Every customer isn't your customer

You're working too many hours, dealing with clients who constantly question your expertise, negotiate on price, create unnecessary headaches and leave you wondering whether the revenue was ever worth it. 

Sound familiar?

There's a story about a Man City footballer wanting to buy an exclusive luxury watch. He had the money, chose the model and was ready to buy. The retailer contacted the manufacturer for approval, only to be told the sale couldn't proceed because, despite having the cash, he wasn't considered the right fit for the brand. Whether every detail of the story is true or not is almost irrelevant. The principle behind it is.

Ferrari also maintains a strict blacklist that prevents individuals, including high-profile celebrities, from purchasing their limited-edition or new supercars.  The company enforces rigorous brand guidelines to protect its exclusivity, and buyers who break these rules face permanent bans.

The strongest brands don't just choose who they sell to.

They choose who they don't.

Yet too many business owners do the exact opposite. An enquiry lands in the inbox, the budget looks healthy and every warning sign is conveniently ignored because "it's good money". Before long, you're discounting to win the work, accepting unrealistic expectations and convincing yourself the relationship will improve once the project gets underway.

It rarely does.

The wrong clients nearly always cost more than they're worth. They consume your time, drain your energy, distract your team and stop you giving your very best to the clients who genuinely value what you do. More often than not, they don't stay with you, and they certainly don't become advocates for your business.

The best clients are different. They trust your advice, respect your expertise, pay on time, buy again and happily introduce you to people just like them. They're profitable, enjoyable to work with and strengthen your reputation every time someone mentions your name.

So stop asking, "Can they afford me?"

Start asking:

• Are they a good financial fit?

• Will they enhance my reputation?

• Are they likely to stay and refer others?

• Will I enjoy working with them?

If the answer is no, have the confidence to walk away.

Every time you say yes to the wrong client, you're saying no to the right one.

The businesses that grow fastest aren't the ones chasing every opportunity.  They're the ones disciplined enough to choose the right customers.

If you're working with clients who drain your energy more than they grow your business, don't ask how to keep them happier.

Ask yourself why you took them on in the first place.

Then make a list of the type of clients you would never choose to work with again.

That exercise alone will tell you more about your ideal client than any marketing workshop ever will.

If you'd like an experienced sounding board to help you define your ideal client (and your non ideal ones), sharpen your positioning and build a business filled with clients you actually enjoy working with, let's have a conversation.