Too often we confuse need with demand. Just because someone needs your service – a haircut, legal advice, bookkeeping, website or medical consultation – it doesn’t automatically mean they are your client. In a market like Nigeria’s, where need is everywhere, distinguishing between people who benefit from what you do and people who will pay you to do it is the difference between a thriving business and a never-ending hustle.
Think of a mechanic’s workshop. Dozens of people show up with faulty cars every week. Some are ready with cash or a bank transfer and want the car fixed that day. Others come to ask questions, test prices, or hope to learn how to do the repair themselves. The first group becomes paying customers; the second group consumes your time. You cannot (and should not) treat both groups the same. Your time and expertise are valuable, and gating services appropriately ensures that paying clients get attention and non-paying browsers don’t drain resources.
A simple, effective litmus test is whether the person is willing to pay a consultation or booking fee. In many professions, the consultation fee is not a money grab — it’s a commitment device. When someone pays even a small fee to speak with a professional, they are signalling seriousness. For a consultant, lawyer, or therapist, a paid consultation suggests the client has thought about the problem and is ready to invest in a solution. Compare this to how people buy airtime: many will top up immediately when they need to call; those who won’t top up probably won’t commit to a longer-term relationship. The same logic applies to services.
