Most businesses know what they do best in terms of service and capabilities, yet too many pursue and then keep clients who require them to operate outside their realm of expertise.
There are many factors that invite this pitfall: Startup companies often try to generate revenue too quickly. Established businesses sometimes find themselves in desperate cash-flow situations. And many think that saying yes to every client demand is the nature of good business.
But is it?
Prominent business blogger Seth Godin has written, “Doing the work is better than not doing the work.” But if you lose focus on what you do best, you’ll most likely attract more of the same kind of client and do more unsuitable work in the future.
You can avoid the client mismatch pitfall by clearly defining whom you can help the most. This is one of the most powerful marketing methods you can employ to attract new business and always be in demand.
Your business niche may be vertical, such as financial, tourism or health care. Or it can be defined in terms of an ideal client profile, such as company size, strategic plan, client attributes or even corporate social responsibility.
Clearly defining and stating who your ideal clients are and how you can best serve them moves your business from another voice in the crowd to a beacon of promise to your prospects.
Start by asking yourself: Is this my ideal client? Is my work for this client likely to be the kind of project in which I can do my best work?
Remember that doing your best work will inevitably attract more ideal clients.
What if you’ve defined your ideal client and attracted a company you think fits the bill, only to discover later the match wasn’t meant to be?
When that happens, you’ll be faced with diminished client satisfaction and a cost-to-benefit ratio that doesn’t compute.
What should you do?
If the relationship is on solid footing and can be salvaged by communicating and accommodating, that should be your first approach. Working through your differences can result in a deepened connection and renewed commitment to the project or business relationship.
But if after a sincere effort things still don’t work out, consider referring the client to another company or vendor that can better serve its needs.
Find someone who specializes in this type of client. It could be a low-cost provider, one who specializes in fast delivery or someone who has the necessary resources to better serve your soon-to-be former client.
No one likes to be let go (and very few enjoy the Donald Trump moment), but it works to everyone’s benefit if you can tactfully explain that you think the client would be better served by someone else because of its particular needs.
The energy freed up by surrounding your company with ideal clients “the ones you can serve best” will foster increased referrals and a positive work environment for you and your staff.
I once worked with someone who said, “This would be a great business if it weren’t for the clients.” It doesn’t have to be that way – for you or the clients.
John Miles holds the title “chief of what’s next” at Integritive, an Asheville firm specializing in Web design, Web development, strategic planning, search engine optimization and e-marketing. Write to ctbiz@integritive.com.
Repost from Asheville-Citizen Times:
http://www.citizen-times.com/apps/pbcs.dll/article?AID=2009311220036
