Why I Turn Down Most Clients

Let’s take a look at two clients:

One client, you took on in a time of need. You knew they would be trouble, but you signed them on anyway. They think they know better, they work you harder, they email, call, text you at all hours, they want their pound of flesh, they pay less than everyone else, and they actually want you to fail.

The other client came to you. They knew exactly it was they wanted and worked with you to get it. They pay more, bother you less, and love sitting back and watching you getting the results. They respect your time and space, keep appointments, and you work together for years.

Everyone wants the second client. They’re the client that lets you build their business and helps you to build yours.

But nearly everyone gets stuck with the first client at some point. That’s the client that ruins you, and your agency.

Learning how to choose the right client is key to building and scaling a successful agency of any type.

The Pareto Principle

You must have heard of this:

In 1906, Italian economist Vilfredo noticed that 80% of the peas in his garden came from 20% of the pods in it. Next, he realised that 80% of the wealth in Italy was held by only 20% of the population.

It’s a ratio that holds true everywhere:

In sports, 20% of the athletes win 80% of the time.

In TV, 20% of shows are watched by 80% of the audience.

And in business, 80% of your profits will come from 20% of your clients.

BUT

80% of your stress will come from 20% of your clients.

Create a checklist

The best way to avoid a bad client relationship is to stop it starting in the first place.

That’s why before working with any client, I make sure they tick three boxes:

They don’t ask for a discount

The first major red flag with potential clients is if they ask for a discount. If you have priced your services sensibly and competitively, you should never accept anyone who asks for a discount.

As well as showing a lack of respect for you and your business, they are showing a lack of commitment on their part. What they’re essentially saying is, they don’t think you can bring results to the table.

And why would that be? Their product isn’t good enough.

They know nothing

Ever heard the expression ‘a little bit of knowledge is a dangerous thing’? There’s a certain type of client who, because they understand a little bit of what you do, will always look to trip you up.

They actually want you to fail, to prove that they know better.

It’s madness, but some clients behave like this.

By all means, work with a client who understands the importance of what you do, but not one that thinks they can do it better.

They respect my time and space

The worst client is one that thinks they own you. They message you in evenings, call you on weekends, and make your life hell.

It’s an unproductive nightmare.

When a new client approaches me, they do so through my official channels. They make an appointment, and they show up. If they’re late, or make repeated cancellations, that’s the end of the relationship right there and then.

I turn down 95% of the clients who come to me

I try to operate from a position of power, not force.

That means I don’t sit there desperately waiting for clients to call, and I don’t spend countless hours on the phone cold calling.

It means that I market a product which I have the utmost confidence in.

So when a client comes to me, I get the chance to make sure they’re the right fit for my agency, and that we can build on each other’s success.

In a world where the customer is always right, make sure they’re the right customer for you.

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