Who's doing the hiring?

You work constantly at building your business.

Cold calling.
Shaking hands.
Meeting new people.
Facebook posts, tweets, instagram uploads...
Going to those events dubbed as networking events only to walk away with business cards from people trying to do the same thing as you are.

No one has any money.
Every one is working to build a client list.

You find a few clients from this networking, but you are on a hamster wheel. You are going no where. You believe this is progress.

Because BELIEF is all you have left.

Struggling to find enough money to put food on the table, you pretend everything is going well in fear that if the potential customer really knew what was going on, they would never buy from you.

No one wants to work with the struggling supplier!

We take any client who wants our product or service. Money is important and sales are the key to making it.

We find a client who is a pain in the ass.
They struggle to pay our invoice.
Their demands are impossible.
They are intimidating.
They are assholes, for lack of a better word.

A mentor tells you to fire them. You agree but it's hard to let go of that extra income. You worked hard for that sale.

But you didn't qualify them properly.
You qualified them on the basis of need.
Mostly yours.
Mostly financial.

In the service sector, a client needs to be qualified before you take them on. A client is no different than an employee.

In hiring an employee, you research them. You conduct interviews and personality test. You check references and make a decision. Most importantly, you find out if the employee is a good fit for your organization.

Most service sector businesses don't hire their clients. They allow themselves to be hired. By not being selective in their client recruitment, they turn their services into a hired commodity.

A commodity, by definition, does not have qualitative differences to the market.
The cheapest usually wins in the mind of the buyer.
The cheap buyer is usually an unrealistic one.

If you want more success in your client recruitment, don't allow clients to decide if they are going to hire you. You have to decide if there is a fit first.

The goal is not to do business with everybody who needs what you have. The goal is to do business with people who BELIEVE what you BELIEVE.

You are doing the hiring. Find clients who believe what you believe first.


If you want to find clients who believe the same things you do, I can help you with that. It's a simple process but not easy to do. It's one of the things we learn at Wizard Academy. You can reach me at ricknicholson@wizardacademy.com to find out more.