Have you ever asked the question, “What would it take for Client A to be fired from your company?” Guess what, you may not have the answer to that question, but if you set up an evaluation process for your client base, the answer may become crystal clear.  Evaluating or grading  your clients is sometimes a very challenging and difficult task; however, if you develop a client evaluation tool to assess your client base, the process becomes much easier.

A client evaluation tool can help you to:

  • Establish what “really” makes an “A” client
  • Help you gain new perspective about all your clients
  • Learn who has significant potential and who doesn’t
  • Identify the primary (top 10-20) key clients
  • Decide where to invest precious resources
  • Measure improvement over time

Definition of a “good or an A” client

During the client evaluation process, the first action item is to determine what instigates a “good or an A” client.  A good client in your company’s eyes may be different than another company’s definition. This may also be defined differently between the executive members of your company, so a clarification process is essential.

Let’s start by discussing potential objective and selective criteria questions.


  • Does this client have potential to produce over $20K in revenue for your company?
  • Does this client provide high quality referrals?
  • Do they accept our fee structure or complain about it?
  • What is the client’s profitability / stability / future success?
  • What are the client’s current average fees?
  • Does this client pay on time?
  • Does this client provide leveragable work?


  • Does the client accept / apply your advice or shrug it off?
  • Is there an allowance for a teaching / consulting relationship / opportunity?
  • Does the client call us for insight before seeking others?
  • What’s the client’s reputation in the marketplace?
  • Is the client ethical / honest?
  • What is the client’s level of business sophistication?
  • Is there potential for longevity / loyalty?
  • Is the client organized (not always in crisis mode)?

These questions (and others devised by your management team) can put you on track to determining which clients fall into “good client / bad client” categories. Once you have established the “good client / bad client” criteria, it’s time to file your clients into the appropriate categories and begin creating programs around opportunities.

Watch our blog for an upcoming post on a tool that we use to help clients evaluate their current and future client base.

Are you thinking this task may be too time consuming for you? If so, don’t hesitate to call or email us today, we can help!