I know the overwhelming majority of sales books out there
extol the virtues of listening. And, I guess there is a time and
place for that, but here’s my theory.

You know who makes a great client for you. You have a
core message that presents your value. You can explain the
benefits of doing business with your firm…and, you don’t
need to business with everyone.

Why not go out there and tell the world, or your very narrow
target market, what you have to offer, how you plan to deliver
it, the results they can expect, their responsibility in the
relationship and, oh woo doggie, how much it costs.

Think of it as the “take it or leave it” approach to selling. Or
maybe instead of selling, think of it as delivering an
internal seminar.

See, here’s the problem with probe and respond selling. In
this method, most business owners actually attempt to morph
into being whatever it is that the person across the table says
they want. That to me is the quickest way to muddy your
market and land a jerk of a client.

Life’s too short. Figure out whom you want to work with.
(there are a whole bunch of them) Decide to work with people
you like, trust that you have something awesome to contribute,
invest in creating clients that are thrilled, and then, find more
and more of them.