GO AHEAD, PLAY FAVORITES. YOUR BUSINESS WILL THANK YOU.
Imagine working only with the clients you adore. You wake up every morning excited to take each meeting. Energized by the magic you’ll create together. Knowing that you’ll show up and give your best work. And they’ll be thrilled with the result you’ve delivered and shower you with appreciation. Now imagine you get to experience this feeling every single day.
The truth is, you have the power to create this reality.
Be intentional
If you want a business that has you leaping out of bed in the morning, you must intentionally design it. To do that, you need clarity on who your favorite clients truly are. Many people think they know, but in reality have only a vague idea. The best way to become laser clear is to review your clients from the last six months. Identify your favorites. Don’t overthink this. You don’t need to justify your selection. Then, consider what they have in common. Ask yourself, what was it about working with that particular client that you loved? Was it their mission? Their integrity? The type of work? Or the way they interacted with you? The results might surprise you! Collect your thoughts and create an ideal client avatar.
From there, determine a strategy to become visible to them. For example, if your ideal client is a female family attorney, consider joining social media groups that she might be a part of. Or, give a talk to a trade association she belongs to. Publish an article in a journal she might read. Guest on a podcast that is popular with women like her. Choose a format that is comfortable for you. You’ll shine where you feel most confident.
Don’t be afraid to ask
One of the fastest ways to get more favorite clients is to ask your current favorites who they can introduce you to. Awesome people tend to associate with other awesome people. Be honest. Let them know that you value their relationship. Tell them you’re looking to grow your business and want to work with amazing people just like them. Ask for an introduction.
Social media puts billions of people at your fingertips. Your ideal clients are literally a DM away. Now that you know your ideal client avatar, you can easily search for them online by characteristics. Once you identify a potential client, look to see if you share any mutual connections who could extend an introduction. Engage with their content. Add thoughtful comments or share insights. Build authentic relationships and the business will follow.
Own your power to choose
Recognize that not every opportunity is a good opportunity. As entrepreneurs, we can suffer from shiny object syndrome. We love the rush of a challenge. The freshness of a new endeavor. Yet, not all projects are worthy of our attention. One trouble client can drain your most valuable assets: time and energy. The very same time and energy that you could be spending on your favorite clients.
The truth is, we all have a set amount of bandwidth. The same 24 hours in a day. A certain amount of energy. And a million things vying for our attention. For this reason it is imperative to have a system for evaluating opportunities. The best way to do this is to compare them to your favorites. Does it share the elements that you love? Does it bring in the level of revenue you desire? Taking your time on the front end to consider this paradigm is well worth it.
Make it a point to review your client roster at least twice a year. That way if a lackluster engagement or two sneaks its way into your business, you can wrap it up and avoid others in the future. Better yet, establish a partnership with someone who loves that type of work. Arrange a referral agreement for business you send to them. That creates a win-win-win. The client is well cared for, the partner is thrilled to have a new client and you’ve earned a referral fee and protected your time. Slow down your yeses. Harness the power of your “no.”
Your business has the potential to be anything you want it to be. Why not make it the best it can be? Yes, it takes work. It requires raising your standards. Realizing the value you provide. And never settling. It will take courage to turn down opportunities, especially well paying ones. But remember, you deserve a business and life you love. Nothing less. So go ahead, play favorites.