Right now, Im at a crossroads, because I dont know exactly whom to serve, and I have an opportunity to set a new direction.

To clarify, Im a consultant and a coach and an independent businessperson, so I can select any company, organization, individual, place and time in which to deliver my services.

If I want to focus on helping small theaters to sell seats to grateful audiences, I can do that.

I can cater to governments, city, state, and national, teaching them customer service skills.

I can even ply my trade in foreign countries, if I want to take on that challenge, and do some big time traveling.

In the past, my books and articles, and public seminars determined whom I would serve.

Attendees and readers would invite me to speak, consult, and train their associates, back at their companies and organizations. Sometimes, Id be working with software firms, at other times, with financial companies, and occasionally at tractor distributorships.

So, I allowed clients to choose me, which had variety, randomness, and a degree of spontaneity going for it. And to an extent, these are still sources of activity for me.

But now, Im being more proactive because readers and seminar attendees arent my only audiences. There are countless people I can assist who will never walk into a bookstore or read an ezine or go to a public program.

So, what am I facing: Is it simply a marketing question or something more?

Choosing whom to serve is typically thought to be a marketing question, as in, what SIC code should I select to send my mailers to, or what demographic am I seeking to consume my coffee flavored fizzy drink?

Ideally, should we feel some attraction to a type of challenge, activity, or company to energize and inspire our efforts? Or, do we need to be clinical about the matter, gathering intelligence about the firms that can afford and appreciate our offerings?

Or is it a little of both?

As I see it, we need to select our customers and clients with care and precision because not only will we shape them; theyll shape us.

For example, I know a coach who likes to help attorneys to improve their practices.

Hes not a lawyer, but he likes hanging out with them, feeling he is adding value.

Ive offered my seminars through more than 40 universities, for much the same reason. Were on the same page, revering knowledge, and enjoying the process of delivering it and sharing it.

Our clients can pay us in more ways than with money. They can make us feel gratified, important, meaningful, necessary, and vital.

Ill never forget telling one of my professors that I was leaving college teaching for consulting. He listened, and with a sparkle in his eye, he said:

Thats fine; if you can live without it!

He didnt mean a big paycheck.

What he did mean, is something we have to figure out for ourselves, that extra, but essential reward that we can get from serving the right people at the right time!