The Perfect Client
One of the assignments I give entrepreneurs during the process of discovering their true brand is to describe their perfect client. Responses range from, “someone who values what I do,” to “a person who’s open-minded,” to “NOT someone who’s just looking for the cheapest price.” I’ve given the same answers when asked about my perfect client, which highlight an important issue: the difference between value and cost.
The difference between value and cost
Of course, all of us want to work with clients who share our values and appreciate our skill set. But it’s not always easy to explain the connection between what we charge for our service or product and the value it brings to the client. So rather than ramble on in this post about the value of branding and design or why a logo should cost more than $25, I’ll share a story about my broken washing machine.
In my house, that’s filled with seven people, we run about 2-3 loads of laundry a day. That’s every day. Part of the reason the laundry volume is so high is because my boys have yet to grasp the idea that you can wear pants more than one day in a row. So our washing machine has approximately 250,000 miles on it and it’s not unusual to see a puddle of water under it from an unbalanced load. But when the puddle appeared three times last week I decided it was time to call the appliance repair shop. I don’t know much about washing machines but I do know the water is supposed to stay on the inside (most of the time).
The repairman arrived the morning after I called and, within 15 minutes, explained the drain hose had sprung a leak and needed to be replaced. Fortunately, he had the part in his truck and was able to get the washing machine up and running in short order. He handed me a bill for $105 for this simple fix.
I started to kick myself for not checking the machine when I noticed the puddle, discovering the faulty part, and replacing it with a $10 part from Home Depot, thus saving myself $95. But then I stopped and realized what the repairman had actually done. He didn’t simply fix my washing machine, he also:
Saved me time: Between looking for the leak, sourcing the part, going to the store (after locating my mask and hand sanitizer), and returning home to install the new part, I would have lost a LOT of valuable, productive time.
Provided expertise: I’m not an appliance repair person so I don’t have the expertise to run down a checklist of possible issues or the experience to know what to focus on and what to ignore.
Helped me support a local business: I have no idea if the pandemic has hurt my repairman’s business but, recently, my attention has been forcibly focused on local businesses and how important they are to the economy. So I’m happy to help out a fellow entrepreneur.
But the most valuable lesson my broken washing machine provided was reinforcing the connection between cost and value. So the next time you’re asked who your perfect client is, tell them it’s someone who paid $105 for a $10 repair and was grateful for it.
