Focus on the type of business and client base you really want to serve.

I’ve long been a believer that you truly can get what you wish for. Last week this philosophy rang very true, but it started in a very upsetting way. I was sitting at my desk in my home office, frustrated that the honeymoon couple I had been emailing ideas and options to for over a month hadn’t been in contact for several days. I had a very strange feeling about them from the start, but since they were referred by a close friend, I let it slide and, big mistake, I also waived my usual planning fees.

These honeymooners really had no clue where they wanted to go. One day it was South Africa, the next Mexico and the next Italy. We went over rates and availability for about a dozen destinations, and they flat out vetoed Hawaii and 10 other suggestions I gave them. Sure enough, a few days later I receive an email from them letting me know that they had found a “deal” for a great Hawaii trip online, as well as a “thank you for your assistance” note.

This is exactly what I had a feeling could happen with these people, but in good faith I had wasted a lot of time on them. My thinking was that the friends of a good friend wouldn’t dare circumvent me. After all, I spent hours and hours with them, right?

The bottom line is, like most deal-seekers and budget shoppers, they simply didn’t care how much time I put into helping them plan their honeymoon. All they cared about was getting a great deal – not great service. After getting over my initial rage, I calmed down and saw the silver lining. This experience forced me to reinforce my business model and set my intentions and desire to work with only those travelers who are serious about wanting the personal expertise and service that a luxury travel expert like me can provide.

I made up my mind that I would never again waive my planning fees, no matter whose friends call me. Instead, I will require that a “plan to go” deposit be placed with me during the initial consultation. When the trip is booked, it will be applied to the total cost. If they don’t book with me, I keep their deposit. Those who don’t want to abide by this new rule are clearly not the type of clients I want anyway.

Just days after deciding I would never tolerate being used by clients again, I received several different emails and phone calls from the kind of clients I really want to serve. One was from the assistant to a top doctor at Sloan Kettering requesting I call her back to assist with some international travel requests for her boss. Another was from a vice president at a Palm Beach bank who wanted to go with a friend on a last-minute luxury cruise.

On a Sunday evening (the true luxury client does not recognize a weekend!) I got a rush travel request from the CEO of a major financial company who just happens to be close friends with hip-hop business mogul Russell Simmons. He got my number from another mutual friend who happened to be at Simmon’s gala in the Hamptons the evening before. Now that’s what I call a great referral!

I just don’t think it’s a coincidence that all of these requests for super-luxurious trips from very affluent and sophisticated travelers came to me immediately after I took the time to refocus on the type of services I offer, as well as who my true target client is and who it isn’t. Whether you are a cruise specialist, a luxury travel expert, an adventure travel guru or a corporate travel planner, when you weed out those clients who do not fit your target model, I think you will find you’ll be pleased with the results.

That’s not to say you can simply sit at your desk and get the dream clients you want by doing nothing. But by setting your intentions and focusing your energy and efforts on reaching the right clients, you won’t have the time or the need to work with those who are not a good match.