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We all define the ideal client in many ways, but essentially it boils down to two things: the ideal client relationship is one in which you make money and have an appreciable impact on your client. Sure, you want to enjoy the relationship, you want referrals, you want prompt payment, you want to work with a decision maker, and a dozen other things. But those two things are the really important ones: money and impact.

We talked about money last month–this month is about impact.

The Role of Control

How do you get (money and) impact in a client relationship, consistently, month after month? It doesn’t happen without some measure of control in the client relationship. If you’re an order-taker (that’s the opposite end of the spectrum), you’re not an expert, and your recommendations are not considered as seriously as they could be.

So impact doesn’t happen without control, and you know this from your own life outside of work. Unless your physician takes control, he won’t have much impact on your situation. Sure, he will have to listen to you and tailor the treatment to your circumstances, but ultimately he’s got to be the expert or…you’ll just shop for another doctor, who will tell you want you want to hear and be the order taker, whipping out his prescription pad and taking notes as you tell him what you need. This is what your clients often do if they don’t think you’re the expert. Read more

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You really have no business starting a business and not making good money, eventually. Money itself is just a tool, for good or bad, but when you start a business you’re declaring your intent to be profitable (after paying yourself a fair wage). Hopefully you’ll make money in an ethical manner, fully understanding the power (for good) that it can have.

Why Making Money is Important

You’ll have your own list of why this is important to you personally, but let me suggest a few things.

First, money is the currency of respect, and it’s just not enough for your marketing advice to be good advice. If you don’t also charge ridiculous amounts of money for it, you’re just a replaceable, marginalized commodity without much impact.

Second, it takes money to keep a good business healthy. You can spread it around for employees, equipment, facility, selling your services, retirement, etc.

Third, money is a very useful tool for your own personal use in changing the world. When I come across a client that is already making lots of money, I try to help them see how they could start a foundation to have even greater impact.

Fourth, you’ll eventually go through a healthy transition where you understand that “life” is better chased outside of the business, and money makes that easier. Read more