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>> Dump the Duds!

Let’s think about the 4 Ways to Grow Your Business again. And let’s focus on the First Way – “Increase the number of customers of the type you want to have”

I’ve recently read Michael Port’s book – ‘Book yourself Solid’ which covers this theory in another way. It’s called ‘The Red Velvet Rope Policy’. Port explains that by approaching your business as an ‘invitation only’ special event, it allows you to work with only the most ideal clients – which in turn, means you’ll be working with the customers you love, you’ll enjoy the work you are doing and therefore, the work you do will be your best.

Your clients are an expression of you and your business – are some of your current customers a bad influence on you? You are the company you keep!

A good place to start is to make a list of the traits your ‘ideal’ client has. What are those specific characteristics? What do you do about those ‘less than ideal’ customers?

Imagine being able to work with clients who inspire you, appreciate what you do and have the same values. This is possible once you know who it is you want to work with and decide that you will settle for nothing less. Once you do this, you can work out which customers you have that pass the test and how to acquire more of the same.

Firstly though, Port states ‘Dump the Duds’. It sounds harsh, but it is necessary. Why have customers who are taking all your time and energy and perhaps without the financial return you need?

How to prune your list

• Identify the customer type you don’t want – what characteristics do you refuse to tolerate? What people shouldn’t be getting past that Red Velvet Rope?
• Make a list of your current customers – who shouldn’t be there?
• Dump your duds! The time and energy you’ve spent on them can be time and energy you use to gain those customers of the type you want to have.

It doesn’t serve you or your less-than-ideal customer well to continue to work together. It doesn’t mean there is anything wrong with your ‘dud’ client – they just are not the right fit for you and your business vision.  It isn’t necessarily easy to make these changes, but you can never please everyone.

Benefits to creating your own Red Velvet Rope Policy

• You’ll have energy to do your best work
• You know your work matters
• You’ll feel successful and confident
• You’ll be working with customers you want to have

Port finishes off with saying getting your customers right is the smartest business and life decision you can make; it is crucial to your success and happiness. Before you know it, you’ll be working with the type of customers you love.

Who has made a list of the traits your ideal customer has? Could be a good exercise to kick-start 2012!