A cynic is a man who knows the price of everything, and the value of nothing" – Oscar Wilde

One lesson I have learned the hard way is that not all clients value getting served with passion.

Let me explain why I say so.

While an employee in Guinness Benin city, Nigeria, I would work round the clock – even as a shift brewer – almost without regard for my personal health. One day, while working this way during my days as a trainee(Year = 1995), an expatriate manager had gotten so concerned that he told me, "Tayo, there’s a world outside Guinness you know!".

But I did not relent. I would close morning shift for instance, and stay back – till nightfall – working on a spare PC developing a variety of Lotus 1-2-3 applications aimed at helping automate certain tedious report preparation processes I had identified.

Over Time I Got Recognised – And Rewarded For It.

Soon, other departments began courting me for my skills. For instance, the Utilities Manager (Shola Adeniran) got me to automate his department’s Monthly Report using Lotus 1-2-3 macros(Year = 1997). Later on, I got promoted Training & Technical Development Manager(TTDM) and was nominated to attend a six week International Brewing Course organised by the Institute and Guild of Brewing, UK(Year = 2000).

About 3 months after resuming as TTDM, I was nominated to act as Production Manager. Again I did the same thing – stayed longer, worked hard etc. My appraisals got better each year.

It is instructive to note that I only spent 7 years in Guinness. But what I achieved during that time, some had not in 14 years of working in the company!

What’s The Point I’m Making? 

You see, Guinness preached certain values to all employees. One of them was the importance of  HAVING A PASSION FOR WHAT WE DID.

That resonated very strongly with me. I keyed into it, because I believed it was important to enjoy whatever one did.

And when I began to get "tired" of the routine of paid employment; when my creative instincts began to make me feel limited; I realised I needed to launch out on my own as an entrepreneur.

But I did NOT leave my passion behind. I put it into doing what I had done in Guinness, for my clients. A good example is spreadsheet solutions development, that I now do using MS Excel-VB development.

I made a point of always Going The Extra Mile in serving clients I won over, just like I had done in paid employment.

But I soon realised that in the real world, outside paid employment, certain people – no matter their level of exposure or education – tend to abuse service delivered with that kind of passion.

1. When you charge a fee to do a job for 4 hours, and stay on longer (without charging extra) in a bid to get it right, they conclude you’re either desperate or hungry. They will refuse to see any positive intent in it. Some could even suspect you have ulterior motives for working so hard for them!

2. Even when your superior work quality is why they hired you over the next person or company, some clients will try to get you to accept LESS payment than those they left to come to you. Give in once, and you’ll never be profitable again working for them. And you know what? It never bothers them.

A Short Story To illustrate

I was once present when a client hotel’s manager was discussing with his supervisor about purchasing new toilet rolls for the hotel.

Manager said: "These things are getting more expensive. Our current supplier says a batch is now N2,500."

Supervisor replies: "Yes, that’s true. I guess their costs of production are rising. No thanks to the power supply problem among other things in our economy".

Manager: "Do you remember that there was a guy who used to supply us at N1,500 some time ago? Where is he now?"

Supervisor: "He closed down a while ago."

As I listened, I could not help saying to myself : "Of course he would close shop. When you fail to sell profitably, you can NEVER stay in business. It was only a matter of time."

My Point: Such Clients Never Think Win-Win!

Some clients, in my experience, want what they want, but don’t care how it affects the service or product provider they get it from at unfair rates. I believe in win-win relationships. Everyone should benefit!

The above is why I have a rule of subtly disengaging any client that UNREPENTANTLY subjects me to recognisable abuse, in spite of my efforts.

I once had an abusive client who refused to pay an outstanding bill say to me "You know I can stop using your software don’t you?". That was meant to be a threat to make me give in and do his bidding, without insisting on my payment. But I called his bluff…and I’ll call the bluff of anyone who is mean enough to use threats or other forms of abuse to try getting my service.

My Business Is NOT An Ego Trip. And Yours Should Not Be

I have a vision to deliver value for every paying customer, beyond what s/he pays me. My reputation in this regard already bears me out. It is therefore reasonable that I expect to get treated with equal consideration by clients I shower affection. So should YOU!

I am beginning to find that online, my passion-driven service focus works better. And this has recently made me spend more time promoting my products and services for direct sale through this channel.

It’s great to speak with people you have never met, on phone (or via email) and have them express appreciation for how you responded to their orders, and requests in relation to your work.

I however still look forward to forging lasting relationships with offline clients who continue to act with win-win dispositions in their dealings with me.

If you want to get good service, and enjoy access to it for a long time, in a friendly win-win relationship with your provider, I encourage you to "Avoid Trying To Buy Based On Price Alone From A Competent Solution Provider!"

"I have found no greater satisfaction than achieving success through honest dealing and strict adherence to the view that, for you to gain, those you deal with should gain as well." – Alan Greenspan

Some people go into business under the misguided impression, that "all buyers" must be given whatever they ask for – no matter how unreasonable it is. This mindset ends up putting them at the mercy of most of the dients and customers they get. And they end up trapped in energy sapping relationships with exploitative or manipulative buyers.

