Recently, I’ve heard wild tales of something called “The Perfect Client.”
In these stories, clients are eager to buy whatever you’re selling.
They have tons of money to spend and they say yes a whole lot.
Most importantly, they never come to you with problems. Ever.
Now personally, I’ve never met one of these clients.
And that’s okay. I like my clients.
But a whole lot of people in our industry must believe these perfect
clients exist somewhere.
How else can you explain the sheer lack of flexibility out there?
Here in reality, clients face tough problems that need smart solutions.
These clients come with a unique set of challenges.
Things that don’t fit neatly into any category or have easy off-the-rack solutions.
Our clients face issues they can’t figure out.
That’s why they come to us.
So, I’m always surprised by how many people & companies get upset
when things get tough.
We get selfish. And think only about the quick score and the easiest
road to our own enrichment.
Most stuff, especially the work that really matters… it just doesn’t fit into the easy box.
And yet, so many providers won’t tread outside of their tiny comfort zone.
They’re selling one specific technology, one answer… and they’re out there hunting
for the client that fits it in every way.
They’re searching for that Perfect Client.
But really, it should be the other way around.
You have clients. And you work hard to find them the technology, the visibility,
the partners, the carriers, the rates… whatever it takes.
Our main purpose has always been… to find clients the solutions they need.
Look, I’m not saying you shouldn’t look for clients that are a good fit for
your organization.
I’m saying that there are many more perfect clients out there.
If you’re willing to put in the work.
Time to embrace reality a little bit more.
Understand the world is a messy & complicated place.
That’s the beauty of it.
We’re here because of the chaos.
We help our clients navigate the rough & tumble world of business so they can
do a better job of what they do best.
So, let’s all be more flexible.
Let’s work with others more, even if it doesn’t check all the boxes we were hoping for.
Funny thing is, the more you work with people, the more you focus on
your client’s success…
That’s the moment when success also finds you.
Jim Pearson is the President & Founder of JTR Logistics.
