• by Les Kollegian , Op-Ed Contributor, August 6, 2018

Growing or building a business is a pivotal time as an entrepreneur. Securing clients is fundamental to your financial success, and instrumental in brand recognition.

The clients you gain keep your company afloat and can help spread the news about your work. While it may seem necessary to take on every client that comes your way, that isn’t a guaranteed method to successfully building your business.

In today’s world where everything is digital and shared on social media, one bad project could make or break your business, no matter how small or large the company. It’s important to look out for telltale signs that a client might not be the best fit – even if they look good on paper.

Understanding who and what syncs with your brand should become second-nature and an inherent trait you adopt as an entrepreneur.

Here are key warning signs to look for when evaluating a potential client:  

Cultures aren’t aligned.

Your business doesn’t just rely on how you treat your client, but also how your client treats you. Take note of tone, verbiage, and overall communication. Does your client treat you as a trusted advisor or as a subordinate? Are they asking about your services, or demanding?

If a client isn’t treating you with respect, that’s a clear sign this relationship is starting on shaky ground and will end poorly. While we’ve all worked with difficult clients in the past, there’s a clear line between a worthwhile challenge and a negative relationship. Don’t forget that you are providing value to the client just as much as they are providing value to you. Above all else, company-client code of behavior should be in sync before you start a new relationship. 

They only care about money.

Negotiating a contract or price with a client is a dance, and if you don’t have rhythm it can be an awkward process. But price shouldn’t be the only thing on your client’s mind. If they seem to be only focused on money, tracking your work down to the dollars, that’s a sign to walk away.

Solely focusing on the price of your services, and ignoring the quality of your services, can cause immediate friction and add unnecessary pressure to your deliverables. Not everything can be tied to a direct dollar amount, and the value you add shouldn’t be subjected to that either. If your client has the “mind on my money and money on my mind” mentality, consider looking for a new partner on the dance floor.

Lack of knowledge around your skill set.

When engaging with a new client, you’re often listening carefully on their challenges and needs, and what you can bring to the table to address that. On the flipside, your client should be doing the same thing. Just like you would research a potential prospect before an introductory meeting, they should understand your services and skill sets before engaging in the actual work. If what they’re asking is outside your scope, and you don’t have the necessary tools to complete the project, the result will fail to meet expectations and put both reputations on the line. Be honest about what you can deliver and communicate that with your client. And don’t pretend to be an expert – the quality of the project will end up speaking for itself. 

Scaling your new business is a challenge – there’s no easy path to success as you’re continuously faced with obstacles before meeting your end goal.

The clients you take on should support and compliment that journey, rather than pose as another hurdle. New opportunities can be exciting but don’t say “yes” to everything. Evaluate each client and project on a case-by-case basis and ask yourself if the project will help put a positive spotlight on your company and grow your business.

If it doesn’t, have the confidence to step away and know the right projects are still out there.