Desperate Money
If you're anything like me, you've been on a sales call with a suboptimal prospect where, you know, with a bit of a push, you can convince them to buy from you.
Don't do it.
Money has an energy, and desperate money has bad energy.
Throughout my consulting career, I've had many situations where someone has come to me in a last-ditch effort to save their business.
It's their final roll of the dice, and they want to bet their dwindling bank balance on a miracle—the latest in a string of poor choices.
I'm not a casino, and desperate money is not a currency I accept. I suggest you don't either. It comes with complaints, refunds, and customers who will drain the life out of you and your team.
Under these circumstances, I do the ethical thing and tell them I'm not the right fit for them right now. I also usually point them to some free resources that they can use to help themselves.
Chances are their business is in the bad state it’s in because there's poor product-to-market fit or some other major structural issue. However, they need a miracle, and they need it right now.
Sprinkling some marketing on top will just be putting lipstick on a pig.
By contrast, the very best clients are ones who want to go from good to great. More importantly, their mindset is in the right place – relaxed and focused on the job at hand.
Desperate clients, however, are (understandably) freaking out as they head toward the edge of the cliff at full speed…and they want to take you with them.
Marketing is an accelerator that can multiply revenue in a very short period of time, but you've got to be focused, and you've got to start with a spark. If there's no product-market fit, pouring gasoline on top won't help.
Your business and quality of life massively improve when you become determined to foster lifetime relationships with your customers.
These kinds of customers are a pleasure to work with, pay on time, and constantly refer new business. They become the lifeblood of your business and actively conspire for your success.
People will thank you for being truthful and telling them that your product or service may not be right for them. They’ll refer their friends and relatives to you, and they may become customers in the future when their circumstances change.
The best businesses always prioritize long-term relationships over short-term transactions.
(It’s like your smart, good-looking friend who gives you actionable ideas in 5-minutes or less.)