(Distinctions are subtleties of language that, when gotten, cause a shift in a belief, behavior, value or attitude.)

[Yes, this is a rare triple-headed Distinction.]

To attract good business is obviously better than having no business at all. But the key to this distinction is in the ‘no business’ versus ‘bad business’ end.

Bad business is business which costs you more than it gives you. The costs may show up as money, time, energy, or emotions. You know what bad business is, it’s the business you regret having gotten. It’s the customer you wish you could fire. It’s the client telephone call you dread making (or receiving). Bad business diverts your attention from serving your good business.

The problem is, you don’t recognize bad business before you take it on. All potential business can look like good business, if you squint your eyes enough!

An easy way to recognize the potential of new business is to see if it fits the definition of your Ideal Client Profile. If it does, it will probably become good business. If it doesn’t, learn to turn it down. Having no business is better than having bad business.

Copyright 2004 Steve Straus. All rights reserved.