How to Find the Right Client: Avoiding the Pitfalls That Drag Your Business Down

Through my many years running a marketing design agency, I've learned that the true key to sustainable growth isn't just great design or brilliant strategy—it's understanding people.

If you're running a business or planning to start one, this post will help you navigate one of the most critical challenges: securing the right clients and avoiding the common pitfalls that can drain your time, energy, and resources.

No one ever said running a business was easy, especially with how fast-paced technology is today. While you deal with macro challenges like the economy and competition, before you tackle those, you need to look inward at your process. You signed up for this leadership role, so don't give up. Trust the process, trust yourself, and focus on solving the small problems before you tackle the big issues.

Now, let's take a deep look at the people you invite to be a part of that process: your clients.

🛑 The First Filter: Listening for Clues in the Initial Meeting

I will not be mentioning any names, but I will give you exact experiences to educate.

Let me preface this by saying every potential client I've encountered has been "Eager"—meaning they have the drive and the acknowledged need to improve their business. They come in asking for professional advice on finding solutions.



When they take that first step, you open yourself up and listen. However, how they handle the initial meeting is the first and most critical tell-tale sign of the relationship to come. Meeting length, for instance, is a powerful indicator.

Here’s what I’ve learned about timing:

⏱️ The Meeting Length Test

Meeting Duration

Under 30

Minutes

Client Type

The Price Shopper

The Agency Takeaway

You’re too expensive. Let it go. They do not understand or value your expertise.

Meeting Duration

Over 1

Hour

Client Type

The Time

Vampire

The Agency Takeaway

Avoid at all costs. They have unresolved issues and will require endless hand-holding.

Meeting Duration

45 Minutes

to 1 hour

Client Type

The Sweet

Spot

The Agency Takeaway

The Growth Partner. They ask thoughtful questions and respect your time. Nurture this relationship.

The Time Vampires (Over 1 Hour)

These clients are tough. They ask questions, but the discussion quickly becomes irrelevant to the goals they are trying to reach. They tell long-winded stories about previous agency experiences, how much money they have lost, trust issues, and the list goes on and on.

Run! (No, seriously, run!) These types of clients are going to need you to hold their hands every step of the way. Make sure to dot your i's and cross your t's because they will drag you into a chasm of regret.

💡 Pro Tip on Control

When you set up a meeting, make sure you establish a firm length and outline the main pain points you will cover. Now you have control of the meeting and won't allow time to be wasted. Be confident in what you offer, don't over-promise, but always deliver. Once they make that initial deposit or sign the contract, educate them on the process and keep them in the loop—they will appreciate that clarity.

🚨 Four Client Types to Differentiate in the "Eager" Category

The following four variables are highly consistent with the 12 years I have been running my agency. I will be describing each one for you in hopes that it helps you vet potential partners.

1. No Follow Through

You feel confident that you have locked in this client. They show interest and request a quote. You spend time putting together a detailed, well-thought-out proposal. As soon as you hit send, the lines of communication die out.

This is a leadership failure on their part. They have not grasped their leadership role and don't understand how to take control of their future. You are either too expensive, they love to shop around for cheaper services, or they just don't care enough to move forward.

• Agency Action: Save yourself time. Respond no more than twice by email, and after that, let it blow in the wind. Do not expend energy chasing them.

2. Never Pays

You signed up a new client! Woohoo! Things are moving along, the initial project phase has been completed, and now it’s time to build and grow... right?

Wrong! This client will never truly value you. The first sign to look out for is not receiving payment on any continuing services. You will waste more time chasing them down than you will spend producing work. This is a tough client that will cause stress in your office.

What causes this? One, you probably weren't clear on your continuing services. Two, they don't know how to manage finances. Or three, they don't have control of their business and are losing the battle to keep the doors open.



• Agency Action: Nip this one in the bud. Be crystal clear in your agreement: if a payment is missed, services will be immediately canceled. Your time is worth more than chasing a check.

3. Question Everything

You are off to a great start. You completed the initial phase, and the customer signed up for future services. But wait, you notice one thing: before they make their monthly payment, they send you an email asking, "What am I paying for?"

The Moldable Client

This can be draining at first, but this client can be molded to be a great partner. They just need to see progress. Instead of falling into the cycle of explaining yourself each month, schedule a reporting meeting or send a detailed progress report. Show them how your efforts have improved their business. If you catch this type of client early, you will make it an enjoyable experience.

The Scope Creep Client

On the other hand, you might notice a flag: they start asking for services outside the scope of work. They want more for what they paid because they feel they are owed. A dead giveaway is when they stop answering your emails or calls—they are starting an internal battle about why you don't give them more.

• Agency Action (for Scope Creep): If you start noticing this type of behavior, find a professional way out. Let them know that as an agency, it is important to build a solid foundation and stick to expectations. Clients that keep dragging you down with unwarranted demands aren't going to help you reach the level you are striving for.

4. The Growth Partner (The Unicorn)

This is my favorite—the unicorn! This client falls into that sweet spot of the 45-minute to 1-hour meeting. They make it clear what they are looking for, and they've already done their research on your company.

One good way to spot this client is that they are super responsive on all communication. They love to work on bettering themselves and discussing other services. Building up this type of relationship will put your company in a consulting seat where you are the go-to when any question arises.

• Agency Action: Nurture this client. Go above and beyond; they will appreciate it and continue to increase their business with you. (Just don't put all your eggs in one basket!)

✅ Final Takeaway: Set Your Boundaries and Trust Your Gut

While no client is perfect, your goal should be to attract a client base that lifts your agency up, not drags it down.

It all comes down to listening to your intuition and building up your key sense of professional awareness. You are the leader. Your agency needs to set its own goals and boundaries first. Clients who try to blur those lines are not a partnership; they are an impediment.

Be confident in your value, be clear on your process, and don't be afraid to walk away from a potential client that fails the first filter.

Ready to Be a Growth Partner?

You know the difference between a time-waster and a future partner. If you're a business owner who values expertise, respects clear processes, and is ready to plan for aggressive growth, we want to hear from you.

We specialize in helping clients who are ready to take control of their business's future.



Let's discuss your current goals and see if we're the right fit for your vision. Click below to schedule a 45-minute (sweet spot!) consultation today.