Blog from Maribeth Kuzmeski of Red Zone Marketing
It is enticing to take on new clients quickly that seem to have everything that you want, especially the willingness and ability to buy. But what if, in your haste to sign on this great new client, you don’t properly assess how this person will act as a client (it goes the same for business partners, alliances, and friends). Have you taken into consideration not only your short-term benefits, but also the long lasting impact this relationship could carry on you and your company?
All clients are not created equal. All people are not either. You find out all you need to know about a person, client, business associate or “friend” when a stressful situation causes emotions to take over common sense. The question is – how can you fast track the time it takes to figure these things out so another person’s actions and reactions don’t become detrimental? The answer – the signs are there, you just have to look for them. The person with a big ego is harmless unless that ego is turned against you. The friend who cheats on his taxes is ignored until that person cheats you out of something. And the client who discusses run-ins with other service organizations will likely have one with you too. The signs are there. It pays to take a step back and evaluate whom you associate with before you enter into any agreements or take on new clients. I have seen too much trouble occur to good people who naively thought it would never happen to them.
Maribeth Kuzmeski
Maribeth Kuzmeski, MBA is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. She is the author of 4 books, has frequently appeared on TV and radio, and has written articles on marketing strategies for hundreds of publications including Business Week and Entrepreneur. She regularly speaks to audiences on topics relating to business development, marketing, and sales strategies. Maribeth is author of The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life (Wiley, September 2009).
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Thank you for this post – so on point and a lesson I had to learn the hard way in starting my own freelance writing business.
Maribeth,
I especially found you on target when you mentioned the “friend who cheats on his taxes is ignored until that person cheats you out of something.” I strongly believe, and agree with you, that if someone is willing to be dishonest in their personal life, they are 99% probable to be dishonest in business.
If Catalogs.com finds a client that is out-right lieing or cheating, we will ask them to leave our client-relationship. Life is too short to surround yourself with bad people.
Leslie