This is a similar theme to my post last week about not abandoning your niche in a down economy. It is related in the sense that by turning down work that you do not want, don’t usually handled, and is outside your niche is the right move – at any time – but especially now.

Fellow blogger Bruce Allen over at Marketing Catalyst in a post a couple of days ago makes the point that your marketing can be more profitable in the long run by turning down work that is:

  • Less profitable and desirable
  • Distracts you from spending time with your best clients
  • Causes you to procrastinate and not put forth your best effort
  • Resulting in creating your own “negative referral network”

He sums it up best:

“Even when we feel the desire to panic our best action is to focus even harder on what we do best and turn down anything and everything outside that envelope. That is where profit lives and our success is ensured.”

Makes pretty good sense to me.

  • I wholeheartedly agree that you’ve got to stay focused. Especially if you’re in the technology marketing space where things are changing constantly. Our media production company’s biggest challenge over the years was determining which target market to focus on. Because we saw the future of video promotions years ago, specifically as it related to personalization on the Internet, almost any professional service provider was a good candidate. It was extremely difficult settling into one target. With that said, hind site is 20/20 and we might have fared better if we had stayed true to practice owners back in 2002, but instead, we ventured off to other target markets which cost us time and valuable resources. Lesson learned…just say no so that your yes will be best.

  • Being more discerning during tight financial times is necessity on which clients to take on etc.
    Another way of approaching this is to use the 80/20 rule. Identify your 20% of clients who give you 80% of your business. Add value to your relationship by adding even more value to their business(s).
    Most people are hurting and this is a time you remember your friends. So also weight up who you will likely turn down too as potentially they may have a huge upside in the future.
    Good luck!
    See you on Twitter.