Are You Asking For Too Much or Are You Just Asking The Wrong Person?

Patrick McFadden

This is a fair question to ask because my conversations with CEOs and owners of small businesses reveal they want customers and clients who:

value what they bring to the table
respect their staff
pay on time
enjoy a partnership over a transaction

So is this too much or are they just asking the wrong client?

Most small businesses believe that getting loyal clients is about the right clients choosing you.

But I have realized over time that creating loyal clients is mostly about you choosing the right client.

Now is the time to understand who you are equipped to serve best and you must do everything in your power to attract, serve and choose them over all else.

There’s a difference between someone who likes the idea of working with you and someone who’s perfectly suited to work with you.

Finding Your Ideal Clients: Quality Over Quantity

In the world of business, it's not just about amassing a large clientele; it's about nurturing relationships with the right clients. It's easy to be swayed by the allure of a high volume of clients, but the true value lies in working with those who align with your values, appreciate your offerings, and are willing to foster a partnership built on trust and respect.

The Ideal Client: A Two-Way Street

The ideal client relationship isn't one-sided. It's not just about what you can offer them; it's also about what they bring to the table. Your business thrives when you have clients who value your expertise, show respect to your team, adhere to payment schedules, and prioritize collaboration over mere transactions.

Choosing Wisely: Your Role in Attracting the Right Clientele

Now is the time to take the reins and select clients who resonate with your mission and capabilities. Identify your strengths, understand your unique value proposition, and actively seek clients who align with your vision. Instead of waiting for clients to choose you, choose them based on how well they fit into your business ecosystem.

A Shift in Perspective

It's important to distinguish between potential clients who express interest in your services and those who genuinely belong in your client portfolio. While it's tempting to pursue every lead, it's wiser to focus your efforts on clients who are not just interested but perfectly suited to your business.

In the quest to build a thriving business, it's not about asking for too much; it's about finding the right clients who appreciate your worth. By actively selecting clients who align with your values and goals, you'll not only create more meaningful partnerships but also pave the way for long-lasting success in your business journey.

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Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025

1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

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