The Importance of Picking Your Clients Wisely | Travel Research Online


The Importance of Picking Your Clients Wisely

Can you describe your ideal client?  To some, the question might seem a bit strange. After all, many of us are pretty happy to take clients as we find them. Yet, if it’s true that relationship is really at the heart of every sale, then it behooves us to choose our relationships carefully since we will be spending a lot of time with our clients. The best travel professionals understand a simple but difficult truth: there are some people you cannot help. We think we want “clients” but in reality, we want “good clients.”

Most would agree that the best travel planning experiences happen with the best clients. It is true and no coincidence. Good clients have a sense of humor, a sense of adventure and a passion for travel. They understand what you bring to the table and they know that price is only one component of the entire equation that goes to make up value. The converse is also true – aggravating clients inevitably experience less than satisfactory travel. You cannot make them happy; in fact, bottom line, it is even hard to trust them. I’m told life is too short to be spending a lot of time with people like these.

This is true in every business endeavor. Some prospective clients refuse to follow the simplest of instruction and then will blame you when things go astray. They create ever more ingenious ways for the relationship to go sideways and then will ask you to straighten everything up, often with a refund for their problems.  At some point in every successful professionals career the word “No” becomes a reasonable, justified and unavoidable answer.

You do well to choose your clients. Actively seek out the type of clients you really want. “Everyone” will not, should not, meet the criteria for your client demographic. Fire the bad ones and train the good ones. You will be happier for the effort. Interestingly, so will your best clients.

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