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#53 - Clients:
Quality Beats Quantity |
You're
better off with a few eagles than lots of turkeys.
Quality beats quantity when it comes to clients, as Business by
Design reports this month.
THIS MONTH:
+ The Best are Better
+ Give the Best Your Best
The Best are Better
Having too many clients can cause more financial problems than having too few.
You're better off spending more time serving your best clients, than scrambling
to serve a bunch of smaller ones who are more trouble than they're worth.
Working with too many of the wrong clients is a formula for failure, if there
ever was one.
Unfortunately, it's a formula too many design professionals follow too often.
Why?
Because they say "yes" when they should say "no." They accept small jobs with
high maintenance customers who are more interested in bargain basement prices
than fine design.
If you're stuck with too many of these bottom feeders, you're fishing in the
wrong waters.
You're probably underserving your biggest fish while you spend all that time
accomodating all those minnows.
Give the Best Your Best
Tell me about all your small projects for all of your small clients, and I'll
tell you to aim higher.
I'll tell you to make more profitable use of your time by focusing, instead,
on your best clients.
Ask them about a "Phase II" for the current project. And about upgrades. And
about your commercial, as well as residential design services, or vice versa.
At the very least, ask them for referrals.
Put your best clients under a microscope, and analyze their every need, before
searching for new prospects through your binoculars.
The long term value of a client is more than 100 times the value of a single
transaction.
Expanding your relationship with your quality clients beats having a quantity
of tiny--and perhaps troublesome--ones.
Think big.
Think quality, not quantity.
Think eagles, not turkeys
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© 2006 Fred Berns
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