Successful businesses stop chasing every prospect and instead choose customers whose problems match their specific expertise. This approach, called "buying clients," builds trust through qualification conversations that map the gap between a prospect's current problem and desired outcome, rather than pushing a generic pitch.
Can you pick your customers instead of selling them, instead of trying to convince them? I find that businesses that have a lot more confidence, more confidence that comes from knowledge about the value that they provide and the circumstances in which the value they provide is going to produce really big returns for the clients, are in a superior position market-wise because instead of having to go into the market and say, hey, we're great at X and we do Y and you should come over and work with us. B, instead they go out into the market and they meet potential customers and they are trying to find those customers that have the right kind of problem. It's almost like they're buyers of clients because they want to find those people who have the right fit. And then when they see that right fit, that's when they're going to engage in what might be called a sales conversation, but really is a qualification conversation to, to show the client the distance between, hey, this is the problem you seem to have, to where you want to go.
