Who Do You Want As A Client?
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.
What We Do Want:
1) We want clients who believe in their product, and are willing to make
changes:
If you believe in your product, so do we. I wouldn't work with you if I didn't respect you, and I want to work with people who I can help. Your passion is what motivates me, so let's see more of it.
2) We want clients who are curious:
If you are a life-long learner, we are friends before we meet. I can teach a curious person, but I can't teach someone who doesn't want to learn
3) We want clients who pay the bills on time:
Yes, it's considered crass to talk about money in the social media world, but if a client isn't paying on time, then there's always the doubt that they'll pay at all. And since our reputation is our lifeblood, I can't exactly shut down a site because someone hasn't payed. The solution is to be ever vigilant, and constantly on clients that haven't payed.
4) We want clients who no longer need our old services:
Our service offerings change over time. This is partly because the pace of change has accelerated, allowing us to do more with less, but it's a pleasure to be working a client that learns what we have to teach, and then comes back for something new. It keeps our pencils sharp, and that's a good thing. Franki and I sell marketing consulting because we love the creativity. The day we're trundling out a DMG bundle that took no extra thought is the day we take the shingle down and find something else to do.
Inside a corporation - these wants can often seem daunting. And some people may sneer at the idea that you can ask for more from your clients. I tend to think that raising expectations from everyone, from clients to staff to yourself, is a sign of success. If you believe enough in yourself to have high standards for everyone around you, everyone around you responds with high standards
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