Posted by: Julie McManus
March 28, 2008
Issue #384

20 Questions Away
From Your Best Client Ever!

Dear Business Builder,

As I write this, I’m on an airplane headed to LA to Yanik Silver’s Underground Internet Marketing Conference.  I’ve actually wanted to attend Yanik’s conference for many years, but it was never convenient … two little girls whining “Mommy don’t go” seems to have a way of making a lot of things inconvenient.  And this time was no exception, but here I am … on my way, regardless.

This time I couldn’t pass it up.  The big draw being Dr. Mercola and his organically grown list of over 1.4 million subscribers.  Heck, if I pick up a few new techniques to organically generate a list one quarter that size … I’ll add several million dollars to my health client’s bottom line.

Clayton’s been talking a lot about his partnership model.  And sadly, I missed his and Tony’s teleconference on the subject.  But from what I hear, Tony put Clayton through the wringer … but I’m more than sure Clayton held his own.  If there ever were a king of the partnership model, it would definitely be Clayton … having made millions through his partnering ventures (believe me, I’ve seen the checks).

I can’t think of a more fitting person to explain exactly how it’s done than Clayton.  So if you haven’t seen his recent offer to join his EasyWriters Club so you can get all his partnering secrets … I suggest you check it out now.

Working in a consulting capacity and especially as an exclusive partner can be great.  But, it can also be a big giant pain in the keister.  Firing a client is probably one of the most difficult business decisions you’ll ever make, so when you set out to establish a relationship with a client, it pays to know exactly who you’re dealing with.  And this isn’t always easy.

Some of the client relationships I’ve been in, I knew exactly what I was getting into ahead of time.  I knew the client and their business well, therefore I knew how they operated and what to expect before I started.  It’s the "eyes wide open" scenario.

In other cases, I’ve entered into contracts with businesses where I didn’t know the client or how they operate their business.  So I relied on word of mouth and referrals as a starting point for entering into a relationship.  Although colleagues can tell you someone is a nice person, easy to work for and/or well respected, it doesn’t necessarily mean they’ll make a good client.  Or for that matter a good partner.  And I suspect this will be your situation more times than not.

So what exactly makes a good client?  And how can you know?  Good questions and I’m going to answer them right now.

Finding the Right Type of Clients

Most anyone with half a brain and a few years experience in most any facet of Internet marketing and Internet copywriting should really have no problem finding potential clients. 

Internet marketing is growing quickly and online businesses are multiplying like rabbits.  Many companies are begging for experienced people.  Since experienced people are in short supply, it forces business owners to consider consultants more than they might for other more established positions.   

Finding clients can be as easy as attending an Internet marketing conference where many dreamers and knowledgeable folks alike gather to learn and network. 

You typically get four distinct types of folks attending conferences …

1. Newbies – dreamers that have realized there’s money to be made online and are bound and determined to figure out how to do it.
2. Seasoned Pros – People that currently have online businesses and are making money … in some cases really big money online.  These people are often speakers, but are also looking to hang with friends and network … plus looking for potential joint venture partners.
3. Offline Business Folks – Owners and professionals that have a successful offline business and know they need to bring it online.  These people are looking for the same thing as the Newbies … but they’re also looking for seasoned people to help them do it.
4. Consultants and Contractors – experienced professionals that work for themselves and are looking for clients.

So, as a consultant or contractor looking for clients, which of the conference attendees would you choose to zero in on?  I hope you said 2 and 3.  These two groups of people give you the best hope for a successful client/consultant relationship.

Here’s why …

Both are most likely well-funded and run by people vested in the growth of the business.   

Both should have the technological resources to get the job done.

But things aren’t always what they seem …

7 Traits of a Perfect Client

1. Well-funded – Look for partners that are currently in a growth phase and bringing in lots of revenue.  The worst scenario for a consultant is to never see your ideas implemented because there’s no budget. 

   Establish ahead of time your potential client’s monthly marketing budget and their risk tolerance by specifically asking them their comfort level with losing money in the beginning.

   If a client has a really small marketing budget (say under $25k a month) and expects a 100% return on investment covering all their expenses (marketing costs, retainer, etc.) on the front end  … this probably isn’t the right client for you.  Frankly it won’t take long for the client to start questioning how much they’re paying you and quickly send you packing.

2. Available resources –There is nothing worse than working for a client that has no available resources or is stingy with the resources they have. 

   Let’s face it, one of the most difficult aspects of running a business is finding good people.  If you take a survey of 100 businesses, I’d guess at least 95 would name that the biggest challenge.  Oftentimes, businesses hire consultants simply because they can’t find qualified people to employ. 

   But consultants still can’t do it alone and business owners that think they can are crazy (and not worth working for).  Make sure you know ahead of time who your office contact will be and what that person’s role is within the company.  Find out how much time they will be allotted to support the efforts you’ll bring to the table.  Also find out whether additional resources can be allotted if circumstances warrant. 

   If the potential client balks at these questions (implying you’ll be flying solo) … run for the hills.

3. Technological resources – In the Internet marketing field, technology is the center point from which everything happens … it goes without saying right? 

   Wrong!  Just because a client wants to start marketing their business online (or already is, for that matter), doesn’t mean they have the technology to back it up.  Don’t assume that systems are in place to handle orders and reporting or that the client has a stable of programmers, web designers and copywriters patiently waiting for your directive. 

   Ask!  You’ll be glad you did.  It pays to know from which point you’re starting. 

   Just because a client doesn’t have the systems in place doesn’t mean you should scratch them off your list.  It pays to know ahead of time you’ll be fighting an uphill battle putting systems in place to handle your marketing efforts before you get any marketing done and start making them any money. 

