely on referrals; only 30% have a referral strategy (Invesp, 2024).
• Prompt: How do you describe your value? • Action: Rewrite your message using the template
P – Person: Qualify First, Then Serve. Time is limited. Not every lead is right. Qualify with care and tailor your conversation to the person’s role, needs, and style. This not only saves time—it earns respect.
• Prompt: What questions help you qualify faster? • Action: Draft 3 to use this week
A – Activate: Build Influence Through Relationships. Warm connections beat cold pitches. Build relationships with trusted advisors of your ideal clients, CPAs, attorneys, coaches, and peers. Stay visible with relevant follow-ups. Referred clients are 4x more likely to refer and 37% more loyal (Nielsen, 2024).
• Prompt: Who already knows or serves your ideal clients? • Action: Reach out to 1 this week
C – Clarify: Eliminate Misalignment Early. Don’t force a pitch. Create low-pressure settings, coffee chats, a lunch-and-learn, a virtual meet-and-greet, or intro calls—to build rapport and uncover fit.
• Prompt: How can you reconnect casually? • Action: Schedule a low-key conversation, not a pitch
T – Transform: From Conversation to Conversion. Trust is built through connection, but growth comes from action. Use a mix of direct asks and softer social strategies to move clients forward.
• Prompt: What’s your go-to referral method? • Action: Invite one client to take the next steps
Remember, attracting high-value clients isn’t about changing who you are. It’s about communicating with clarity, confidence, and purpose. Ready to make every conversation count?
Stay tuned for next month’s article for more strategies to help you keep Communicating with IMPACT©.
© Copyright 2025 Patrick Donadio, MBA, CSP, MCC. Communication strategist, speaker, and author of Communicating with IMPACT©. Patrick helps leaders and teams elevate their communication and presentation skills, driving lasting results through high-impact presentations and communication coaching. He earned top global designations in both speaking and coaching. Connect with him at patrick@patrickdonadio.com or explore more at www.PatrickDonadio.com.