One of the key questions I ask when working with a client is ‘Who is your dream client?’ And often they reply, without hesitation, ‘One with a huge budget’.

On the face of it, that might sound like a perfectly logical wish but is that really what you need in a dream client?

Stick with me and I’ll explain the logic.

Imagine you are a car dealer. Would your dream client be someone who walks in, buys a top of the range motor, for cash, and disappears, never to be seen again? Money in the bank. Job done.

Or might you prefer a client who walks in, buys a mid range car, on finance, brings it in for regular servicing and tyres for 3 years then returns to trade it in for another car, on finance, which they then bring in for regular servicing and tyres for 3 years, tell their friends about how easy it is to book their car in, what a great job you do in servicing it, how the car always gets valeted when it comes in for service… and so on, and so forth? Do you see where I’m coming from?

Banks don’t want customers who have money, they want customers who want to borrow money and who will pay it back over 3 or 5 years then borrow some more. Repeat business and happy customers is what it’s all about. Read more »