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Choose your Clients

Your Ideal Client – as we determined in last week’s post – needs exactly the solution you provide. (Their need matches your service). 

That post covers half of the matter… ok, maybe ¾ of it… the point is: it focuses only on the client. 

But let’s face it: you have to serve the client. You have to work with, interact with, help, support, and influence said client. So you should also have some say in who that client is. 

Client must-haves

Throughout these blog posts and emails, a repeating topic is how each business differentiates itself. A key part of my work – whatever the project – is to determine how each business is unique, what makes it stand apart. 

This differentiator – this description of your business – will automatically begin to describe your ideal client. 

This guy looks nice

Once this happens, you will identify certain qualities your clients must have

It may be a certain way of working, a certain culture or personality, particular long term plans; it may also be logistical or demographic features, such as location, size, industry, or methods. 

Determine your client must-haves to ensure you are targeting high value prospects at all times. 

Determine your client must-haves to ensure you are targeting high value prospects at all times. 

Client nice to haves

And then there are personal preferences. 

Be honest here about what is a must-have versus a nice to have. And then it is ok to add your personal choices to your client description. 

Perhaps you can work with clients of many sizes, but you prefer clients within a certain size range. 

Perhaps you can work with clients whether they have an office or not, but you prefer clients with an office where you can have face to face meetings. 

Think about how you like to work: facts that are not necessarily deal-breakers, but that make you prefer one client over another. 

Who do you like

Note that the answer to this question at work may be different from the answer to this question in other parts of life. 

Think about those clients who respond best to your methods and who truly implement what you sell or teach them. And, of course, with whom you have the most fun. 

Although many of us sell to other businesses, we are still working with people, within that business. 

Targeting clients because you like the people is not just allowed, it is good business practice.