Michael Port, marketing guru and author of Book Yourself Solid, sets a great standard for working with the clients you really want to. Working with clients who require more care and patience than their business is worth to you are a drain on the psyche and your path to greater success. He suggests that, like a swanky exclusive night club, you set a “red velvet rope” policy that only allows in the clients who motivate and inspire you! Turning away clients is a difficult concept, but overall your business will actually improve because you will be more enthusiastic.
You must define who you want to work with so you can begin seeking them out. Sometimes it helps to define who you don’t want to work with first. For example … Do hyper Type A’s wear you out? What about the non-communicators you have to repeatedly track down when you are working with them when you really prefer to work with calm people who stay in touch.
Look over your client list and cut one client (Michael dares you in his book!). If you need help, trying cutting the one who is bringing in the least revenue for the hours you put in.
This process of cutting your least productive can be very empowering. It’s easy to feel beholden to clients: they are our bread and butter and we go out of our way to serve them with 100% commitment. Letting some of them go, however, reminds us that the provider/client relationship is a business partnership and like any partnership, it can be tactfully dissolved. Be kind and direct. Let the client know that the relationship has stagnated (don’t place blame!) and you believe it’s time for you to both seek other opportunities. Help them find a new business partner if possible.
By clearly defining who you want to work with and gradually eliminating the rest, you increase enthusiasm and attract your ideal clients more easily!
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