New Business. We just love it. It's the cause for much excitement in any marketing or PR firm, ad agency, law office. Pretty much everyone likes to win new business.
But after 30 years as a franchise PR specialist, I have learned to ask myself "Is all new business worth the 'high' you get from winning it?" And moreover, are all clients worth keeping because you can't part with that fee?
The answer, I promise you is NO.
Here are some reasons to turn down a possible new client and/or fire an old one.
- At the first meeting they already know more about your business than you do. Or they think they do.
- As happened to me recently, they are horribly rude to one of your references.
- You see them treating other vendors, employees or franchisees badly. They will do the same to you.
- They try to get your price down once you have set a reasonable fee for what they need.
- An existing client is always going around you to one of your staffers for "extras".
- They are extremely demanding and their expectations are out of control, yet they have no idea how you do what you do.
- They are never available and blame you for not delivering.
- They are consistently rude and nasty to you or your staff.
- They are consistently late with payment.
- You have a gut feeling they are just "sketchy".
I feel I have touched on all major reasons but if you have other bullet points or perhaps a different point of view please do share.
We all have to deal with difficulty in life.
But I have found that sometimes the drain on your energy and emotions can be much more damaging than having to cut out a couple of expenses here and there.
Then again, 30 years in one demanding business like PR can be akin to being repeatedly pelted with hail!