It’s an art finding them!
“Don’t go through life trying to please everyone. If you try to keep every person happy, the one person that won’t be happy is you.” – Joel Osteen
In business, this wisdom rings especially true. Every successful company eventually faces a critical realisation: not every potential customer is the right customer for the business.
Why Customer Selection Matters
Working with the wrong customers drains resources, diminishes team morale, and ultimately hampers growth. These relationships often require excessive support, generate minimal revenue, and create an environment where neither party feels satisfied with the outcome.
Conversely, finding our ideal customers transforms our business from the inside out. These relationships energise teams, create sustainable revenue streams, and build the foundation for sustainable growth.
Creating Our Customer Bio
The first step toward attracting the right customers is knowing exactly who they are. A detailed customer bio serves as our compass:
Values Alignment: Which customers share our company’s core values? When values align, relationships flourish naturally.
Problem-Solution Fit: Which customers have the specific problems our solutions excel at solving? The tighter this fit, the more value we will create.
Growth Potential: Which customers offer opportunities for mutual growth? The best relationships evolve over time.
Communication Style: Which customers communicate in ways that match our team’s approach? Compatibility here prevents countless headaches.
The Courage to Choose
Creating a customer bio requires courage—the courage to say “no” to opportunities that don’t align with our vision. Every “no” to a misaligned prospect is a “yes” to creating space for ideal customers.
Choosing your customers isn’t about exclusivity for its own sake. It’s about creating the conditions where we can deliver exceptional value to those were uniquely positioned to serve.
The Next Step
Take time to draft your ideal customer bio. Be specific about who energises your team and creates mutual success. Then evaluate your current customer base against this profile.
The path to sustainable growth isn’t paved with more customers — it’s built on relationships with the right customers.
Thank you for reading.
