Why You Must Resist the Urge to Take Any Client—With Randy Shattuck

RainToday.com's Podcast: Marketing & Selling Professional Services

During tough economic times, you may have to take on less-than-ideal clients to keep the lights on and generate the revenue you need. But you must not make that a habit if you want to attract higher-paying ideal clients and grow your business.

"If you don't make an ideal client profile and don't make acquisition of ideal clients a top priority, typically in my experience … you're going to continually find yourself just taking what you can get as opposed to being what I call successful on purpose," says Randy Shattuck, President of The Shattuck Group.

If you want to be among the organizations that have superior performance compared to the rest of the market, you must have disciplined thought and disciplined action, Shattuck adds. You can't assume you know what's going on. You have to do the research and base your actions on those findings.

Listen to this excerpt from Shattuck's on-demand webinar Top 5 Client Acquisition Strategies in a Tough Economy to learn how to:

• Develop an ideal client profile
• Conduct research with your top 10 clients
• Attract higher-level clients
• Use your website and other marketing materials to enhance prospects' perception of you