Whoever pays you money for the work you do, is a good client. But a client who goes a step ahead and helps you grow, is what we term as a brilliant client.
Here, we would try and explain the differences using an examples of Client A and Client B:
- Client A – Pays you on time, is very particular about exclusivity, is scared that your growth might lead to diverting attention from their account, values your services but is not concerned about your growth, thinks twice before referring business to you, doesn’t introduce you to their channel partners where you have further growth prospects.
- Client B – Pays you on time, gives you lots more business, ties you up with channel partners, pushes you to do more, is happy seeing you grow and celebrates your growth.
There are a bunch of clients which might fit in the middle of A and B but we wanted to be very particular about how we described the two poles.
Although the Client A pays on time and values your work, but is not complementing towards your growth. Is the client worth it? Yes, simply because he’s paying you money. But is it worth it for the long run? No! Simply because he’s not looking at mutual growth.
In business, like any relationship, you can’t go a long way until you’re looking at mutual growth. The agency can’t grow in exclusivity and the same goes for the clients too!
On the other hand if you talk about the Client B, he definitely qualifies as the Brilliant Client. Why? Because he’s pushing you to grow too! That’s the ideal relationship you should look at building.
Yes, sometimes, it does happen that you have to say yes to whatever comes your way but with time, one needs to learn to say no to the not so brilliant clients.
The big question – How to identify Brilliant clients?
Hmmm.. That’s a bit difficult to answer! The relationship building does take some good amount of time but the major bit also depends upon the contact points – Both at the client’s end and at the agency’s end. Once you’ve established a good relationship with the client, that’s when you can sense the difference between just another client and a brilliant client.
We’re in the process of building a brilliant clientele’ and just thought of sharing our views with you!
What do you think?