In this post I suggest steps you can take to protect yourself from being shabbily treated and exploited by naughty clients that may sometimes come your way…

1. Present Yourself Right

Your dressing, composure and assertiveness will often determine how people respond to you. If you manage yourself well in those areas, you will gain credibility/respect before others. Who will believe in you if you cannot show that you believe in yourself? Don’t let anyone “pity” you or give you charity. Always keep your chin up, and be “proud” of yourself for having the guts to do something meaningful with your life.

Never let defeats, delays and temporary setbacks get you down. More often than not, they are simply channels for acquiring new insights about how to reach your goal.

You need to understand that “there is no such thing as an entrepreneur who failed but only one who gave up”. The foregoing means you can be confident that your success is “inevitable”. (Thanks to James Cook).

2. Show Enthusiasm – And Competence

“Without enthusiasm, one cannot be convincing. Moreover, enthusiasm is contagious and the person who has it, under control, is generally welcome in any group of people.” – Napoleon Hill

When you show that you are competent, and love what you do, progressive minded clients will often fall in love with you, and bring you back to do more work for them

Do NOT be like me, however. Keep in mind that you are in business to make not just money, but tangible profits. Be sure to request handsome fees commensurate with the value you plan to deliver.

In my startup years, I was so naive that I went around showing enthusiasm for my work, without thinking about getting profitably rewarded for doing it. That cost me a lot in my early years as an entrepreneur. Today, I’m much smarter – having learnt my lessons the hard way from life’s University of Hard Knocks.

3. Name Your Price and Stick With It

One of the annoying realisations I made very early on in my entrepreneurial adventure is that once you go O-Y-O (On Your Own) as an entrepreneur, some people who knew you before will immediately assume that you’ve dropped in “value” or “worth” – just like (as Kiyosaki said) the new car driven out of the car lot by its new owner.

This becomes obvious from the way they try to get you to do whatever it is you do, for them, for little or nothing. Their belief is that because you’ll be keen to quickly begin to earn some income, you’ll be unwilling to pass up such unattractive propositions, even when they annoy or irritate you.
Well,much as I knew I was going to pay the price each time this happened, I either simply ignored such people or told them what my fees were, and asked them to take it or leave it.

I once read an article titled “Name Your Price and Stick With It” in which the author advises any entrepreneur who provides service to set a profitable lower limit for his/her fees below which he would not take on a project. He added that if you do get asked by a client to lower your fees, after you have assured yourself that what you’ve proposed is the most appropriate for the job they want you to do, there’s only one thing to do.

Tell them to indicate which aspect of the job they would prefer NOT to have, so you can take that out and give them a lesser charge.

In other words, NEVER drop your fees without a reason.

Make it obvious to the prospective client, (and ensure he/she understands) that there cannot be a drop in your fees (below your set lower limit) without a corresponding drop in the scope of work you will do or the overall value they will get. When you do this, and stand your ground, they will actually come to respect you, and treat you accordingly.

If you don’t do this, your prospective clients will always push you around, waste your time, get you to do more without paying more and ultimately won’t see much reason to give you referrals to others.

If you want to successfully assert yourself in doing your business, you must be ready to refuse to be treated shabbily. It can happen once or twice, but you should also learn quickly!

On a final note, remember this:

The above ideas become even more relevant when you’re just starting up. The fact that you’re new does not mean you should present yourself as a lamb for slaughter.

More importantly, note that a prospect cannot tell that you’re experiencing slow business or cash flow shortage by looking at your face. Except you tell her, or you show up for a meeting with her looking – and acting – needy.

It is not a crime to have to build your wealth from the ground up. Others have done it before. You should be proud you have the opportunity to achieve a similar respectable outcome. There is therefore no reason to accept shabby treatment from those you want to buy from you!

The habit I describe in this post is a silent weapon used by smart thinking salesmen and business owners to record highly profitable sales even when they are dead broke (especially then).

Its successful use is based on the practicing individual’s self-belief. It does not matter what line of business you are in or how many years you’ve been in it. Once you can display unshakeable self-confidence in relating with others about what you do, you will attract people who will gladly reward you handsomely for your product or service.

You will discover that the clients, who come to you through the use of this strategy, will often not even try to negotiate your fees or prices. That’s how “sold” they would be.

Note that the clients may come via offline and/or online channels. I would say – based on my personal experience – that smart use of this thinking habit in your online marketing can yield greater returns.

But What Is This Amazing Thinking Habit?

What can make seemingly heaven sent clients come your way as described above? Well, I’ll tell you. It’s the ability to habitually hide your need, and show your skill in marketing your products, services or yourself.

I’ve used the concept for over a decade. But a simple yet powerful quote credited to the late business philosopher – Jim Rohn – puts it quite eloquently in words:
                                      
“Learn to hide your need and show your skill” – Jim Rohn

Mr. Rohn’s admonition is simple common sense isn’t it? But the human mind is such a stubborn creature. It can be so difficult to tame – and control – if you’ve let it do what it likes for most of your adult life. That’s why some competent service professionals find themselves getting literally pulled around by the nose by unappreciative clients.

