All agencies want great clients, but how much time do we spend in defining the qualities that make a client "great"?

And if we aren't sure what the qualities are, how can we filter for great clients through our sales efforts

One starting point for building a robust qualification criteria is to grade your existing client roster.

As much as we all want to love every one of our clients, you most likely have a distribution of great clients, good clients, so-so clients, and clients you aren't thrilled by.

Don't overcomplicate it but pick a few characteristics as a starting point -- do they pay on time? are they good communicators? are they receptive to our ideas? do they have ample budgets? are they personable? do we make good profit on their projects? is their growth potential with the relationship

Optionally, include room for something like "gut feel" and input from team members or leadership.

There's no right or wrong way to grade. What's more important is that you figure out qualities are important and if there's any correlation between these qualities and the client's impact on the business (e.g. receptive to our ideas >> more profitable projects).

Maybe you knew all along who your best clients were or maybe you get some surprising insights. Either way, now you have some qualitative data and a basis to develop a method to screen out prospective clients.

You may resolve to not take on clients who don't meet certain criteria. Or you find ways to better vet clients about certain characteristics before you agree to send a proposal.

Going through a deliberate exercise like this will help you develop a stronger understanding of your best clients and the types of clients you should stay away from.