So, what keeps small business owners up at night? According to guests from The Marketing Mojo Show, it’s new business: getting it, nurturing it, managing it, satisfying it. (Read our previous blog about new business angst.) Since there is so much competition and so much choice for a potential new client, businesses should be thrilled for every new opportunity, right? Much of the time, yes. A new client, after all, expands your portfolio, allows you to delve into distinct opportunities and sets the stage for referrals from satisfied clients. Even a difficult client gives valuable lessons on how to deal with challenging situations. But what if the fit just isn’t right. How do you know? What do you say?
Here are five circumstances where it might be best to pass on that next big thing or move on from the relationship.
- Friends and Family Discount Recipients
Every business needs the support of friends and family. They provide unconditional cheerleading services, among other things. Is this worth some free advice and expertise? Absolutely. Is it worth unlimited free advice and expertise? Perhaps not, particularly if it involves the resources and time of others on your staff and/or substantial hard costs. Decide how much pro bono time you can allot or what sorts of parameters you should set with friends and family. There needs to be a balance so as not to create hard feelings, strained friendships and ruined family affairs but at the same time allow you to make a living and service your paid clients. Your scripts:
“We are very busy and I need to focus on a client with a tight deadlines. I will not be able to get to your projects for a couple/few months. If this does not fit with your timetable, I’d be happy to refer you to someone else.”
“I am available to provide consultation and project management services that involve my personal time, but will not be able to offer staff support or hard costs for the video shoot and mass mailings. If this works for you, I can provide an estimate and you can pay directly.”
- We Don’t Do That Here
It’s flattering when a client loves your work so much that they want to hire you for other projects. The problem comes when they request for you to do something outside of your mission or core competency. For example, you are a graphics company and just created a great logo for a growing company and now they want you to help design their new office space because you “are a designer with a good eye.” Don’t be tempted! Unless you’ve been thinking of transitioning to a career in interior design, you are setting yourself up for failure with a project of which you have no knowledge. In addition, it will take time away from things where you should focus your energies. Your script:
“I’m happy you are pleased with our work. Your new project is outside of our area of expertise and we hope you will consider us again for projects such as ….. “
- You Want What? For How Much?
Clients who have unrealistic or impossible expectations in terms of results and costs are the hardest to please. For example, we were approached by a self-published author who wanted us to guarantee in our contract that we would get her an interview on the Today Show. This is not realistic. Clients may also say they can’t afford your services, as if this means you should give then a discount. This may or may not be possible. Your script:
“We cannot make guarantees about things out of our control. There’s a good chance we can secure interviews and we hope you will allow us to put together a target list. It’s not something we can include in our contract.”
“To accomplish your goals will take time and resources. If you’d like to review the plan, we can do some consolidations to see if this fits in your budget.”
- Time Zappers
Some clients are needier than others. This is fine. Some client’s neediness causes hand-holding and attention that is way beyond a normal “wear and tear.” This is not fine. One way to handle this is to spell it out in the contract about your time availabilities and the hourly fee schedule for additional consultations. Attorneys are very good with this concept by providing billable hours. We should all be more comfortable adopting this method, but sadly it is not applicable to every business. Another way to avoid this is to schedule phone calls and have a written agenda with length-of-time indicators. Here are some classic time zappers:
- Daily, perhaps twice daily lengthy phone calls.
- Continued requests for endless meetings.
- Questions, questions and more questions.
- Infiltration to other staffers.
- Micromanaging the project and your every step, big and small.
Here are the scripts:
“I have to take this call. Please send me an email.”
“It seems like we can handle most parts of this project via teleconference. I’ll prepare an agenda.”
“Email is the best way to communicate with me. I’ll call you if I have any questions.”
“Please contact me directly with your questions and concerns. Chris has a tight schedule.”
“Please refer to the shared spreadsheet for easy tracking and the most up-to-date information.”
Customers who are too high maintenance with your time and attention may not be worth the contract – decide how much they are worth.
- Trauma Queens
- Disrespectful customers who create undeserved trauma/drama with staff.
- Clients who don’t pay or won’t pay on time.
- Clients who want to barter for unsuitable trades with unequal exchange rates.
All of these situations and more fit into this category. Here is the generic script for both:
“We might not be a suitable partner for you. If we are to continue this relationship, these thing must change immediately. We can also refer you to someone more in line with your needs.”
On a previous piece we asked if all publicity is good publicity as suggested by P.T. Barnum and we promised this coordinating piece about if all clients are good clients. There are shades of gray here and a thoughtful evaluation will help you determine what makes sense for your business.
Enjoy this video, How to Say No to People Who Want to Pick Your Brain:
Leisa Chester Weir
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