Always be closing? Not necessarily.
Hustle culture and 90s movies tell us that the path to success is to be the consummate salesperson and become a great closer; to be more persuasive, more relentless, to “always be closing.”
The most successful people, however, are actually selective sellers. They curate their clientele, are selective about who they take on, and that selectivity creates a club that everybody wants in to.
Instead of trying to close every prospect, change the game. Have people apply to be your client. Become a discerning practitioner, a business with a select client list.
Here’s what most practitioners do:
Chase every prospective client, try to get every body in the door.
Accept whatever clients come along that want to work with you.
Operate from a place of scarcity, asking to be chosen.
Instead, do this:
Set standards that people must meet in order to work with you.
Say no to all opportunities — clients, joint ventures, referral partnerships — that are not in alignment.
Let it be known far and wide that yours is an exclusive club.
Your homework: Write out your specific criteria for allowing people to become your client. What conditions must exist for you to be willing to say “yes”? Then, build these criteria into your consultation process, and be willing to walk away from a potential client that is a bad fit.
What are your client acceptance criteria? Sound off in the comments below and let’s discuss.