I once had a client tell me, “Most people do business with you because they like you.” While that doesn’t say much about the product itself, it highlights the importance of personal connections in business. There are also those who won’t do business with you, often due to biases or personal preferences. Some might use their position to favor certain groups or individuals, whether it’s based on college affiliations, personal vendettas, or other biases.
Sometimes, we try to prove potential clients wrong, but as business owners, we’re not licensed therapists. We often know when someone isn’t going to support our business, but we like a challenge. This can be a waste of time and negatively impact our business esteem. The effects can be long-lasting, but they don’t have to be.
I recall a time when I spent five years trying to secure a client, only to realize it was a futile effort. If someone doesn’t support you within a couple of budget cycles, it’s likely they never will. You can gauge their interest by how they respond to you—do they initiate contact or respond promptly to your messages? These signs can help you decide whether to continue pursuing them.
With the rise of AI and automation in 2025, business relationships are evolving. Tools like CRM systems and AI-driven communication platforms can help streamline interactions and personalize connections. However, personal touch remains crucial. In the creator economy, where authenticity and community engagement are key, building genuine relationships can be a game-changer.
When I finally had a candid conversation with that client, I discovered they were influenced by competitor surveys in industry magazines. It turned out my competitor was not as supportive as I thought, and this client was operating under outdated industry norms. The conversation was enlightening, and while I didn’t secure their business, I gained valuable insights into my competition.
Today, the internet has leveled the playing field, making it easier for businesses to reach a wider audience regardless of personal biases. Advertisers are more focused on results and justifying expenditures to corporations. Instead of wasting time on long shots, consider targeting clients who don’t work with your competitors. This strategy can yield better returns and help you grow your business more efficiently.
So, the next time you’re tempted to chase a client who seems out of reach, remember that your energy could be better spent elsewhere. Focus on building strong relationships with those who appreciate your value, and leverage AI and automation to enhance your outreach efforts. Wishing you the best in business.
Kevin "KevRoss" Ross is a music and radio industry expert. He is a 20 -plus year entrepreneur with the leading most successful industry trade publication and site Radio Facts (www.radiofacts.com). He has also published various books, magazines, performed marketing and promotions for major corporations and recording artists and he is on the advisory board of several industry organizations. This year Ross introduced his non profit organization LOMARI (Leaders of the Music and Recording Industry) to help teach young minority students how to market and manage their music and products.
