If you think your company is hyper clear about who your ideal customer is, try running this quick test. Send a few people on your team a note, and ask them, β€œIn ONE sentence, who is our ideal customer? And who is NOT our ideal customer?”

If everyone responds with the same exact answer, you are in great shape. 

Here is another test. Ask yourself, HONESTLY, are you turning away customers and opportunities frequently? If you bid everything that hits your desk, chances are you are wasting a lot of your time on opportunities that are not a good fit for you.

One of the biggest challenges that we have as sales people...


After running across this image about a year ago in Allan Dib's book, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd, I wasn't quite sure I believed it. 

I mean, five or six contacts before your prospect even knows you exist? Thirteen until you have a customer? That seems crazy. 

After all, for most of my sales career I was consistently giving up after...