   Make sure to set your client expectations, or (like I mentioned in #1) it won’t take long for your client to start questioning why they pay you.

4. A can-do attitude – Whether you’re dealing with the owner or a high level executive, it’s important that person have what I consider a can-do attitude.  For you, it’s the difference between success and miserable failure. 

   But how exactly can you determine if your potential client has a can-do attitude?   It’s not easy, but it can be done. 

   Brainstorm ahead of time with the client.  After you’ve established some ideas the client seems to like, start making suggestions as to how it might be implemented.  Be sure to let the client know what role they will play in the process and what tasks they or their staff will be responsible for. 

   The client with a can-do attitude will begin to suggest how it can happen and will even start to implement some of the ideas immediately. 

   The client that doesn’t have a can-do attitude will immediately make excuses and bring up objections as to why something can’t be done. 

   By hashing some of this out ahead of time, you’ll know exactly whether you’re dealing with a can or a can’t.  If you have a can’t on your hands, bail … without the client’s support of your efforts, you’ll be fighting an uphill battle.

5. Understands the value of marketing – Business owners that understand the value of marketing always put marketing first in their business.  They know that when the going gets tough, smart businesses get marketing and keep marketing. 

   Smart business owners follow the money … which simply means they re-invest what they make into more marketing efforts.  They understand the value of a customer and what it means to future sales.  They’re even not afraid to lose a little money on the front end, because they know they’ll more than make it up on the back end. 

   If you’re a crackerjack marketer or copywriter working for a business owner that values marketing above all else … you’ll find yourself in your own little slice of heaven.

6. Willingness to share information – This is a tough one for many business owners and the basis of why Clayton prefers a partnership model. 

   Business owners are naturally suspicious.  If you’re a copywriter and you write solely for one niche, it stands to reason at any given time, you’re working for your client’s biggest competitor.  This knowledge alone is enough to scare any client into not wanting to share information with you. 

   Yet results such as best performing promotions, best performing lists or efforts, ROI and revenue numbers, lifetime value, cost of goods and margins are crucial to your success.  Without those numbers, everything is a stab in the dark. 

   By asking your potential client for a list of important metrics ahead of time you’ll know their level of concern.  Discuss any concerns they may have in sharing financial information now and in the future. 

   Disclose any relationships you have with competitors ahead of time.  This will keep your client from hearing through the grapevine that you’re also working for his #1 arch enemy.

   When you boil it down, most niches are relatively small and people talk.  Be upfront about any potential conflicts.

7. Long term commitment – Oftentimes, potential clients desperately want to try something new or start to market their business in a different way.  But they expect it to make a quick impact. 

   Discuss with clients ahead of time a realistic timeline for seeing the impact your efforts will make to their bottom line.  I’m often asked if I’m accepting new clients (which I’m currently not).  When I’m asked, I begin by asking a ton of questions all surrounding the potential client’s ability to put an Internet marketing program in place that can be successful in the long term. 

   If the client is just looking for a quick buck, or the client isn’t willing from the onset to put the most basic tools into place to support the marketing efforts, I wouldn’t touch the contract with a ten-foot pole.

It can be a little intimidating to ask so many questions of a potential new client.  But the patient client that’s willing to answer all the questions … will make the best client in the end.

Good luck and I hope that helped … I’m off to the conference!

Until next week,

Julie McManus
Editor, In the ‘Net Trenches
THE TOTAL PACKAGE™
And Web Media Goddess

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4 Comments »

1. Comment by John Scola — March 28, 2008 @ 12:27 pm

   Are the Best Clients Rare?

   Julie,

   Based off of your experience, what percentage of businesses have you declined to take on because of the reasons you stated above?

   Thanks,

   John

2. Comment by Lara — March 28, 2008 @ 1:24 pm

   John asks an excellent question, thank you. This is my biggest stumbling block currently - finding clients who pay and understand the value of marketing.I think with more articles like this and more legwork on my end, I will find them. Thanks for sharing Julie!

3. Comment by Julie McManus — March 28, 2008 @ 2:55 pm

   It is a good question… but I’m not sure you’ll like the answer.  When I first started working for myself, I took on many clients that caused me heartache because of the reasons I shared.  And I kid you not when I say firing a client is one of the most difficult desicions you’ll make.  Simply because it’s hard to turn down income and we often have personal and friendly relationships with the people we work for, but in the end you have to determine how much opportunity you’re losing by working for a difficult client.  Many of my first clients had 3 or 4 of the 7 traits going for them, but then were severly lacking in the others.  So a company could have a huge marketing budget, but wasn’t willing to provide the resources that were needed.  Or on the flip side, they were eager but didn’t have the budget to sustain efforts that would lose money initially.  Then I’ve also been in the situation where the client just didn’t have the technology in place to accomplish what we set out to do.  So, with that said it’s easy to find clients that possess some of the 7 traits.  But hard to find those that possess all 7… but they can be found.  In my experience small to mid size companies where the owner takes a very active role in the businesss (and makes him or herself easily accessible to you) present the best opportunity. It is especially beneficial if your key company contact is the owner.  Don’t give up trying to find them, but also take some clients that don’t possess all 7… but know which of the 7 they’re lacking before going into the relationship.  By asking the right questions, you can determine what not so great traits you can live with.  And frankly you learn what works for you by doing. 
   Hope that helps and keep the questions coming.

   Julie

4. Comment by Lara — March 28, 2008 @ 4:15 pm

   Thank you Julie - terrific advice!