"I don't know
key to success, but
key to failure is trying to please everybody."--Bill CosbyHave you ever had a client/customer that was more trouble than they were worth? Maybe they were always late to pay, or didn't do what they said they'd do. Maybe you just had a personality clash, or they expected more than you were able to offer. Whatever
situation, chances are you had an inkling when you first met that client...a tiny voice that you didn't listen to, that was probably overshadowed by
bigger voice that said, "Hey, it's business; I'll take it!"
Learn to say no to those clients, before they start draining your energy! The key to being able to do this is understanding Your Ideal Client. Once you know how to recognize who is ideal and who is not, you can practice turning down business from
latter. If you have trouble saying no, you'll need to learn this critical business skill...and what to do to get rid of problem clients you already have; see
resources at
bottom of this article. If you have a coach, ask them to help you complete
Ideal Client exercise, or to role-play those "saying no" conversations.
How to discover YOUR Ideal Client There are many ways to approach
Ideal Client/Customer Profile. You can sit down and imagine
best, most wonderful client you could have...whether that is an abstract entity, a celebrity (what writer wouldn't want Oprah as a customer, for example), or a specific demographic profile. If your customers are more likely to be companies, you could look at your current client list, and pick
company that gives you
most business,
most joy,
least heartburn.
The Ideal Client Profile Whoever you pick, start a profile matrix with two columns: "My Ideal Client Is:" on
left; "My Ideal Client is Not:", on
right. In
column on
left, list all
characteristics of that type of person or company. Use
questions below as prompts to get you thinking about all
different aspects that client might have.
Then, either think of
opposite of all those aspects, or pick
"client from hell" and fill in corresponding traits in
right-hand column. Be really honest with this exercise! If you'd rather only have clients who make over $500,000, put that down! Your clients who don't fit your Ideal characteristics, whether you write them down or not, will eventually "know it. May as well get that over with early!
Prompts: Consider these aspects of your Ideal Customer or Client:
What career or business are they in? What demographics do they fit? (age, sex, race, religion, income, marital status, etc.) What do they think is important in business? In life? What do they like most about you and your business, products and services? What is
nature of their relationship with you? (transactional, long-time customer, acquaintance, friend, refers others to you, etc.) How do they do business with you? (phone/in person/on
Web; quick transactions/takes time to negotiate; pays early/on-time/at 30 days; etc.) What personality characteristics do they have? What do you get from them (besides payment)?