The Myth Of The Perfect Client?

Last night I was watching The Apprentice and I got thinking about when you should and you shouldn’t take on business and when you should and you shouldn’t turn down business. On my travels as a sales motivational speaker I see a lot of salespeople, business owners and entrepreneurs who take on business that they should have never taken on.

Business that is unprofitable. Business that is unpalatable. Business that is unmanageable. And most importantly, business that is unprofitable.

When I ask about this people say things like, “Well, it’s a loss leader”…  and list all sorts of reasons as to why they continue to work with and sign off “the wrong” deals.  When I was first in sales, I worked really hard. I made lots of calls, I visited lots of clients and I signed lots of deals. But I wasn’t making enough revenues. I wasn’t making enough profits. And I wasn’t making enough commissions!

And I had lots of reasons for why that was! But at the end of the day, they were just excuses…

If you continue to work with the “wrong clients” then don’t be surprised when you have the wrong business, the wrong finances in your bank and you’re not satisfied. And don’t think this is just about money either. Would you rather work with people you don’t like working with and who don’t appreciate you and what you do? Or would your rather work with people you do like working with and who really value you and what you do for them?

No brainer really isn’t it. Here’s something for you to ponder on…

Who is your perfect client? What business would you do with them? What would they pay for that? How would you work together? Why do you both value the relationship?

Answer those questions and you are well on your way to designing your dream job and your dream business.

About the author: Gavin Ingham
Gavin Ingham is a speaker and author on mental toughness and will help you to Be More, Do More & Have More in your business and in your life. For all of the latest news, podcasts, videos, tips and strategies join his newsletter. Sign up to the newsletter
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