Intentional Clients: Choose Your Clients. Choose Your Future.

For the first 17 years of my career in insurance sales, I operated without a real plan or any training on how to approach my client base. My “strategy” was simply to acquire as many clients as possible. In those early years, this method seemed to work as I gradually expanded my clientele. I took on virtually anyone in need of a policy. However looking back, I can see that I became a jack of all trades and a master of none.

It wasn’t long before I realized this approach was unsustainable. The time and energy required just to keep up were enormous. Worse still, my personal life took a major hit. I was always working, often logging 80–100 hours a week to keep growing. Despite all this effort, it felt like I was spinning my wheels with no real traction.

Thankfully, before it was too late, I figured out a better way. I started to be intentional about choosing the clients I wanted to work with. Over the next four years, I quadrupled my revenue—all while cutting my work time in half. I became clear on who I wanted to serve and, equally important, who I didn’t. It was a game changer.

This realization helped me recognize that not every client is a fit for me, and I’m not a fit for everyone. In sales, we actually have a choice about who we work with, yet many producers don’t know how to make that choice. Now, it’s a ritual for me to review my client base frequently to identify which clients we align with best. Here are five guiding questions that help me decide which clients fit my business goals.

Identifying Your Ideal Clients

The more we understand about what we want in a client, the more aligned our relationships can be. Here are five questions that guide me in identifying ideal clients:

1. Do I know a lot about their industry or am I eager to learn about it?
2. Do I enjoy working in their industry?
3. Do I genuinely like the clients in this industry?
4. Can we make a significant impact on their business?
5. What do they need from us to ensure we can add real value to each other’s business?

These questions allow me to choose clients that not only align with my values but also enable me to bring my best to the table.

Getting Clear: A Simple Client Profiling Exercise

1. Take out a sheet of paper and draw a line down the center.
2. Label the top of the left column BEST CLIENTS and the right column WORST CLIENTS.
3. Under each header, list the characteristics of your best and worst clients. Look for patterns—what makes your best clients a joy to work with, and what about the worst clients makes you want to avoid them?
4. Using this insight, create a profile for your ideal clients based on:

• Industry Type: Which industry can you serve best?
• Business Size: Consider client revenue, payroll, number of employees, etc.
• Location: Are there enough clients in your area, or will you need to travel? Define your travel boundaries.
• Other Key Characteristics: What else matters to you in a client relationship?

Reclaiming Time, Reclaiming Freedom

One of the biggest benefits of choosing the right clients is reclaiming time and freedom. With a clear client profile, I no longer feel obligated to chase every lead. Instead, I focus on clients who value our partnership, allowing me to deliver high-impact results without the constant stress and overextension.

Ready to Choose Your Clients and Shape Your Future?

If you're ready to elevate your business by working with clients who align with your values and vision, now’s the time to start. Take the first step by defining your ideal client profile. Remember: by choosing your clients, you’re choosing your future.

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