Connect with the Right Clients

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

Don’t try to be or fit in with a group that you don’t relate to — this can be draining on you physically and mentally. My father always said, “Worry is the hardest work there is.” You need to be honest with yourself and locate the client base that interests you and that you can enjoy serving.

If you don’t attain this feeling with your clients, I have observed that business owners lose their desire to deal with these clients. If you can cross over between just running your business to being interactive with clients who are your friends and not just a paycheck, then things will change in the right direction. Look at your business as a service you render and the business will succeed, if you work on the right margins. 

—Stephen L. Capper, A-1 Awards