Good Client/Bad Client

NoSpin Marketing

NoSpin Debunker #59: January 27, 2003

 

 

Have you “fired” a client in the past year (take the new NoSpin Poll)? Ever?

 

Yah gotta be nuts—especially in this economy--to “fire” a client. Right?

 

Throughout most of my business life I was told from on high—and pretty much believed--that there was no such thing as a bad client. The party line was that the client ALWAYS knows best, every client is wonderful, and you suck it up, regardless. What a dope I was to accept this myth. So let’s Debunk it.

 

First, What Is A Good Client In A Service Business?

 

ü      They share similar values—they are good folks.

ü      They communicate honestly and forthrightly when communicated with.

ü      They participate and work in partnership.

ü      They provide feedback--positive and negative.

ü      They let you do your job.

ü      They act.

ü      They get their money’s worth from your work.

ü      They may ask for a big, outrageous favor from time to time but don’t make a habit of abusing the relationship—and, in turn, let you sometimes be a hero.

ü      They readily provide testimonials—sometimes without even asking.

ü      They proactively generate referrals--and new business for you.

ü      They keep coming back to work with you.

ü      They pay their bills AND pay them on time.

 

Bad Clients Can Destroy Good Businesses

 

Now, few clients are “perfect,” but that’s not the point. People and businesses are all flawed, and every business has a problem child or two with some imperfections but overall is still a good client. I agree with Harry Beckwith in his book, “The Invisible Touch: The Four Keys to Modern Marketing,” that bad clients can destroy service businesses in a lot of different ways. Beckwith points out that, besides often being financial deadbeats, they waste an incredible amount your time (and theirs), they suck the energy out you and cause unnecessary, continuous anxiety, and they become viruses that negatively impact everyone in your company that touches them—breeding poor morale, low productivity, and turnover. And of course in the end, they not only leave—they trash you out of sheer spite or sport—and damage your ongoing marketing.

 

Beckwith’s advice: “Refuse bad business—and get rid of it fast.”

 

Additional NoSpin Advice:

 

ü      Be a good client yourself, and you’ll start signing up more good ones.

ü      Be very discriminating in whom you do business with--and maybe we won’t have a huge corporate ethics meltdown again soon.

ü      Set firm expectations very early in every new relationship and don’t back down from those.

ü      If you’ve got a bad client or two, fire them tomorrow—even if they do (eventually) pay their bills—and enjoy the liberation and additional business success that will come.

 

Good clients or bad clients…it’s your choice.

 

Also please let me know what YOU think about this debunker! And please add these unconventional business professionals to the Debunker mailing list.

 

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Tom Ranseen                           NoSpin Marketing                             615.383.7157