You can't work with everyone, and that's just fine.

How do you know if a customer is right for you?

Many companies don’t even get to asking this question, they'll work with anyone.

This misguided idea that everyone is your customer customer. is both dangerous and impractical.

Knowing which customers are the right fit for your company, both in the short and medium term, is not just an art; it’s a strategic necessity.

This skill can help prevent overcommitment, dilution of quality, financial risks, and burnout, while ensuring that your business grows by engaging in more good projects rather than taking on every opportunity that comes its way.

Let’s explore how employing strategic refusal and aligning with your core values can significantly impact selecting the right customers.

Understanding the Power of “No”

Warren Buffett, one of the most successful investors of all time, has been quoted saying, “The difference between successful people and very successful people is that very successful people say ‘no’ to almost everything.” This principle holds true in business as well. A mindless yes can indeed kill a business by over-committing its resources, diluting its focus, increasing risk exposure, and leading to missed opportunities and burnout. Growth is not about doing more dangerous projects; it’s about doing more good projects.

Identifying Your Capacity and Values

Your business’s capacity is a critical factor in determining whether a potential customer is right for you. Over-committing not only strains your resources but also prevents you from taking on projects that are more aligned with your company’s goals and values.

Values play a crucial role in this decision-making process. They act as a compass, guiding you toward projects and clients that resonate with your principles. For instance, Underpin’s values include “Be Good,” “Do Good,” and “Collaborate.” These values encourage working only when passionate, when you can genuinely help, for a fair rate, and with those who share a mutual respect for collaboration and commitment.

Setting Clear Rules Based on Values

To effectively say no, you need rules that are simple, understandable, realistic, and believed. These rules stem from your core values and serve as a guideline for what types of projects and clients to accept or decline. For example, saying no to projects that don’t align with your values or to potential clients who do not respect your payment terms is a direct application of these rules.

The Right Way to Say No

Saying no does not mean shutting down opportunities. It means being selective about the opportunities you choose to pursue. When declining a request or project, it’s essential to communicate your reasons clearly and respectfully. Phrases like “This doesn’t align with my values” or “I’m not the best person to handle this” show that your decision is not personal but based on pre-established criteria and rules.

Finding Your Own Values

Discovering and sticking to your own values is not just about personal integrity; it’s about building a reputation for trustworthiness. When clients and potential clients understand your values and the reasons behind your decisions, they’re more likely to respect those decisions, even when they don’t agree. The outcome is that your business is seen as a reliable partner.

For a free consultation drop me a direct message or visit https://underpinconsultants.com/marketing-consultant-book-a-meeting/