4 Comments

Summary:

When you think about growing a business, you think about how to attract customers. You might build a web site, create marketing materials, and look for ways to get your message to the masses, but have you ever considered ways to repel clients? Separating the wheat […]

When you think about growing a business, you think about how to attract customers. You might build a web site, create marketing materials, and look for ways to get your message to the masses, but have you ever considered ways to repel clients?

Separating the wheat from the chaff is a big part of creating a successful business. As one Inc. magazine article noted, “A person ought to be able to…in five or six seconds have an idea of what you’re selling and whether it applies to them.” Weeding out those who are not well-suited for you and your business is just as important as attracting those who are.

Here are a few questions to ask yourself, to see if you’re weeding out those who are less than ideal for you.

  • Is your web site a true (and bold) representation of you?
  • Do you clearly identify your ideal client within your web site?
  • Do you offer alternatives for those who might be less than ideal for you (e-books, products, referrals, etc.)?
  • Do you clearly outline your services, as well as those you do not provide?
  • Do you have a detailed frequently asked question section on your website to help prospective clients decide if you’re the best person to serve them?
  • Do you have a clearly defined niche market, and do you spend the majority of your time networking in relevant groups?
  • Do you have a succinct elevator pitch for when people ask you what you do?

Helping people quickly rule themselves in or out as potential clients for you and being willing to turn away work that’s not a good fit will actually improve your business over the long haul. You’ll be happier and more enthusiastic about the work you do, you’ll have more satisfied clients because of the improved quality in your work, and you’ll be more likely to acquire similar clients going forward.

What methods for screening do you have in place to help you turn away more of the wrong kind of work for your business?

Image from Flickr by visualpanic

  1. Interesting post. Two comments:
    If you have an ad in AdSense it’s also important to phrase it so that people who are not your target audience don’t click you ad needlessly running up your costs.
    Also, I recently posted about a similar theme, namely when to say no to a client; http://wp.me/pFKK1-3l

    Share
  2. This article works off a wrong assumption, which is that all potential clients look at your web site. They don’t. I find the people who waste my time the most are people who have looked me up in the yellow pages, scraper sites, or saw my name in the paper, and phone up with questions which indicate that they have little or no knowledge of how the web works, full stop. Now, obviously a potential client who has no interest in your own web presence is not the sort of client you want to work with. But there is nothing you can do to prevent having to deal with their enquiries. You then have to toe a fine line between being professional and patronising.

    Share
  3. [...] Are You Repelling As Many Clients As You Should? | Web Worker Daily [...]

    Share
  4. [...] putting this newsletter together for your friend. Think about a particular (preferably your ideal) client as you compose your articles. Act like you’re having a face-to-face conversation with [...]

    Share

Comments have been disabled for this post