Trying to sell to everyone means selling to no one. Service providers should pick a specific market segment whose problems they can actually solve, then position their services as solutions for those clients' needs and goals.
If you sell to everyone, as we say in marketing, you're selling to no one. So you have to have a segment of the population in mind that you want to solve their problems. Basically, as a service provider, as a consultant, you are solving problems. You are addressing the needs of the people. You are helping people achieve their goals or their aspirations.
