hmmm, your printscreen & the Excel file here is different. basing on this Excel file & the formula you gave, i'm guessing you are looking at cell T10 formula? And it seems like your formula will give you the right result, but not easy to copy to another column. if what i understand is correct, you should be putting in:
=IF($J10=T$1,$E10,0)

That way, you can copy it throughout the whole of Column R:BE. But only if my understanding is right. You want to imply that if J10 is "Bad Debt", it should read E10. Otherwise, it should be 0?