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One of the biggest challenges with any business is learning when to say No. This can be particularly true when delivering services, which tend to be less tangible than products.

Every business has its image of the ideal client or customer. Similarly, there should be a clear understanding of what makes a client unsustainable for a business.

Firstly, ensure that the client’s requirements are consistent with the strategic approach of your business. If the potential client will require additional resources or time in an area that is not your strength, then it may be detrimental to the direction of your business. The same also applies for partnerships, ensure that there is genuine mutual value, beyond a simple referral approach.

Secondly, ensure that the prospective client will value your services. Outcomes need to be recognized when delivering services. While you should be accountable, your client also needs to recognize the value that is delivered.

Thirdly, envisage whether there is an ongoing business relationship with the prospective client. If you are required to provide a service that delivers little return or prospect of an ongoing business relationship, then it may not be worthwhile undertaking.

Our core service is strategic marketing, to complement our marketing plans we provide marketing implementation and outsourcing services. We however, do not work with prospective clients that fail to value a strategic approach, or simply follow an adhoc approach to marketing, because it tarnishes our methodology.

When considering your clients or customers, always be mindful of clients that may be more trouble than they are worth.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex's expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

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