Sales Hack: Identify your ideal clients, then say NO to the rest. It’s so freeing.

One of our clients won a broker of the year award on the employee benefit side by one of the industry periodicals. And when he won, I sat down and I made a list of, like, who are our top clients? And what are the characteristic traits, the psychographics that make them a good fit? And then I did the same thing with who. Who are the five clients in the last 12 months we probably shouldn't have done business with? And what was really interesting is top five all had the same character traits, you know, same psychographics, which I would put you in, that they're competitive as hell, they love to win, students of the game, they're trying to get better in all ways of life, not just as an advisor. And what was interesting, the psychographics of the bottom five complete opposite. But here's what. Here's what that did for me. The week after I did that exercise, I jumped on three calls with prospective clients and told them all. I told them all, don't invest your money. I don't think it's. I don't think it's the right move for you. And being able to do that so confidently is so fr.