Ideal Clients Don't Make You Bend Over Backwards

Have you ever seen an NFL lineman? They’re enormous, powerful, and surprisingly fast. It makes them the best at what they do.

But line him up as a wide receiver? Not quite the same – although he would probably be tough to tackle…

The attributes that make a lineman effective in his position don’t necessarily translate well to another role on the field. Likewise, your business isn’t going to be the best fit for every client either.

Big Business Isn't Always Ideal Business

Unfortunately, sometimes when you get a "whale" on the line, there's a temptation to adapt and try to become any and everything they're looking for. You neglect what you do best in the process of trying to win the deal...

If you’re a smaller business, you probably know this to be true: no matter how good the money is, your largest clients are almost always a headache. They make more demands, consume more time and resources, and squeeze you on price more than your other clients.

You might have just signed an exciting amount of revenue, but you quickly find yourself unable to grow beyond your current ceiling because of how tied up your resources are serving such a big client. 

Here’s the truth: the best “building blocks'' aren't necessarily the biggest ones.

Your best clients are the ones that are the most profitable, manageable, and replicable. They’re the ones that will actually boost your ability to grow your business in the long run.

Being Honest About Your Client List

Now, I’m sure you know this as “head knowledge”, but the key is resisting the temptation to bend your business a little too far to accommodate a client that might not be the right fit.

Currently, do you have any clients that are difficult to accommodate because of what they need from you or how they need it done? You might find that this kind of client is an attention-drain that prevents you and your team from opening up your capacity.

What's the Takeaway?

If you’re nodding in agreement, take a moment and sit down with your client list. Hold up these four criteria against each one:

• Do I have peace of mind about working with this client?
• Is my business well-designed for their specific needs?
• Do they provide additional growth value like referral access?
• Do they build my credibility in a space I want to grow in?

If you have clients that don’t meet these criteria to a moderate extent, it might be time to restructure some contracts or, if needed, let some clients go so that you can focus on building a better client base for your business.

Remember, at the end of the day, it’s not about the biggest building blocks. It’s about the best.