You Can’t Serve Everybody – Nor Should You

When you’re in sales and business, it’s sometimes tempting to think “I just need to make as many sales as possible to as many prospects as possible – just so I can make ends meet.” Even though this mindset leads to quick burnout with sales professionals, it’s a prevailing idea and it causes a lot of needless stress. The truth is that you don’t need to sell to anyone and everyone.

In fact, you SHOULDN’T sell to everyone!

The idea of filtering through your prospects to find your target clients can feel scary if you’ve never done it. You may think to yourself: Will I have any left if I’m too “picky?”

First of all, please know this: the idea that you are being picky or discriminatory by determining who your ideal clients are is a limiting belief. Every business and service has an ideal client. No business can possibly serve everyone, and that’s the beauty of sales! Your product or service is made specifically for a specific type of client!

So, replace that limiting belief with this one: I get to work with only my target clients.

Great! You’re on your way – but first you need to know who your target clients are.

First, it’s important to identify who your target clients are NOT. It’s ok to admit that not every client is for you. You end up wasting a lot of time and energy on prospects that are not your target clients when you give them a lot of time. The fact that certain clients aren’t for you doesn’t mean they are bad or that there is anything wrong with them – it just means that they will be better served by someone else.

Once you know who you don’t know who you want to work with, who you do want to work with begins to become more clear. As you are figuring out what kind of client you want to be working with, ask yourself:

What are the top 10 qualities of my favorite client?
My favorite client always wants me to….
What does my favorite client appreciate about me?
My favorite client appreciates the products or services I offer because…..

You can think of it like this: Who is your favorite client? What are they like? You know who your favorites are – THEY are your target clients! Examine them, and find more like them! Brainstorm some ideas: Who are you trying to reach? Who is the best fit for you, and who are you the best fit for?

One of the best ways to double and triple your sales is to make sure that the people you’re spending your time with are the ones that will be worth your time at the end of the day. And yes, it’s possible to work with JUST your target clients.

When you do, you will be happier in your work, and your efforts will be more successful, and your sales will increase. Spend some time today deciding who your target clients are – it’ll be one of the biggest payoffs you’ll see in your sales.


  • Shajen Joy Aziz says:

    Great perspective, Ursula. 🙂

  • S Garrett says:

    Appreciate your depth of knowledge; very well written!

  • >