How to Identify Your Ideal Clients

“If you say yes to every job that comes your way, you risk being so busy on the wrong ones that you can’t take on your ideal job,” designer Jodie Carter says. “I recommend reviewing all your website copy and photos to make sure everything you put out to the world is speaking to the clients you want to attract.”

“It’s important not only for the business but for the clients too. Both parties need to establish if they’re the right fit,” Steve Drougas of Concept Studio says. “Without establishing if you’re the right business for a client, you can create unnecessary pressure and extra work, which can in turn affect the service you offer your existing clients.”

Having the right business tools also can help save time and minimize unnecessary work, so you can provide customers with the best service possible. Houzz Pro software allows you to stay on top of leads, communicate with existing and potential clients, create estimates and proposals, build 3D floor plans and track payments all in one place.

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Carter says there were times when she didn’t listen to her gut instinct and took on the wrong clients. “I once negotiated with a client on project management fees, because I felt desperate to get the job. It turned out to be a nightmare, and I ended up working for months for nothing, because that’s what was in our agreement,” she says.

“Everything went wrong. We used their trades and not mine, it dragged on and on, and there were endless discrepancies that had to be fixed.”

She adds, “Do not negotiate on your terms of business. You know what you need to run your business and how much you need to be paid. Don’t let a client tell you how to run your business.”

Questions to Ask

Asking potential customers direct questions can help you get a better idea if they’re right for you, Patricia Wrona of Nook & Sill Interiors says. These include:

• “What area are you in?”
• “Can I see a snapshot or plans of your project?”
• “Would you like us to send you our design packages?”
• “When would you like to meet for a consultation?”
• “What are your expectations when hiring a home professional?” Or, “What is your end goal?”

You also should ask yourself a few things when assessing a potential project, Drougas says.

• Location. Is this project in an area you are able to service?
• Scope and description of work. Is it the type of work you specialize in, and are you able to assist with it?
• Time frame. Can you deliver the type of service the customer needs in the required time frame?
• Budget. Does the scope of work realistically align with the budget? If not, advise the client so you don’t invest your valuable time and resources on a project that might never proceed.

Budget is a potential deal-breaker for Carter. “I’ll ask prospective clients what their budget is, and often they’ll say they don’t know. So I’ll prompt them with, ‘Do you have a million dollars to spend?’ This will usually get them to give you a number. We’ll cull quite a few clients in this way. They just don’t know how much a renovation costs at this time.”

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Red Flags to Watch For

You’ll usually get a few hints at the outset that a client isn’t right for your business. For Carter, these red flags include:

• Unrealistic time frames or budget requirements. If these are not right and can’t be managed, it won’t end well for either party.
• Speed daters. The prospective customer has spoken with many other similar businesses and is still struggling to find the right designer or remodeler. If that’s the case, perhaps the professional is not the issue.
• Homeowners who don’t know what they want. If that’s the case, you’ll want to ensure that you can make the additional time required to go through the process with them.
• Haggling over prices from the beginning. This is an indication that the client doesn’t value your time, work or expertise. Carter says she never wants to win business on the basis that a customer is looking for the cheapest service. “These are not the type of clients we have grown our business with.”

Christina Gomersall of Nook & Sill Interiors adds two other red flags:

• High demands on a low-budget job.
• Not being familiar with technology and requiring multiple visits to the same suppliers.

“Remember, you’ll start the project in the same way you’ll finish it,” Carter says. “If you have the client trying to lead the project, you can’t win.”

She adds that she has a multipart “Jedi mantra” to help keep her on track.

• “I am the expert. I am the prize.” This relates to focus.
• “I am on a mission to help others.” (This relates to purpose.)
• “I can only do that if you let me lead.” Remember that you are the expert.
• “All will not follow, and that is OK.” A reminder to practice detachment. You don’t need every job — you need only the right jobs for you.

Tell us: Do you have a strategy for finding the right clients for your business? Share in the Comments.

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