"Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives..."

- William A. Foster

As you plan for your business growth next year, how much energy are you focusing on finding great clients rather than more clients?

Several professionals who I coached this past year dealt with too many PITA (Pain in the A$$) clients. These are new clients we’re eager to land because they initially look attractive but turn into a drain on time, energy, and margins. PITAs demand lower rates, complain on a regular basis, and never pay for additional work.

I get this client perspective. Many buyers look for discounts on rates. Heck, most of us are guilty of this right now as we do our Christmas shopping online.

That doesn’t mean you have to compromise with this type of buyer in your business, especially when your product or service is not a commodity.

Here are four tips for changing your focus this coming year:

1. Look at your existing or prior clients who fit the bill as your ideal client

How did you get that client? Can you add to your work with them? Ask them who else they think might benefit from your help

2. Get to that “sweet spot” of identifying the client's need and aligning your value-add

Are you asking the key questions up front with a prospective client to understand their needs? Do they understand your value-add prior to the fee discussion? Rate pressure often comes from buyers who don’t understand why working with you is the better choice.

Ideal clients will help you reach your revenue goal, and protect your brand, sanity, and long-term growth...

3. Reevaluate associations you belong to and events you attend

Are there associations worth joining that attract more of your ideal client? Are there associations you should consider discontinuing due to a disconnect from your target client base? Find events in 2020 that are a better fit for your business and client focus.

4. Walk away from the PITAs!

You may have to walk away from that shiny object client who is ultimately not the right fit. That can be hard because you are walking away from revenue.

Consider the opportunity costs. Ideal clients who pay your full rate are the ones who will help you reach your revenue goal, and protect your brand, sanity, and long-term growth.

With the limited hours you have to invest in business development, make sure you invest that time wisely. Focus on quality over quantity when it comes to new clients.

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Doug Ott is an executive coach, business development and leadership trainer, facilitator and speaker. He helps professionals and their firms accelerate revenue growth by teaching them how to build meaningful and long-term business relationships. Connect with him on LinkedIn.