4 ways to avoid choosing the wrong client

In the rush to compete for new business, take time to ask yourself: Is this new client the perfect fit for your firm?

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The phone finally rings after hours, sometimes days, of not ringing at all.

Your receptionist jumps to answer it, and it sounds to her like a “live one.” She summons you to the phone. You take the call, you write down the specs, and when the prospect asks you to prepare a proposal or an estimate, you jump.

You have incredible “hope-ium.” Wouldn’t it be great to have another client on your roster?

You win the contract. Now you and your staff are thrilled—that is, until the job actually begins. Then all these questions start circling your head: Should this client be in your portfolio? Is this client going to produce turnover and decrease productivity because it just isn’t the right fit? Does this client really “get” public relations?

Agencies are always competing for new business, but we rarely look at the other side: Is this new client the perfect fit for your firm?

Here are some suggestions on what you can do to ensure you have a lasting and mutually beneficial relationship with your clients:

Understanding goals

Our firm always ask where the potential wants to be in five years. (We ask our staff that question. Why wouldn’t we ask our potential clients, too?) This question typically evokes an interesting answer.

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