It’s not unusual for an entrepreneur to consider “everyone” a potential customer. While the optimism can be exciting and contagious, the harsh reality is that most of “everyone” isn’t the RIGHT potential customer. Many won’t ever buy from you, and some who do become customers won’t be a great fit. They may be unhappy, and they may even hurt your business by damaging your reputation or mistreating your employees.
That’s the bad news. The good news? While it may sound counterintuitive, concentrating on a smaller number of potential customers can actually help you grow faster, make more money, and have more fun. Time and time again, I’ve seen that clients who focus 100% of their proactive sales and marketing efforts on their ideal prospect or customer get a bigger bang for every buck they spend on sales and marketing.