5 Signs a Client is Not a Good Fit for Your Business
When meeting with a prospective client, we can get so caught up in wanting to help them see the value or our services, that we overlook the signs that they wouldn’t be a good fit for our business. I’m guilty of having done this a time or two. I know because the client was a headache to work with and ultimately didn’t work out long-term. So how can you avoid wasting time and energy on the “wrong” clients? Start by watching out for these common warning signs.
- They can’t really tell you why they want to meet with you
This first warning sign should throw up an immediate red flag of caution. If you receive an email or phone call from someone who wants to meet with you to discuss your services, but they can’t really tell you specifically what service they need or the major challenges they’re facing right now, don’t be too quick to schedule an initial consultation.
It may seem like a good idea to sit down with them to gain more information, but from my experience, this isn’t the case. A good client can communicate why they want to meet with you, and what they need from you. A client who doesn’t know enough about their business’s problems to know why they need your services is likely going to be a waste of time.
- They use the initial consultation to get as much information out of you as possible
If you leave your initial meeting with a prospective client feeling like you just left an interrogation, there’s a good chance you may not be hearing from then again. I never charge for an initial consultation because I see this as an “information-collecting” phase and not an “information-giving” phase. A warning sign that a client is not a good fit is that they use this first meeting to try and get right to the meat of things. How do I do this? What are the best practices for this? How can I solve this problem? These are all great questions I’m happy to include in a strategic communications plan, but as for this first cup of coffee together, let me understand more about your business and current tactics.
- You pick up on the fact that they’re “shopping around”
If you meet with someone who references the multiple other companies (who offer your same services) that they’re talking to, this is a sign that they are making a game out of this. I understand – and encourage – clients to talk to one or two other companies for comparison, but when a client is taking months to “interview” a dozen consultants, this isn’t going to be a good fit. First, you’ll end up waiting on hold for a long time until the client can sort through all of their proposals and notes. Second, this is a warning sign for how they do business and it’s likely they will overanalyze and hold up progress on your efforts, too.
- They don’t seem serious about making a commitment
When I meet with a client, there’s a pretty clear process that results in a signed contract and the commencement of services. A big warning sign of a bad client is one who doesn’t have any idea of when they’d like to start their project. They’re just beginning to test the waters to determine if your services are the answer to their current challenges. What you want is a client who has already worked through this process and determined that they need the services you provide and have clear start date in mind.
- What they need is not really what you provide
A final warning sign to watch out for is when you get the gut feeling that your services are not the answer to their problems. Maybe they need business development, not PR. Or maybe they are already doing everything you would tell them to do and they just need to give it time. There are a lot of scenarios, but the end result is the same. If you know your services are not a good fit for their business, do a favor for both of you and be honest with them.
Do you have a warning sign to add to this list? Share your thoughts by leaving a comment!