Hand Pick Your Clients

Believe it or not, you have the right and responsibility to yourself and your business to take great care in selecting the clients you want to work with.

Too many times I hear business coaches and consultants ask their clients (or ask in a blog) “Who is your Ideal Client?”

The answers they get (and frankly are expecting) are all about demographics: age, status, industry, life-stage, etc.  Possible a few psychographics or cultural differentiations. Maybe even a where they ‘live’ on social media, what they read, and details to that effect.

Which are all important – but those are only ONE side of the equation.

YOU are on the other.  What you like, who you enjoy being around, the type of people you want to have as clients.

Let’s face it…if all we define are the demographics and psychographics of the prospective client there are thousands of potential clients out there – and not all of them are people we want to work with. They can match all those criteria and still be the client we dread, or worse yet, the client that doesn’t get the results they want because we just can’t seem to ‘click’.

In addition to that there is the overriding issue that when we answer that question, “Who is your ideal client?’, and when we take trainings on marketing and sales, we are naturally assuming that we are to be focused on impressing the prospect. We feel as if we are auditioning for the transaction. Like they have all the power and control over the relationship and whether or not we do business together.

That is just not true. You, as the business owner, have just as much to say about it as they do!

Change your thought process that they chose you. It is a 2-way street.

With that in mind, be kind to yourself and think carefully about if you want this client “for life”. You are setting your business up to not be a revolving door of one-time customers…which means, that if you do business with someone your intention is to KEEP doing business with them. Select wisely 😊 

Ask yourself, do you like their attitude, their values, and their intentions?  Do you have a personal connection to them – or at least see that you would be able to communicate and enjoy working with them? If not, refer them to someone else that may have a better connection with them (great reason to attend your industries Strategic Collaborative to cultivate those referral and resources relationships.)

Avoid working with people that seem to not want you to make what you are worth. They will nickel and dime you, keep you in ‘selling’ mode to constantly be proving your worth, and no matter what you do it is difficult to make them happy. Unhappy clients don’t produce life-long relationships that give you good referrals, reviews, and testimonies.

In the same vein, never take on a client if you are not sure that you can improve their situation or solve their problem. It is a waste for everyone involved and can result in less than favorable PR for you.

It is tempting to take on any client sometimes, especially if things are slow, however, if there is a need that you can’t provide, be upfront with them about it.  Bring in other resources as part of the overall project or refer them to someone that would be a better fit.  (Another reason Strategic Collaborations are important) Don’t overpromise and underdeliver! 

Beware of the potential client that over-dreams and underdelivers the work ethic to make it happen. In my experience when a potential client comes to me with big plans and dreams – and either no budget to back it up or no prior proof of work attempted – it is a red flag.

They may be asking you to perform the impossible and setting you both up for failure.  If they are not willing to invest time and money in themselves, their ideas, or their business – are they really a good fit for you? Frustration, lack of results and disappointment would be the best outcome.

You might be thinking, ‘But Melissa, I need clients!  I will take anyone I can get!’

I get it…especially if you are just starting out. Remember, one bad review, one bad PR push, one bad outcome can follow you around and haunt you. Those bad reviews can strangle your ability to work with clients that you would enjoy helping and that you know you are able to provide solid, lasting, favorable results for. It is not worth it.

There will always be another lead around the corner. Don’t give yourself a panic attack (or worse) over a lost prospect. Be able to say no. Be able to walk away, give them a referral to someone else, or be upfront with them that you don’t believe it is a good fit. You don’t have to expound upon why, just say no.

Here is another scenario…If a client wants to work with you and you can see that working with them will result in them dominating your calendar and the income column on your P&L…think twice. If you work with them and then lose the account – will it be devastating to your business? If so, you may end up doing everything you can to retain that client – sometimes to the detriment of your overall business health, your values and even you.

Take the time, decide what the qualification are for a client to work with you. Have your ‘non-negotiables’ list that you don’t waver on. Then have your next tier of expectations and qualifications that you would prefer match up. Stick to the list in accepting new clients or even continuing to work with your current clientele.

If you were at the Signature Meeting on April 13, 2022 (or go take a look at it in the Video Library) we talk about the “L” on the FLOWS sales pipeline structure. The L stands for “Learn if Good Fit”. Not just from their point of view but from yours as well!

You will not only be able to provide better results for people, you will more thoroughly enjoy the ride.

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