When to turn away a new client

Last week I wrote about the need for service professionals to create policies to protect one’s business and personal time—and how being overly accommodating and accessible can ultimately lead to frustrations and sub-optimal outcomes. One of the items I mentioned sparked a great question from one of our readers:

When you say "A prescribed path for clients to follow that you’ve determined leads to the best outcome" are you suggesting that a gym should require On-Ramp, or say require PT before entering group classes if that's the best path for a particular client? Meaning that you'd turn the client away if they don't want to follow the prescribed path?

I replied to the comment in the affirmative: Yes, if a client is unwilling to follow the path I’ve recommended, I would turn him away.

Let me ask you this: Is the goal to let each new client determine his or her own path for fear of losing him as a client? Or is the goal to ensure each new client finds success and gets the results he is seeking? I’m sure you’ll agree that the goal is client success—and as such, your recommendations and your prescribed client path are what will ensure that success.

Here’s the deal: As a professional, you’ve specifically chosen your methods because of the outcomes they consistently produce. You also know that the success of your business is dependent on client results. Clients who find success working with you will spread the word—and as walking billboards and raving fans, they can dramatically affect the rate of growth in your business. To cultivate these client advocates, you need to consistently deliver on results. And to do that, you need to enforce your client path.

I recently spoke with the owner of a CrossFit gym about this very same topic. She shared how great she felt after standing her ground with a new client. Fitness clients, especially in the CrossFit scene, tend to have an over-inflated sense of their abilities. Case in point: a client had come in for his introductory session and then didn’t return for three weeks. His movement was quite poor during the intro, and upon his return he was encouraged once again to start with the beginner program. He hemmed and hawed saying he didn’t need the beginner program. The owner presented an alternative: “Your other option is to test into classes.” The client’s demeanor instantly changed. “Oh, no, I can’t test. I’ll do that beginner series.”

By resisting this client’s attempt to override her recommendation, this owner was able to provide a better experience for all of her clients. The client in question will be better prepared after attending the beginner class series, and the gym’s regular group classes will be safer and more enjoyable given that all clients received consistent preliminary exposure to the movement base.

Remember, clients are paying you for your professional expertise, and as a professional, you're ultimately the one to determine what is best. Of course there will be clients who disagree with your approach, and that is okay. But keep in mind, a client who is resisting your efforts at ensuring his success may not be a client you want after all. What other recommendations of yours might he disregard? Cut him loose and move on. It’s your business—build it the best way you know how.