So I’ve been thinking about it and I’ve come to this conclusion: Just like a woman should not feel obligated to accept every date she’s offered, businesses shouldn’t necessarily work with every client. Some prospects are just bad news. Some people create more problems than value. And some customers (or partnerships) don’t actually advance your company.

You can probably identify toxic people without any help from us. You probably already have someone in mind that is a lot of work to deal with. But how do you know if a customer, or partnership, is right for you?

Some customers actually cost you money because they don’t (or can’t) pay, are difficult to work with, or otherwise create a burden on your staff and resources. Some clients, although they’re pleasant enough to work with, are more talk than action.

Having a clearly defined business plan (see our blog, ”Customers You Didn’t Even Know You Had“) helps you make strategic decisions in where your company is headed and how to get there. If you are in a position to pick and choose who you associate with, choose the ones that provide energy, not the ones that suck it from you.

A strong marketing plan will attract the right customers. It also helps you identify with you’re hanging out with the wrong crowd.

To quote our friend Mr. Shakespeare, “To thine own self be true.” Although less quoted, he also said, “Nothing can come of nothing.” Both are good pieces of advice.