How To Get Only The Best Customers

Podcast: Download (Duration: 2:33 — 2.5MB)

A customer is a customer, right? Not exactly. In this mastermind extract, see why “No” is sometimes the best response to a potential job.

In this business tip:
00:11 – Saying “No” more
00:39 – Who I choose to work with
01:11 – The payoff of filtering
01:53 – On crappy jobs

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Tweetables:
The importance of No [Click To Tweet]
Is your job filter in place? [Click To Tweet]
Not all customers are equal [Click To Tweet]

Transcript:

Kate says that she’s recently been saying “No” a lot more to events that require a lot of customization, or that she doesn’t think will work well, which is allowing her to really streamline. I think that’s effective use of filtering. I certainly say “No” plenty of times. In fact, in the last few weeks, I tightened the ratchet on SilverCircle. This is a specific example.

I now pretty much only work with online info product marketers, expert software, or business people who want to set up a recurring subscription and they want to lean on my expertise for that because I can really slide into a mentoring role with that, having spent a lot of focus on that.

That means I’m not helping people with the furniture business, or an offline business who’s trying to go online and they’re not established yet. But only working with people who are in my sweet spot and only ever doing stuff that is joyous and successful. And the results have been stunning.

Keep saying “No”
On an earlier call today, one of the members who only joined a few weeks ago has already brought in $7,000 upfront and a recurring subscription moving forward from scratch. From switching one-time to recurring model, that’s what I want to specialize in because it’s very exciting to be involved in that.

So keep saying “No” and work out your sweet spot. And if your sweet spot’s big enough to keep you completely busy, you’ll only ever be working on good stuff.

In the beginning
If you’re starting out or you’re just in the formative phase, you’re going to take some crappy jobs and it’s even talked about in Sell Your Thoughts that you just don’t publish them. You don’t talk about those ones because you don’t want to sully your brand reputation by taking oddball jobs.

You just do them on the side in the beginning, until you progress enough to be only doing stuff that you want to do. So don’t over filter in the beginning.

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