It’s true: you are what you eat, whether we are talking about your health or your business. I’m more focused today on business. I have seen this most often in ad agencies, but it happens in other businesses as well.
I’ve known ad agencies that said they wanted to focus on branding for large clients but still they keep accepting clients that are too small and who don’t really want branding services. Guess what happens? They are what they eat so they keep getting small clients who don’t really want branding services. How’s that working for you? Not too good!
Now, I am not saying that you automatically fire all your current clients who don’t fit the mold. But you don’t accept any new ones like them either.
Step one is to move existing clients – even if they are wrong for you – to try the product or services for which you’d like to be known. You get a little success there and then you can focus on prospects who are perhaps not ideal but are a step in the direction you have chosen.
When we started My Creative Team, we had a mix of small, medium and large clients. We quickly discovered that the way we worked – while OK for smaller clients – was really ideal for Fortune 1000 size clients. We didn’t fire any clients but we tried to move them to act more like the larger clients. Those who just couldn’t get there, eventually moved on to a more appropriate resource, and we often helped them find their new agency. We parted friends. You should follow this track, too.
Finally, we focused our new business efforts on the kinds of clients who were ideal for us. It didn’t happen over night. So, patience and persistence are necessary to change your marketing diet. Get out there and eat something good for your business.