Allow Yourself to Say “No”
Over the past two weeks I have been speaking to and corresponding with a prospect that no longer fits my ideal customer profile. I broke my own rule. The result was a great deal of time spent on my part communicating with an individual who is either a procrastinator or does not make the final buying decision despite indicating that he has license to make these types of decisions.
Yesterday, he asked me if I want to go to coffee and I said “No.” I told him that I usually work with companies that are much larger and are ready to take action. I finished by saying, “When you are ready to take action, let me know.”
When we look at everyone as a potential customer, we really limit our business success and waste unnecessary energy. Few of you reading this marketing tip are likely to have a million dollar budget to spend on marketing to “everyone.”
Look at your business as it is right now. Who are the customers you love to do business with? Who are the customers that buy your products and/or services over and over again, pay what you want to charge, and are mutually respectful?
These are the customers you want to say “Yes” to. These are the types of customers you want to categorise by industry, personality, revenues, demographics etc., so you can effectively select the appropriate promotional methods and invest your marketing dollars effectively in keeping these ideal customers as clients and generating more of the same.