A lot is written about building customer profiles of those who you want as customers.
This of course is an essential part of small business marketing, especially if you want to build a solid business.
But, what about the other side – those customers that you do not want as customers.
Two blog posts recently have been written about this dilemma and give great insights into this problem as they shared their experiences.
One was written by Paul Hassing of the Feisty Empire and his post was Blood Money and the other was written by Yonatan Maisel and his post was The Next Client: When Your Bank Account Says “Yes,” but Your Conscience Says “No”. As you read each post you can see they gave the issue a lot of thought.
So, how can you stop this issue arriving at your doorstep unexpectedly?
It is simple really; work out who you do not want as a customer upfront. It actually is not that difficult and here are a few thought starters to help you.
Also remember to ask yourself why or what is it about the customer that bothers you or doesn’t fit in with you or your business.
Industries
Are there certain industries that you do not want to be associated with because of past or present issues?
Company Values
Often companies have their values on websites; however you can do a check with a search to see if in reality they match up with what is said.
Company Culture
Look at the way they or their employees express the culture and see if it fits with your business’s culture or you if you are a freelancer.
Company Practices
What companies say and do can be quite different. Again do a search and see what is being done before you make up your mind.
Products or Services
The industry and company may be fine, but you might not feel comfortable working on certain products or services. It is best to figure this out as early as you can.
Benefits of knowing who you do not want to work with incude:
- Makes it easier to say no when given a referral
- Saves time weighing up the advantages (cash) versus your ethics
- Helps you focus on those companies who you do want to work with
There are no right or wrong answers with this exercise as you are in charge of your own business. Just as it is really important to be clear who you want as customers, it is becoming just as important to know who you do not want as customers.
Thanks for the mention, Susan! That was a lovely surprise. As usual, I agree with you verbatim.
One of the few advantages of being freelance (subject to liquidity) is that you can say NO. If you don’t use that freedom, you may as well not have it.
I’m choosing my clients very carefully these days. Had I done it years ago, I’d be a happier camper today. Still, it’s never too late to start! Best regards, P.
Hi Paul,
Thanks back to you for giving me the idea that it may be an issue for others. I think you summed it up in your comment when you said freedom,.
Glad to hear things are working out better for you.
Susan
Hi Susan,
Great post. It is true – this can be a difficult decision. Just last week I had to refuse business that was apparently mine for the taking. It was tempting.
The work would have been financially significant to my business. Even more appealing however was the prospect of building a website and lead generation program around a well known brand. That would have been a boon for my portfolio.
However, I sensed that the company practice, as you call it, was not aligned with what they said they would do. As a small business, that spelt out risk that I am unable to carry. I felt it was prudent to turn the work down.
I was unsure if I was doing the right thing, but oddly enough when I turned up to inform the contact in person, his reaction and words were sweet confirmation that I had made the right choice.
It often isn’t easy turning down customers who don’t suit your business, but as Paul points at above, it is still easier than dealing with the fallout down the track.
.-= Stephen Hamilton´s last blog ..Google Wonder Wheel: Useful Keyword Research Tool? =-.
Hi Stephen,
Thanks so much for sharing your story. It sounds like you made the right decision and another right customer is probably just around the corner for you.
You are right it is not easy to turn customers away, but perhaps we should go with our instincts more as they often turn out to be correct.
Susan
SUSAN,
Greetings from rural Australia.
I noticed Paul Hassing retweet your post, so knew it would be relevant to me.
Who you want as a customer is a big issue with all my friends in business. Including me.
I develop markets for utilitarian, textile products designed by my partner, Victor Pleshev, an architect.
In 1994, at the beginning of this journey, I made the decision that retailers would never be a part of my customer mix.
Simply because they treat you as a soulless entity.
I knew then that I only wanted customers who appreciate a warm, personal, caring relationship with me.
Which weeds out another portion of the populace.
The road travelled from then on was much harder because finding customers one on one with the same frame of reference is like finding a needle in a haystack.
16 years into my journey, I’ve achieved that.
Simply by presenting myself as a warm, personal, caring person. Which is what and who I am.
This message permeates my brochures, my websites and blog, comments I leave on others’ posts, my telephone manner, my tweets and all of my many Facebook Fan pages.
It does come at a price, though.
At the beginning of this journey, my partner and I lived a life close to poverty while we built the foundation for the business we wanted.
Many business people who have families can’t do that.
As a business couple with no children, we could.
Today, I’m in a place far better than I ever dreamt possible.
A worldwide customer base, customers who send me personal news with orders and customers who I willingly walk over broken glass to do things for.
Because it’s reciprocated.
But it takes dedication and the ability to do without until you achieve this state. It’s definitely not easy.
Susan, thank you for writing such a relevant post. Because it’s a subject every business grapples with and one that affects everyone in business.
Take care,
Carol
Carol Jones
Director
Interface Pty Ltd
Designers of The Fitz Like A Glove™ Ironing Board Cover
http://www.SimpleSolutionsForDifficultProblems.com
http://www.InterfaceAustralia.com
.-= Carol Jones´s last blog ..Who Would Have Thought?! =-.
Hi Carol,
Thank you so much for stopping by and I loved the way you shared your story. It was like I was on the journey with you.
You are so correct when you said it takes dedication and reading your comment reminds me of our personal relationships. We tend to have the best ones when it is reciprocated.
By the way I really like the title of your website.
Cheers
Susan
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I Really Do Not Want You as a Customer…
A lot is written about building customer profiles of those who you want as customers. This of course is an essential part of small business marketing. But what about the other side – those customers that you do not want as customers. Two blog posts rec…
I couldn’t agree more. I could go on forever on this theme. Try real estate sales to see where your ethics are
Hi Tony,
Please add your stories or tips as we would like to learn from your experiences.
Regards,
Susan
Susan,
Great post! If one doesn’t have the courage to say no to people and companies that are not in alignment with their own values, than they should re-think business ownership.
I LOVE working with others that have the courage to say no.
Awesome post, Susan…
The Franchise King®
Hi Joel and thanks for your comment.
You make a really good point Joel abut having the courage and business ownership. Do you have any advice about how to do it Joel as you run a successful small business.
Susan
I’ll keep it simple, Susan
I use my intuition.
It’s almost always right on the money.
The Franchise King®
Thanks Joel and the simple advice is the best.