When I was younger I had a number of customer facing jobs. For the largest part, I loved them; however, the downside was often the customer. Despite what they tell you at Front of House School, the customer is not always right. In fact, the reality is, on occasion, the customer is just a pain in the proverbial.
As is often the case when you are a lowly waitress, retail assistant or bar maid it is easy to imagine what it might be like doing a job where you aren’t directly at the coal face, having to put up with people’s bad moods and attitudes. Of course, it doesn’t take long to realise that actually, no matter where you are in the hierarchy, the chances are you’re going to have to put up with someone’s sh!t. That’s employment.
So then, when you decide to embrace the life of the self-employed bod, it can be tempting to think you’ve finally broken free of the shackles, and you really can tell people where to go if you feel like it. Of course, you can even if you are employed, though it’s safe to say you’re unlikely to be welcomed back for your next shift (and yes, there does speak to the voice of experience).
My point is, when you run your own business you can be forgiven for thinking, initially, that you are completely autonomous; but you’re not. At least, not if you actually want to earn any money, which is kind of the whole point. If you want to pay the bills, you need to be able to send the invoices, which means, for at least a while, you’re going to have to take jobs where you can find them.
They might be poorly paid, not really worth it jobs; they might be too time consuming or it might be that the customer is a complete and utter [insert word of your liking here]. We’ve all been there, and that’s just one of the realities of business.
However, it doesn’t have to be for long. I remember when I just started out, a much respected client of mine told me that the ultimate goal, for him at least, was being able to cherry pick the work he did, and the people he did it for. His plan was to be in a position whereby he wanted to earn the money his clients would pay him, rather than having to earn it.
I didn’t think much of it at the time, other than being pleased his goal meant he needed an extra pair of hands, and therefore secured me a regular income stream. Now though, over three years later, I completely understand what he meant, and confess to having embraced the ideology myself.
When it comes to my clients I have one job: to make their life easier. It doesn’t matter what task they need completing – social media, content writing, credit control, research – I’m there to save them time so they can get on with the more pressing aspects of their business. And I’m damn good at my job. Not being arrogant, it’s just true.
That said, I realised while I was great at helping other people out with their time issues, I was getting bogged down in my own. I’d be chasing after potential leads I’d been passed, and spending not insignificant amounts of times warming people up. I’d go over proposals with them, sketch out complicated editorial calendars, listen to their insane to-do lists and come up with plans to help them move forward.
After chasing and chasing I’d invariably get to the point of securing the deal, and starting work. Then, the inevitable happened. The client, who was never 100% in to begin with, didn’t engage. Therefore they didn’t see the benefit, and when cash flow became the slightest bit of an issue (which it invariably did because they weren’t actually engaging), I’d get binned.
And my invoices would go unpaid.
And my emails would go unanswered.
I am a huge fan of trusting your gut, sometimes you just get a feel that someone is going to be a bit too difficult to work with. Don’t get me wrong, I love a challenge, and I have clients who do challenge me; however, that’s because of the nature of their work, or the tasks they need me to do, not because of their attitude.
While I understand the argument that you have to be consistent and relentless in your pursuit of particular clients, I actually don’t bother myself. If you don’t want to work with me, that is fine; I have no interest in forcing you and badgering you. There are other clients who do want to work with me and they are deserving of my time, energy and efforts, so it’s no loss to me.
Laid out bear on the cold digital screen I know I may sound a little bitter and twisty, but actually it’s not about that. It’s about knowing my worth.
Do you know yours? Ask yourself, honestly, how much time do you spend chasing down things that are genuinely a waste of time at work? Maybe it’s not leads, or clients, maybe it’s using the wrong social media platform, or not automating your invoicing. Perhaps you’re spending too long managing your email, or you’re not compiling effective to do lists. Are you mis-managing your time, or taking forever to write a blog post that could easily be outsourced to someone else?
Now is as good a time as any to ensure you are using your time more productively.