An Evaluation of the “Right” Client

In a past article for SBJ, titled, “Is Your Business Missing the Target," I talked about the fact that within our enterprise of companies, our real target client is someone who seeks to collaborate with a team they see as partners, not just vendors. In other words, it's more than just someone who needs our goods and services. If a client views you only as a vendor, it can lead to lower service expectations. Meeting expectations can mean a successful job, but it's not enough for us. We strive for more than just satisfying customers; we want to add value beyond the minimum, and we want a relationship. That does not mean that’s always what we end up with, but that is our target. Someone recently asked me to expound on this concept, so I will do my best here.

Our ideal client goes beyond merely needing a service; they seek to build a relationship with us. This deeper connection not only fosters trust but also enhances mutual growth, leading to more meaningful and successful interactions. It means it’s not as much about cost as it is value. Prioritizing a client who values a relationship can significantly impact your business, but first, we must understand what the “Right Client” looks like.

A client who desires a relationship is more than a transactional partner. They are invested in the long-term success of your collaboration, valuing the ongoing dialogue and understanding you bring to the table. This type of client is not only interested in what you do but also in how you approach and execute your work. They appreciate the nuances of your expertise and are willing to engage with you beyond the immediate scope of a project.

There are some real benefits of a relationship-oriented client.

When they seek a relationship, trust is naturally built over time. This trust leads to more open and honest communication, which is essential for understanding their actual needs and delivering tailored solutions. A relationship-oriented client is likelier to share valuable feedback, which can guide you in refining your services and improving outcomes. It's just easier.

Increased Loyalty and Retention: Clients who view your business as a partner rather than just a service provider are likelier to remain loyal. They are invested in your success and see your business as integral to their own. This loyalty often translates into long-term contracts and repeat business, reducing the need for constant client acquisition efforts.

Greater Flexibility and Understanding: A client who values a relationship understands that challenges and changes are part of any project. They are more likely to be flexible with deadlines and modifications and are willing to work collaboratively to overcome obstacles. This adaptability makes it easier to manage and navigate complex projects.

Mutual Growth and Success: Fostering a relationship can help you and your client grow together. Your client's success intertwines with yours, creating a partnership where both parties are motivated to achieve outstanding results. This shared objective enhances the quality of work and drives both parties toward continuous improvement.

Referrals and Positive Word-of-Mouth: Satisfied, relationship-focused clients are often your best advocates. They are likelier to refer you to others and speak positively about your work, providing valuable word-of-mouth marketing. This organic promotion can lead to new opportunities and broaden your client base. Regardless of our successful marketing efforts, over 70% of our best projects come from this organic promotion.

In summary, the right client seeks more than just services—they desire a genuine partnership. By fostering a relationship-oriented approach, you build trust, encourage loyalty, and create opportunities for mutual growth. Such clients contribute to the success of individual projects and become long-term advocates for your business. At least within our group, we will move mountains for these people and go to bat for them every day. We prioritize these projects.

Donnie Brawner, Partner, Colligo Holdings
CEO/Owner, Paragon 360 & Paragon Fabrication

Originally Featured in Springfield Business Journal: An Evaluation of the “Right” Client