Stop Trying to Sell to Everybody

One of the biggest mistakes people make in business is trying to sell to everybody.

You may say:

“Everybody needs what I sell.”

That may sound good, but it makes selling harder.

If you know exactly who needs your product or service, you can communicate with them better, find them more easily, understand their problems, and create offers that appeal to them.

The Big Question

Before you start looking for customers, ask yourself:

“Who is most likely to buy what I sell?”

That person is part of your ideal customer.

1. WHO IS AN IDEAL CUSTOMER?

Your ideal customer is the type of person or business that is most likely to:

• Need what you sell

• Afford what you sell

• See the value in what you sell

• Trust your business

• Buy from you

• Buy from you again

• Recommend you to others

Your ideal customer is not necessarily the person who needs your product the most.

It is the person whose need, ability to pay, interest and buying behaviour make them a good fit for your offer.

2. DON'T SAY "EVERYBODY"

Imagine someone sells women's corporate clothing.

Instead of saying:

“I sell clothes to everybody.”

A clearer customer description would be:

“I sell stylish corporate outfits to working-class women who want to look professional and confident at work.”

Now the seller knows who to target.

Another example:

A person who sells birthday cakes could say:

“I sell cakes.”

That's too broad.

A stronger description could be:

“I make customized birthday cakes for people who want to give their loved ones a beautiful and memorable birthday experience.”

The second statement gives you a clearer picture of the customer.

3. YOUR CUSTOMER HAS A PROBLEM

People usually buy because they have a need, problem, desire or goal.

Your job as a salesperson is to understand what that is.

For example:

Customer:

A small business owner.

Problem:

Customers don't easily remember or recognize the business.

Possible solution:

Professional branding and promotional materials.

Customer:

A busy professional.

Problem:

They don't have time to prepare food every day.

Possible solution:

Meal-prep or food delivery services.

Customer:

Someone preparing for a birthday.

Problem:

They want to make the celebration special.

Possible solution:

A customized gift, cake, decoration or souvenir.

The better you understand the customer's problem, the easier it becomes to explain the value of your product.

4. THE FIVE THINGS YOU SHOULD KNOW ABOUT YOUR CUSTOMER

Before selling, try to understand these five areas.

1. WHO ARE THEY?

Are they:

• Students?

• Parents?

• Professionals?

• Business owners?

• Couples?

• Event organizers?

• Organizations?

• Retailers?

• Other businesses?

2. WHAT DO THEY NEED?

What are they looking for?

What are they trying to achieve?

What are they struggling with?

3. WHAT PROBLEM DO THEY HAVE?

What is currently making things difficult for them?

For example:

“I need promotional materials, but I don't know what to print.”

That is a problem you can help solve.

4. WHAT CAN THEY AFFORD?

Understanding your customer's spending capacity helps you recommend the right option.

Not every customer needs your most expensive product.

Sometimes the best sale is the one that matches the customer's need and budget.

5. WHERE CAN YOU FIND THEM?

This is extremely important.

Your ideal customers may be found:

• On WhatsApp

• Instagram

• Facebook

• TikTok

• LinkedIn

• At business meetings

• In professional communities

• At events

• Through referrals

• In physical markets

• Around your neighbourhood

• Through existing customers

Knowing where your customers spend their time makes prospecting easier.

5. CUSTOMER VS IDEAL CUSTOMER

There is a difference.

A CUSTOMER

Someone who can potentially buy from you.

YOUR IDEAL CUSTOMER

Someone who is a particularly good fit for what you sell.

For example, if you sell corporate branding materials, almost anyone could technically buy from you.

But your ideal customers might be:

• Small business owners

• Corporate organizations

• Event vendors

• Churches and religious organizations

• Schools

• Professionals

• New businesses

• Organizations preparing for an event or campaign

Knowing this helps you focus your marketing.

6. CREATE YOUR IDEAL CUSTOMER PROFILE

Let's make this simple.

Complete the following:

My ideal customer is:

They are usually:

They need:

Their major problem is:

They want to achieve:

They can afford:

I can find them on/in:

The reason they should buy from me is:

This becomes your Ideal Customer Profile.

7. WHY THIS MAKES SELLING EASIER

Imagine you sell children's school bags.

If you don't know your customer, you might advertise randomly.

But if you know your ideal customer is:

“Parents with children between ages 5–12 who are preparing for a new school term.”

Your marketing becomes much clearer.

You can create messages such as:

“Is your child ready for the new school term?”

That message immediately speaks to the right audience.

8. SPEAK TO THE CUSTOMER'S WORLD

Good salespeople don't only talk about their products.

They talk about the customer's situation.

Instead of:

“We sell premium notebooks.”

You could say:

“Looking for a professional way to keep your business notes, meetings and ideas organized?”

Then introduce the notebook.

The customer first recognizes their need before hearing about your product.

9. DON'T CHASE EVERY CUSTOMER

Sometimes a prospect is simply not a good fit.

They may:

• Not need your product

• Not be ready to buy

• Have a budget far below your offer

• Want something you don't provide

• Be looking for something outside your expertise

That doesn't mean you have failed.

Good selling is not about forcing everyone to buy.

It is about finding the right people and helping them make the right decision.

10. THE IDEAL CUSTOMER FORMULA

Use this simple formula:

I HELP [WHO] WHO NEED [WHAT] AND ARE TRYING TO [RESULT].

For example:

“I help small business owners who need professional promotional materials and are trying to make their businesses more visible.”

Another:

“I help busy professionals who need convenient meals and want to save time cooking.”

Another:

“I help people celebrating special occasions who need thoughtful customized gifts and want to make their loved ones feel special.”

This statement helps you understand exactly who you should be looking for.

PRACTICAL EXERCISE

Take your own business and answer these questions.

STEP 1 — WHO?

Who is most likely to buy from you?

STEP 2 — NEED?

What do they need from you?

STEP 3 — PROBLEM?

What problem are they trying to solve?

STEP 4 — RESULT?

What do they want to achieve?

STEP 5 — LOCATION?

Where can you find these people?

STEP 6 — MESSAGE?

What can you say that will immediately make them interested?

YOUR IDEAL CUSTOMER STATEMENT

Complete this:

“I help __________ who need __________ and want to __________.”

Then add:

“I can find them __________.”

Example:

“I help small business owners who need professional branding materials and want to make their businesses look more credible. I can find them on WhatsApp, Instagram, Facebook, business communities and through referrals.”

KEY LESSONS

Remember these five things:

1. Don't try to sell to everybody.

2. Identify the people most likely to need and value your offer.

3. Understand your customer's problem.

4. Know where your ideal customers can be found.

5. Speak about their needs, not only your product.

BEFORE YOU MOVE ON

Ask yourself:

WHO AM I SELLING TO?

WHAT DO THEY NEED?

WHAT PROBLEM DO THEY HAVE?

WHAT RESULT DO THEY WANT?

WHERE CAN I FIND THEM?

If you cannot answer these questions, you are not ready to start serious prospecting.

CHAPTER 2: ASSESSMENT

NEXT: FINDING POTENTIAL CUSTOMERS