When you scan through your client list, do you find that you like your clients? Do you feel a sense of interest, happiness, or enthusiasm when you see their names in your appointment book? Do you look forward to connecting with them for exchange of value for dollars? If not, it's time to rethink your client focus and your marketing strategy. I used to think it didn't really matter whether I liked my clients- after all, I was a *professional*, so I could work with anyone. While that might have been true, strictly speaking, nothing could contain the feelings of annoyance and dread when I would be scheduled to work with people I didn't really like. Luckily, this didn't happen often, but, sometimes, there was an immediate mismatch- and it didn't get better over time. I know these clients felt it, too. If you would like to look forward to each day (after all, don't they say, "do what you love & the money will follow"?), you want to be sure that you like your clients. Liking them has a huge positive effect- you're willing to extend yourself a little further, support them a little more, and be more invested in their positive outcomes. You'll be able to charge more, look forward to your work days, and your consultation or business process will proceed more smoothly. So what are you waiting for? Get more clients that you like, and gracefully let go of the others.

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Well, it seems that I've reached another decision point in my business. Yep, that's right- another one. I have been re-evaluating my business through the lens of my life- where I've been, where I am, and where I want to go, and I'm getting some inklings that say that my best customer has changed. It was bound to happen, really, because as we each grow and evolve as people, our businesses must grow and change too. If you've been in business for a while, now might be a good time to revisit your best customer- and decide if this once best customer still is. Questions to ask yourself: 1) Do this customer's issues or problems still interest me? 2) Do I feel an inner drive to keep learning or growing in this area? 3) Can this customer afford to pay for my increased expertise and knowledge in this area? 4) Do I still like these kinds of customers? 5) Are there any other people I'd rather attract and serve? Your answers to these questions will be illuminating- showing you that you're on track, or, perhaps, that you need to make a change.

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Sorry that we missed an entry yesterday- we got a snowstorm here and everything was delayed due to bad traffic.. I didn't remember to blog until after midnight. Oops! Anyway, today's entry: One of the best pieces of advice I ever received- and one that hasn't always been easy to follow- is that of referring out clients who aren't a good fit for you. This is especially true in those businesses where you will be spending significant amounts of 1:1 time with your clients. Referring out clients who aren't a good fit will save you a great deal of time, frustration, and annoyance. Be able to recognize the traits that your favorite clients possess, and resolve to work only with these kinds of clients in the future. Working with clients who are a good fit allows you to easily and comfortably share the best of who you are and what you know. Your outlook (and cash flow) will thank you.

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I was talking with a friend last night about dating- she was complaining about having "no results" in her efforts to meet new, eligible men. (I know this is a sales and marketing blog, just bear with me for a minute)- anyway, as we were talking, I found myself giving an example straight from my own business. When I first began my business, I spent a considerable sum of money for a series of ads which were published in a local paper. They appeared week after week, and you know what happened? Nothing. Yep, you read that right. Nothing. After a time, it became clear that I was marketing in the wrong place-the readers of this publication were not seeking what I had to offer. Same goes for my friend- she was looking for long term relationships in places where she wasn't likely to find them. So, in your business, and in your life- no results means you're marketing in the wrong place!

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