As a small business owner, managing your time and focusing on the right clients is crucial for success. This principle applies not only to business but can also be useful in other personal situations, with only slight adjustments in action.
Imagine this: you’ve started your day at work, with a well-organized plan to tackle the most challenging tasks first. You’re determined to get them done, so you can enjoy some well-deserved personal time in the afternoon. But just as you’re diving into your first task, the phone rings.
It’s Joe Blow, your most demanding customer. For the past six months, Joe has been coming to you with his endless problems, expecting you to drop everything and solve them. From the start, you’ve realized it might have been a mistake to take him on as a client. No matter how much you charge him, he will never be satisfied, and you will never make a profit.
Joe, like many clients, seems to attract problems at every turn. He blames everyone else, waits until the last minute, and calls you for a last-minute rescue. What should you do?
The best course of action is to not give in. By constantly fulfilling Joe’s demands and allowing him to develop a habit of relying on you for instant fixes, you’re not just enabling him—you’re also damaging your business.
Instead of rescuing him, be honest. Let Joe know that his needs aren’t the right fit for your company. Here’s a potential approach: “Joe, I truly value your business, but I believe that my services may not be the best fit for your needs. With your permission, I’d like to refer you to a company that can better support you.”
As a business owner, it’s essential to have a list of professionals you trust to whom you can refer clients when necessary. If you don’t have this network yet, now is the time to start building it. Refer Joe to a business coach, a competitor, or another professional who might be better suited to his needs. In doing so, you not only solve your problem, but you also help another business while relieving yourself from an unprofitable relationship.
Remember, no matter how much a customer like Joe may pay, they are rarely profitable once you account for the time, energy, and resources you expend. Focus your attention on the clients who align with your goals and make sure you’re prepared when they show up. The right clients will always find their way to you if you maintain your focus and priorities.