How Difficult Can This Be To Practice You Wonder?

Well, when we’re all together in our cosy meeting point talking about it in a relaxed manner, it rarely sounds difficult to do. But what about when you’re short of work – and you’re looking for new clients? Especially during those periods when your pockets are almost empty – or your bank account balance is hovering dangerously close to zero?

Do you feel confident at such times? Be honest now!

There are many people who – when feeling fairly financially safe – would confidently say NO to a client offer they find less than adequate. But these same people can be surprisingly willing to work for next to nothing (out of sheer desperation), when they find themselves going through a rough financial patch.

Like I wrote in an article about six years ago, never let your bank balance determine the level of self-confidence you have at any point in time. It’s a sure to damage the credibility and respect you have before clients. If you harbour such a weakness, it will be eventually uncovered by a client – who may readily play on it, to his own advantage.

Become Skilled At “Strategic Management” Of Your Personal Information

In war, opponents play mind games, and never let the other party know the true condition of things in their respective camps. Why? It’s common sense. Hiding your true situation puts you in the best position to compete effectively.

When your forces are depleted, the last thing you want to do is announce it – otherwise the other camp may change their battle plan to exploit your resulting weakness. Strategic deception has been used by war generals for centuries. And the same principles have been successfully applied in business for years as well, by the most successful companies.

A good book that teaches the importance of using strategy in war, in a way that is applicable to business is Sun Tzu’s “Art of War”. Get yourself a copy of that book.

It’s filled with nuggets of wisdom that can help you win battles without breaking a sweat. I should know. It helped me do just that less than three months ago with an old client.

(Most) Prospects/Clients Won’t Show Their Need – So Why Should You?

This is the one that I feel too many struggling (and desperate acting) entrepreneurs forget too often. While you’re busy thinking you need the money the potential client you’re meeting with is offering, how can you be sure s/he is not desperately in need of YOUR services as well? How can you be sure she’s not pretending so you won’t be able to tell that she badly needs your help to solve the problem she’s having?

The answer is you may never be able to tell. And in the same vein, she will also never be able to tell about you, unless you show your need to her.

In other words, quite often both of you may need each other equally – or the prospect could even need you more. However, when you go to her acting subdued or being too eager to please, she will naturally assume the opposite is the case i.e. you need her more than she does you!

See how a slight change in mindset can dramatically affect how much you earn as an entrepreneur? In just a few seconds you can sell yourself short to win a new client by presenting yourself approaching the client from a position of weakness.

What You Can Do: Develop a System to Hide Your Need & Show Your Skill

I have tried to be flexible, in response to pressure from seemingly well meaning clients. Guess what I found out? The more “flexible” I tried to be, the more they demanded that I try even harder – and the less willing they became prepared to pay to have that?

It did not take me long to realize that kind of relationship made no sense whatsoever. I asked myself some hard questions and I realized that I’d actually done what they asked NOT because I felt they were right, but because I wanted them to see how cooperative I was, so they would give me the job.

Unfortunately, what I failed to realize was that if I was going to make any decent profits, I could not afford to let my clients see that I was prepared to bend over and even break to have them hire me.

From the day I stopped working like that, and began relating with both clients and prospects more self-confidently and professionally, something wonderful began to happen. I suddenly found that I got what I asked for more often.

And the clients in many cases went on to give me more work. For instance, some initially hired me to build an automated spreadsheet application, later called me in to build another, or to develop a web marketing system for them.

TIP: Decide How You Work, and Stick With It

To achieve the progress described above, I (among other things) developed my own documentation spelling out how I did business (including payment options, terms of service, standard delivery durations and conditions for handover). Once I send it to prospective clients I rarely have difficulty getting them to pay for work I do.

There’s something magical about putting something down in writing or print – even if it’s digital i.e. in form of a PDF document. Add your logo to it. State the name, job title and contact details of the client. Indicate advance payment required; delivery duration (where applicable stating conditions e.g. “Assuming there are no strikes or other delays etc”).

But even more important were the conversations I had with potential clients/customers.

Like I’ve said elsewhere, I began asking prospects to pay a specific fee 100% in advance if they wished to meet/speak with me (after reading my stuff online), to discuss their project. I made it clear that the money was 100% deductible from my fees if they went on to hire me.

This singular strategy helped me get rid of people who were simply curious, and at the same time attracted those who were looking for a reliable provider. My insistence of such an unusual condition, in spite of the risk of loss of business apparently inspired confidence in most of those who really needed my help.

When you have good systems setup to present you from a position of strength to prospects and clients, it can be a great confidence booster – for both parties!

However, the best way to build your own self-confidence is to ensure that you know your stuff inside out. Be competent, and strive perpetually to stay on the cutting edge of new developments in your field. When you meet a prospect or client that will show through. And your need will never show its ugly face to a prospect or client again!