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Choose Your Clients Carefully
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By: Kelly Robbins
Many of us home-business owners began our careers in corporate America. We left the rat race for a variety of reasons—both voluntarily and involuntarily. We envisioned a more balanced life, pursuing a dream, or simply having control over the hours we work. Others were laid off and took the opportunity to choose a new lifestyle. Whatever your reasons, we all have something in common: We are controlling our destiny, and much of that involves working with people we like. Choosing the company you keep, rather than being forced to work with the idiot the company just hired, is a huge step towards controlling your happiness.
But how many of us consciously control who we work with? Does anyone actually turn down work because they don't like the client? Do you interview your potential customers to see if you have the right chemistry, a perfect fit? If so, how do you know if you have it? What is a “perfect fit”? Is it purely instinctual, or are there some guidelines you can set for yourself, and your business, to help define good chemistry and thus make your workday pleasant and produce a better product?
First, lets talk about what may constitute a perfect fit, or a good match. Having a perfect fit is personal, and people sense it more than define it. Having a good fit is an important element towards building trust and, yes, I think much of it is instinctual. Do you and your customer have more agreement than disagreement on handling or approaching situations? Is there the potential for a friendship? Respect? Do you value each other's opinions and the way you approach situations?
I recommend making two lists for yourself and your company. The first is “What I can give to the relationship?” In this list you may have items like expertise, friendship, outside eyes, time, courage, information, experience, objectivity, and values. The second question is “What I need to get from the relationship?” Here, you may list things like friendship, money, trust, work, attention, contract, support, and respect to name a few. This technique can be used when hiring new employees, too. The list making process allows you to define your needs and set parameters before you begin a relationship. If, when first talking with a potential client, you find that they are lacking some of the important elements you listed as vital to forming a relationship with you, you can choose to not work with them. Going through this process allows you to control your work atmosphere, rather than have it controlled for you.
What happens when you work with a client and you don't have a perfect fit? For starters, you may not produce your best work for them because you do not clearly understand their needs. You may find that you have to work harder than normal and experience more stress. The positive atmosphere and high self-esteem you have worked hard to achieve can be damaged. And the client may not see the best side of you, again because you are not on the same wavelength. Ultimately, taking on jobs with clients that don't have a perfect fit can lead to negative referrals and damage your reputation!
Are you looking for a long-term partnership with clients when forming relationships? Clients that are looking for the lowest price are confined and are focusing on one aspect of what you have to offer, not the entire package. Having the right chemistry with a vendor or contractor is not a priority for them, and you may end up putting more energy into the job because of the lack of chemistry.
Part of what makes working independently, or from your home, so appealing is the ability to pick and choose who you work with. If you don't click with a client, don't work with them again. The skill lies with your ability to make this determination before beginning the relationship, not after. We may not all be at a place financially where we can turn work away because we don't like the client. However, having a good relationship with the customers you do choose to work with leads to a happier customer, a more positive working relationship and more referrals for you.
Kelly Robbins is a copywriter/marketing consultant. She currently writes the home-based business column for the Denver Business Journal and is a board member for the Colorado Business Marketing Association (BMA). Kelly helps clients increase sales through effective communication to both internal and external customers. Visit our web site at www.KellyRobbinsLLC.com or call 303-460-0285 for more information.
©2003, Kelly Robbins LLC
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