Hard Ball Qualifying: Work With Many Or Few?

Recently the topic of whether or not to qualify and funnel leads came up, and I have to say shouldn’t this be rhetorical by now?

Why do people honestly add a mental gap between themselves and say for example a salesman selling cribs for babies. There’s rarely an exception to this rule. Your product should not be for “everyone”. It should be for only a select few who actually have the pain point you’re looking for in that specific case; pregnancy!

It boils down to this: If a baby crib salesman calls someone who has no children, let alone maybe doesn’t want any, and doesn’t have one on the way, there’s no way he’s going to make a sale! Why should this be any different for you?! If you call someone who doesn’t own a car and try and sell them car insurance, you sure won’t get far!

Some people even try and fight this with arguments like “But what about bottled water?! Everyone needs water!”. But this is clearly silly because they definitely don’t understand businesses such as: Evian, FIJI, Gerolsteiner, Ferrarelle, Perrier, San Pellegrino, Voss, Mountain Value Spring Water, Ty Nant, Volvic, or Icelandic Glacial to NAME A FEW (there are many others)! Those companies are simply NOT selling their water to everyone! And believe me, they like it that way!

Narrow down your ideal client as far as possible, look for reasons you CAN’T work with someone. And then, and only then, will you be able to truly serve the right people. Try and serve everyone? You will serve no one.


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