The last post I wrote was about referrals, but it was jumpstarted by something John Jantsch
wrote about last week. In reading his post, it gave me the idea to
explain what we are looking for in client referrals. Once again, the
blogosphere make me better at what I do.
What John said at Duct Tape Marketing:
Many times, when I mention this notion to small business owner they
have a tough time coming up with the description of the ideal narrowly
defined customer until I suggest that we start by describing who they
don’t want as a customer.
It’s just human nature I guess, but we seem to have a much better
grasp of what we don’t want in our life than what we do. So by first
categorizing things like the types of customers that you can’t serve
well, the kinds of people you don’t work well with, or the size of
projects that don’t fit you may be on your way to better understanding
your ideal customer.
Sounds like a good experiment. Here is a list of what Durbin Media Group does not want in clients, followed by a list of what we do want.
Not Want:
1) We don't want people who aren't willing to invest time as well as money
into their project:
If you don't care about your project as anything but revenue, how can you
expect your customers to do so?
2) We don't want mean people:
I'm an entrepreneur myself, and the older I
get, the more I appreciate toughness in small business people. If you
aren't tough, you'll get eaten alive. So I get tough. But mean is a
different matter. I don't mind someone that sends a steak back that
wasn't cooked right or who insists on getting quality from the work they are paying for. I do mind someone who insults a waiter simply
because they're a waiter, or treats every deliverable as a chance to renegotiate the price.
3) We don't want clients that can't make up their mind:
In the last year, I have instituted a two
meeting policy. If I go to two meetings with you, and we don't have a
signed proposal for work, I decline new meetings. This is simple
self-preservation. Yes, 15 meetings may eventually lead to a big sale,
but in that time, I could have had 8 clients who collectively pay me 4
time what the big sale might have accomplished.