We all want to get more sales. We train our teams to overcome objections and close deals. But what if one of the keys to massive, sustainable growth isn’t saying yes to more people, but learning how to effectively tell certain people no?
The truth is, some customers will be dissatisfied no matter how excellent your product or service is. They are an inevitable part of business, but the real damage comes from those who were never a good fit to begin with. These “poor fit” clients cost you time, energy, and, most critically, trust.
The Counterintuitive Sales Strategy
Marcus Sheridan, author of They Ask You Answer, discusses the power of intentionally letting your audience know when they are NOT a good fit for your offering.
At first glance, this seems counterintuitive. Why would you proactively discourage people from buying from you?
The answer is simple: You only want buyers who genuinely need your product and will truly find value in it.
Selling to someone you know is a poor fit is an act of short-sighted desperation. If you secure the sale, you’re only guaranteeing a negative outcome later.
The Hidden Costs of the “Bad Fit” Sale
The true cost of selling to a poor fit client far outweighs the initial revenue.
- Resource Drain & Morale Killer: These clients require excessive customer service time, often complain about features you don’t offer, and leave your team feeling frustrated and demoralized. You prevent your sales and support teams from focusing on your ideal clients.
- Reputation Erosion: A customer who feels cheated (even if they were warned) will often leave a negative review. This spreads mistrust faster than any good testimonial can spread positivity.
- Lost Opportunity Cost: Every hour spent managing a perpetually unhappy, poor-fit client is an hour you could have spent serving your best clients or innovating your product.
3 Powerful Results of Pre-Qualifying Out
When you commit to helping the wrong customers exclude themselves early, you instantly activate three positive growth levers:
| Benefit | Description |
|---|---|
| 1. You Save Resources | You eliminate high-maintenance clients before they enter your service funnel, drastically reducing support costs and freeing up key staff time. |
| 2. You Build Authority & Trust | You demonstrate integrity by showing you value their success over your transaction. This honesty positions you as a trusted expert, not just a vendor. |
| 3. You Win Better Referrals | Your ideal customers—who are receiving your best attention—become your best advocates, sending you more customers just like them. |
Action Steps: How to Implement the “Who We Are NOT For” Strategy
This strategy demands clarity and transparency. Here are three actionable ways you can start pre-qualifying poor fits immediately:
1. Write a “Who We Are NOT For” Blog Post or Page
Dedicate a clear, concise piece of content that defines your ideal client and the clients you cannot successfully serve. Use specific criteria.
- Examples: “We are not for startups that need hands-on technical support,” or “We are not for clients with budgets under $X,” or “If you need a solution customized in less than 3 weeks, we are not for you.”
2. Update Your FAQ Section
Don’t hide this information. Add specific, challenging questions to your FAQ to force prospects to consider their fit.
- Examples: “Who should not buy this product?” or “When is this product not the right solution?”
3. Create a Short Video
Have a team member briefly and kindly explain the criteria that disqualify a client. Seeing a face attached to the message reinforces your transparency.
Helping the “poor fits” exclude themselves goes a long way in building deep, lasting trust with the audience that matters most—your ideal customer. Implement this strategy now, and watch your customer satisfaction, team morale, and bottom line all improve.
Author: Mark McNulty, Business Coach in Louisville, KY