RSSJune 18th, 2007
Identifying Your Ideal Client
Everyone wants to have a job where they can wake up each morning and get excited about work. The great thing about being an entrepreneur is that YOU are in complete control of doing work that is not only worth getting excited about, but it’s something you can be proud of.
In any business, the key to great work starts with people. Not only do you want great people on your team, but you want to work for great clients that share some of the same vision and ideals as you. Learning how to identify and seek out your ideal client is the key to making your job easier, less stressful, and it also brings out your very best work.
One person that gave me great insight and perspective on this very subject is John Jantsch, and his book Duct Tape Marketing
1. Do they want what I have?
In our business, we offer web design that’s completely focused on being user-friendly first, then looks great and represents the brand well second. We value things like web standards and clean markup so that users can enjoy their browsing experience and clients can achieve their desired results.
If a company comes to us wanting a new site with a big splash page and lots of flash animations, it is probably not the best fit for either party. Even if the money is great, it’s not worth pulling my hair out trying to convince this client of doing things the way we think they should be done. Jantsch says that “people rarely act to their own benefit unless they want to”, and he is right. Working with clients that don’t want what you have is simply a waste of your time, and it can be incredibly frustrating.
2. Do they value what I do?
I believe this question is the most important of the three that Jantsch asks. Our ideal client understands the time and effort that goes into each project we work on. Believe it or not, building a site does not take 2-4 months because we work slowly. Anyone that values our process can understand why it takes that long and is willing to work within whatever timeframe they are given.
Every so often we get an inquiry for a website that has to be done on a ridiculous schedule, like 1-2 weeks. These people might be very nice human beings, but they have absolutely no value for the service we provide. Taking on a project like this involves unnecessary stress and an end result that no one is proud of. Life is simply too short to work with people that don’t value your service, and those projects are never fun to be a part of.
3. Are they willing to pay a premium for what I do?
Web development is a very creative business, and companies can charge a premium because each company’s services are unique. I feel that our team brings a great deal of talent and expertise to each project, and we charge a fee that is absolutely fair considering the time and effort involved. If potential clients are not able to work with your fee, it is simply not worth bargaining.
Since many companies offer unique services, there’s no reason to feel like you have to compete with others. You will find in ANY business that ideal clients are willing to pay what you charge without questions. Those that try to bargain or haggle over every nickel and dime for your service will be more high-maintenance and will take advantage of you. Charge what is fair to all clients and the process is much easier for everyone involved.
So this may be great advice, but how do you deal with “non-ideal” clients that you already have? Jantsch suggests that, “you should consider firing about 20 percent of your past customers simply on the basis that they no longer fit into the picture of your current business.” This figure is, of course, unique to your particular situation. If neither party is getting what they should from the relationship, then it is best to move in a different direction. Try to recommend another provider and help them transition so that you can both move forward.
Just think: there are only 24 hours in a day, and your time is worth a great deal. Spending time with ideal clients is more fun and profitable for everyone involved, and it ensures that you continue loving your job.
After a great deal of thought and consideration with my own business in mind, I believe Jantsch is absolutely right with these three questions. It really gave me some much-needed perspective. I understand it may be more difficult for those that are starting out and just trying to pay the bills. But you should always consider this advice, and work towards client relationships that can maximize the benefits for you AND them.
Long term this will enable you or your company to do great work, have less stress and definitely wake up psyched to do it over and over again each day!
Posted in Business -
3 Comments
Project83 Blog - Commentary on web development, standards and small business » Identifying Your Ideal Project — July 3rd, 2007
[…] the previous post we discussed characteristics of the ideal client for your business, and how they can lead to less […]
James — February 4th, 2008
Love the message that you are portraying and think it is great advice. I have meet a lot of people that are scared to turn down that non-ideal client because of the money. Also agree about people haggling, thats a great point about them not valuing the service you are offering them.
Project83 Blog - Commentary on web development, standards and small business » Highlights 4/11 — April 11th, 2008
[…] Some hilarious illustrations of client interactions that are all too familiar for web developers. For help in avoiding these types of clients, see “Identifying Your Ideal Client”. […]
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