How to Dominate Your Niche by Finding the Best Clients
There’s a temptation when you’re just starting out to accept any client who can fog a mirror.
Don’t fall into that trap.
You may never dig out.
Why Disqualifying Clients is More Important than Selling to Them
Sales guru John Paul Mendocha tells a story…
“There’s these two woodsmen and they drive to the edge of the forest and they get out of the truck. They’re barely out of the truck and the one guy points his rifle and goes blam blam blam blam!
He turns to his buddy and says, ‘Boy, I hope something good runs into that.’”
That’s how most consultants prospect.
They fire expensive ammunition (advertising) in a wide, scatter-shot pattern and hope something qualified stumbles into the path.
But John recommends only doing business with clients who can pass the 5 Power Disqualifiers…
- Do they have the money?
- Do they buy into your unique selling proposition?
- Do they have a bleeding neck?
- Do they have the ability to say yes?
- Does what you sell fit into their overall plan?
Why the 5 Power Disqualifiers Work…
They focus you on real opportunities only. That means you’re going to have a much higher success. And success breeds energy.
This is hard to explain, but very real. When you only work with clients for whom you can provide stellar results, your confidence and energy goes through the roof.
Conversely, working with clients who are not a good match for you, leaves you exhausted. This is not only good for your wallet, it’s good for your health and sanity!
The better you get at disqualifying, the more your clients begin to think you have some magic source of extra time and energy. Because you’re only focused on them.
The more consulting they want you to do for them. The more they’re willing to pay you to do it!
Another story from John Mendocha…
“I had a consulting client years ago and I used to tell his sales people about the 5 Disqualifiers.
One day he says, ‘John, my guys tell me that you’re just full of crap.’
So I said, ‘Okay, give me a territory and I’ll prove it.’
So he gave me a territory.
I only made a handful of sales calls (meaning going to see them in person…which his guys did ALL DAY LONG). Instead, I built a system around the 5 Power Disqualifiers.
I ONLY spoke to prospects who met all 5 criteria.
The territory went from an average of $8,500 a month to $35,000 a month and stayed over $30,000 for the entire test period.
Because I didn’t waste any time stumbling down blind alleys. I didn’t go chasing bunnies. I only met with prospects who were PERFECT for me.
The challenge isn’t that the 5 PDQs are hard to do…it’s maintaining your resolve and just doing it. Over and over and over again.
But once you start finding the “perfect fit” clients, then you’ll think, ‘Okay, now I know what they look like and it gets faster and easier.’”
Your homework: Read chapter 7 of my book 80/20 Sales & Marketing on the 5 Power Disqualifiers and start to sketch out a description of your perfect client based on the 5PDQs.
5-Days to Greater Consulting Success: Day 1
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