You can’t make an outstanding meal with low quality ingredients.
You can’t build a high quality house with low quality materials.
And you can’t grow a successful business, with low quality clients.
Great clients give you the freedom to do your best work. They’re the clients who pay you what you’re worth. They’re the clients who are professional and who appreciate your professionalism.
But beggars can’t be choosers, Jim
All clients are not created equal, which is why you need to be highly selective. 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.