You can’t cook an delicious meal with low quality ingredients.
You can’t construct a high quality building with low quality materials.
And you absolutely can not create a successful business, with low quality clients.
Work exclusively with the best clients
The definition of a truly great client will differ somewhat, depending on your industry. However, in general, the best clients are those who give you the freedom to do your best work. They pay you what you’re worth and they pay you on time. They are professionals themselves, so they value your professionalism.
Whilst every human being is created equal, their value to you as a client varies massively. Some are outstanding. Others are not just of zero commercial value… they’re of sub-zero value to your business. In other words, your business is worse off because of them. This includes clients who are late payers, insulting to you or your team, over-demanding, unreliable or dishonest.
This is why you have to be highly selective who you choose to work with. When I share this advice with young business owners, I often get the same reply.
“I hear what you’re saying Jim, but beggars can’t be choosers.”
I remind them that they’re not beggars. They’re business owners. I explain that if they think they can’t afford to turn low value clients away, it’s only because they haven’t seen the huge cost of working for low value clients.
No one sets out to attract low quality clients. It’s simply what happens, when a business isn’t using an effective, focused marketing strategy. Instead of regularly attracting high quality, targeted enquiries from their ideal profile of client, they get sporadic enquiries from a mixed bag of clients.
In short, their ineffective marketing leaves them feeling forced into accepting low quality clients. And that cycle continues, until they choose to take the marketing of their business seriously.
Make 2018 the year you refuse to settle for less than you deserve. Take your marketing seriously. And give yourself the freedom to work exclusively with great clients.
The small business owners I work with enjoy far more sales, attract better clients and grow amazing businesses.
If you want the same, here’s exactly how it happens.