One client, two client, three client, four.
What makes some clients great and others a chore?
Thoughts from a Dr. Seuss Wannabe
Over the years I’ve been faced with every kind of client. Some experiences have been good, some bad and some downright ugly. If you’re like me, you want to avoid the bad and the ugly as much as possible – but how?
In my experience, bad clients almost always have red flags. Some are more obvious than others, but if you look close enough, they’re there alright! The longer it takes to spot them, the deeper you get into a project and the harder it is to cut ties with a client…so you need to be on the lookout for red flags right from the get-go.
Red flags are like cockroaches
Honestly, it’s true! Red flags are just like cockroaches. For every red flag you see, you can be sure there’s many more lurking in the shadows. If you start spotting red flags in your client early on, you need to end the relationship as soon as possible.
But spotting a bad client can be easier said than done - even for the most experienced project or account managers. So how can you tell a good client from a bad one? To help you weed out the bad clients here are five types of bad client and their corresponding red flags.
1. The one with unrealistic goals and expectations
They’re the clients that are constantly underestimating time requirements and costs and undervaluing how much work you and your team do. These clients can be extremely demanding and are often out of touch with the brand building and digital marketing industry. You can spot clients with unrealistic expectations by looking out for these red flags:
They dictate all the deadlines, rather than consulting you and your team
They demand that you are available after office hours to discuss projects
They undervalue how much a website build or campaign is worth and attempt to haggle prices that other clients are happy to pay
They underestimate how long projects take to complete and use estimates to dictate deadlines
They insist that you meet impossible goals regardless of market conditions (e.g making the first page of Google for certain SEO terms regardless of related search volumes, trends and competition
2. The one that won’t follow your process
These are the clients that think they know it all, when really, they only have a vague idea. Sometimes they’ve tried DIY marketing and consider themselves tech savvy. In other cases, they may have worked with other people in your industry and have preconceived beliefs about your agency’s processes. Either way, they can be extremely difficult to work with. Here are some red flags to be wary of:
They question you and your processes right from the start
They’re never on board with your ideas and fight you every step of the way
They always compare you and your team to other teams they’ve worked with
They repeatedly undermine or challenge you and your team
They continually suggest that you should be doing things differently
3. The one with an incompatible personality
What this client looks like will depend on your own personality of course. One client’s personality might not bother you, but it will drive another project manager crazy! In my experience, however, these are the incompatibility red flags to watch out for:
They constantly talk over you or interrupt you during calls and meetings
They resort to yelling, verbal insults or other irrational behaviour when unhappy
They are controlling and treat you like a servant rather than a professional
They write long, rambling emails that have little or nothing to do with the project
They say things that make you uncomfortable
4. The one with incompatible values
It’s not personal, it's just business…right? Wrong! When you’re a small to medium sized agency, you can’t afford not to take things personally. You spend so much time interacting with these clients, some of which will become repeat business or business partners.
If you and your client’s values aren’t matched, you’ll feel like a sell-out and find working with them extremely difficult. I can’t speak for everybody because everyone’s values are different, but here are some organisational values I couldn’t get behind:
Organisations which are destructive to the environment
Organisations which undermine gender equality
Organisations which undermine the LGBTIQ+ community
Organisations which oppose evidence-based medicine
5. The one that’s just not ready
These clients have the potential to be good clients down the line, but they just aren’t there yet. Whether they’re an emerging start-up or an established business looking to expand, these are the clients without a clear focus or goal. They may be missing a vision, value statements, brand strategy and/or unique selling propositions (USPs).
No matter how hard you try, and how motivated they may seem, without planning on their side, you won’t be able to get the results you both want. Here are some red flags of the unready:
They don’t know what they want to achieve
The don’t have the budget to cover the costs of your services
They don’t really understand why they need your services –they’ve just heard it’s a good thing to do
They’re clueless about how your offer differs from other types of services that address the same problem
So, what does a good client look like?
Now you know the red flags to watch out for, what are the green flags? The things that make good clients stand out from the crowd. To help you identify the good eggs from the bad, here’s how to tell when you’re dealing with a good client:
They have realistic goals and expectations
They value you and your team’s time
They allocate enough time for projects
They are open to suggestions and creative input
They understand approximate costs and have budgeted accordingly
They trust your process and do what they can to assist you and your team
They understand and can explain their business direction and needs
Sometimes…bad clients can’t be avoided
In an ideal world we could say no to every bad client that comes our way, but (as you know) there are times you’ve just got to grin and bear it. Sometimes you can see the red flags from the start but there are stronger forces at play, and you have no choice but to take on the bad client. Sometimes you need the money. Other times the ‘powers-that-be’ have accepted the project on your behalf and there ain’t nothing you can do about it. In these situations, you’ve just got to make the best of a bad situation.
When life give you lemons…make client-ade! Dealing with bad clients
When you’re faced with bad clients and there’s no way out, you’ve just got to embrace the sour and offset it with a bit of sugar. By that I mean, take any negative energy and opinions from them, and try to redirect it into something productive to sweeten your relationship.
If your client has unrealistic expectations, be clear to your clients about what it is that you can, and cannot, help them achieve. If a client is questioning your processes, reassure them by showing them examples of how it worked out on past projects or direct them to past client testimonials. If they’re still sceptical, you can even create a roadmap to outline how you help businesses succeed.
When it comes to clients who simply aren’t ready, remember to be thoughtful. Instead of turning them down completely, try to provide them helpful resources or recommend other connections who can help them solidify their business plans and accelerate their progress. This way they’ll probably come back to you when they are ready.
Create a lemon free zone! Warding off bad clients in future
Clients with incompatible personalities or personal values can be incredibly difficult to deal with, so it really is best if you can deter them in the first place. To ward off clients with incompatible values, you need to advertise your personal values prominently on your website and socials. Some people believe that personal values have no place in business, but if they’re important to you and your agency, you need to put it all out there!
To avoid clients with incompatible personalities, try some screening techniques. Try to get the client on the phone or a video chat if possible. It will give you a better idea of their personality than email or messaging alone. If they pass the first test, set up an initial meeting and be on the lookout for those personality red flags. If you spot any, politely explain that you don’t think you or your team are the right fit and refer them to another local agency.
How do you tell the sweet from the sour?
At the end of the day, working with bad clients is more trouble than it’s worth. Not only do they eat up your time, energy (and sanity), they prevent you from cultivating stronger relationships with your good clients and pursuing new opportunities.
To safeguard yourself (and your team) from bad clients, you need to be vigilant from the start. Advertise your personal and agency ideals and be upfront about what it is you offer and decide on your personal dealbreakers.
Keep an eye out for client red flags right from the get-go. If you spot any, be proactive in trying to resolve these issues, but if it’s clear the client’s going to be trouble, kindly send them on their way.