How do you handle a good fit for you that doesn’t really fit for your marketing message?

Last week I recorded an episode of Live in the Feast with Andrew Askins. He’s a co-founder of Krit, a company that helps non-technical founders build their idea into a product.

Andrew asked this great question and I thought I’d share it here since one the episode won’t be released for another few weeks. And two, after last week’s series on being better at sales, this fits in perfectly.

For a little bit of context to how Andrew asked me this, we were talking about crafting our messaging around the company by who we serve, why they should care, and how they benefit from it.

As we were chatting we both agreed that the messaging is marketing. It’s who we target because it’s who we know we can serve n the most successful way.

But shockingly, that isn’t always who we work with.

When you specialize your business, you may be afraid of “the money being left on the table” when in actuality, you repel the bad clients and attract those people that can resonate with who you are.

So as a lead comes to the business, and maybe they aren’t the WooCommerce business, or they aren’t using Drip for them email marketing platform. Maybe they are using Teachable and ConvertKit, but all the other signals I have for taking on a project align.

We gel from a personality perspective. I can totally support their business and what they stand for. They respect my expertise and value my input.

Well, I’m going to try and close them. I may put some constraints around the project, but I’m going to close them.

There isn’t any reason not to. It’s these types of clients that have allowed me to grow my business over the past decade.

I work with non-profits, e-commerce, service-based, coaches, memberships, and digital product based businesses.

If I took a hard line approach with everyone coming in and didn’t expand my horizons as a business, I wouldn’t be in business today.

How I determine they are a fit

This is the time though I really have learned to listen to my gut on things. I also lean heavily on being able to read that person and making sure that we can work together well.

If anything my gut tells me or something is off, then I don’t push them towards the proposal stage.

I try and help them the best way possible and more often than not, will refer them to someone who can help them.

I go into every sales call with the intention of having that other person leave with value and in a better place than before we started it.

Letting go of the notion that every sales call needs to be closed is freeing and confidence building.

No one on the planet has a 100% close rate.

I’d much rather accept that, then be helpful and honest with the other person so that we both leave the conversation feeling good.

You may approach sales differently, maybe you want to close every deal. Maybe you feel you have to just to keep the lights on.

Well, that’s where the desperation comes into play, that’s where you lose your position as the expert and that’s where you become awkward around questions of budget and timelines.

When you let go of the thinking of having to close every deal, you’ll find yourself able to more productive sales calls and land more clients because you aren’t any of the things I just mentioned.


You rock! 🤘


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