“Everyone is our customer.”
Unless you’re selling oxygen, not everyone needs your product.
The desire to be everything to everyone is lofty but ultimately unrealistic. The truth is that not everyone is your client. In fact, a very small subset of ‘everyone‘ is even eligible to buy from you.
Define your specific ideal customer and remove every possible objection they have. Be their best friend and most trusted advisor.
Bonus points for creating your anti-customer. Know who isn’t a good fit for you and move on.
All the best,
-Shaun
