Are Your Customers Angels or Devils?

There was an article about a month ago on Clickz.com by Bryan Eisenberg that discussed segmenting your client base into two categories:

• angels: those that are a pleasure to do business with, are low maintenance and would rather pay a little more to save time and hassle
• devils: the penny pinchers that will go to extreme lengths to nickel and dime you, who would rather waste time than money, and will do whatever possible to find the lowest price

His conclusion? To stop catering to the devils and start focusing on adding value. Devils often suck up all your resources, making your company less profitable. Angels rely on building relationships. They want to trust their partners to help them accomplish what they need and then leave.

We all want to work with angel customers, but there is this persistent fear that people will only judge your services on price. Price, of course, is a factor, but as long as you price your services fairly, it’s the value you bring to the project that will set you apart from your competitors. If you can’t set yourself apart, then customers won’t see any difference but price. And they’ll go for the lowest price out there.

Read Article: Climbing Out of the Lowest-Price Trap

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