Sometimes as a creative business we get the chance to step back a little, when things are busy and great projects are flowing in the door, and ask ourselves that question.
Would any of our clients be better served by going elsewhere? And would the well matched clients get more love and attention from our team if we released a few that are not a great fit into the wild?
From a sales perspective it might seem counter-intuitive to ever willingly let a client go, but sometimes both parties are simply better off.
At LemonHQ we invest a great deal of time and effort into ensuring new team members are a good fit to our culture and values. And we also consider whether potential clients are a fit to our values around partnership and long term relationships.
It can be a hard thing to work out in the early stages of a business relationship, so sometimes it doesn’t become apparent until we are well down the track.
Without sounding arrogant, how do we decide if a client is a good fit for the company and the direction we are heading?
These are a few of the questions we consider:
- Is this a company/brand/product or service we are happy to promote and support long term?
- Do our team feel excited and inspired about working with this client?
- Do we have good chemistry with the key contact people – and the decision makers?
- Do we ‘speak the same language’ in terms of our understanding of their business and its goals?
- Are the client’s organisational values a good match with our company values?
- Is the client looking for a long term relationship with their digital marketing agency?
- Do they give a clear, focused brief for projects?
- Are we able to meet their expectations in terms of creative, time frames, budget and results?
- And of course, do they pay their bills (on-time)? Unfortunately cash flow is one of those business necessities that enables all the wheels to keep running.
We fully expect prospective clients to have a similar set of questions about us, and ideally, when both sides find that most of the boxes are ticked, we have the basis for a successful long term business relationship.
This approach is an ever-evolving one for us as the company grows and changes and we think the same model is relevant to many businesses.
How often do you review whether your customer base is a good fit for where your business is today?