There is a popular play that ends on a gloomy note. The hero concludes, after a disturbing process of contemplation, that hell is not a state of mind but rather, it’s other people.
I’m not satisfied that’s true, but in entrepreneurship, a hell is a place in which you’re unable to select your clients.
That is one of the benefits of being in entrepreneurship, being able to serve a niche that you find pleasing, financially, and otherwise.
For instance, I know another trainer who aims at enhancing the production of attorneys and law offices. He likes traveling with his patrons, and I suppose, for him, the law is the route not taken, and by assisting attorneys he can still feel he’s part of that universe.
Fair enough, as you can visualize, numerous folks would pay good money to evade having lawyers on their books! To each his own, but I do know this: If you allow yourself to assist people you deem to be bad clients, by their personality or performance, you’re going to perform poorly, not only with them but with the good ones, as well. To put it bluntly, the bad clients push out the good.
Let’s say you choose to serve basket-weavers. What’s going to follow, whether you like them or not?
You’ll learn everything about basket weaving and you’ll speak the language of these folks. They’ll become your recommendations, and whenever someone else thinks about working with you, they’ll call them to see how you worked. Non-basket weavers won’t find basket weavers reliable sources, so you’ll get stuck in a cycle, working with mostly them.
In this way, basket weavers will fill up most of your space and informed thought and keep you stuck in an untamed circle. The only way to take care of your future is to recognize who brings the wrong client for you, and then thin out their ranks, and don’t substitute them with others like them.
This can be a painful process because you feel you’re driving away money, and in the short term, you are. But in my judgment, when you lose bad clients, nearly right away, you achieve better ones. You can feel remarkably good, having eaten the fire, and taking the heat for making a counter-intuitive resolution. By having more loyal clients, you might also find that heaven just may be a circumstance in which you’ve built the luxury of associating with good people.