Few things are more exciting than getting a call or email from a business that wants to work with your agency.  While it can be tempting to take on every project offered your way, always saying “yes” isn’t a great business development strategy. In fact, saying “no” to clients that aren’t an ideal fit can sometimes be the best growth decision an agency makes.

Fortunately, you don’t have to take on a nightmare client before you realize it’s not a good match. There are many signs along the getting-to-know-you process that can signal this is a fish you need to throw back in the pond.

Walk, don’t run when….

The first thing they ask about is price.

Yes, it’s legitimate and necessary to talk budgets at some stage in the introductory process. Yet I always cringe when someone interested in working with us asks, “How much is this going to be?” before I’ve even learned their last name. This is the client who will nickel and dime everything you do, or leave the second they find another agency that underbids the current contract. Long term agency/client relationships are built on trust, quality and proven results – not price shopping.

They discredit research.

I was once in a new business meeting for a client who was unhappy with their current agency. They felt the agency’s work was stale and didn’t provide meaningful solutions to their needs. I began to talk about how our agency places a great deal of value on research, and how every project we embark on always begins with a thorough needs assessment phase. He replied, “I’m not paying you to research or learn about me. I already know about my own company.” Talk about a red flag! Obviously, we declined to work with them. If a client can’t understand that you need to know what worked (or didn’t) in the past before moving forward, they won’t value your thinking.

They dismiss your process.

We begin any first meeting with an introduction to our creative, strategic and interactive processes. Admittedly, they’re intensive – and for good reason. If a potential client asks us to skip important steps or says, “Well, I don’t need all of that – I just need a logo/website/PR campaign,” we know the relationship won’t work. An agency’s process is its very identity. If a client can’t embrace that, they won’t embrace you.

They’re bitter.

It’s not uncommon for a potential client to express dissatisfaction with their current or former agency. Afterall, that’s often why they’re looking for someone new. But if they seem angry, bitter or spend the majority of the meeting trash-talking the agency, you can bet their walls are up. Often time these kind of clients are distrusting or paranoid of the new agency and will make your staff miserable as they go on high guard against being burned again. Better to let them work out their issues with someone else. 

They’re rude.

I’ve been in new business meetings where the client forgot our agency name, showed up half an hour late, took phone calls during the meeting, texted, used derogatory language against minority groups and otherwise displayed poor manners. Everyone should be on his or her very best behavior at such an early stage. If a potential client is rude in the first meeting, you can only expect the situation to go downhill as the relationship progresses.

There’s no chemistry.

It all boils down to this. Much like a first date, you should feel that comfortable yet exciting “click” that signals you and the client are on the same wavelength. While you don’t have to be head-over-heels in love with every new client, you should feel as if you really “get” one another. There’s no sense in forcing something that isn’t there.