Why you should avoid selling to everyone

If you want your clients to treat you as a commodity and always ask you for discounts or worst case tell you the other company does it cheaper than you.

Then you need to pay attention to what I’m about to tell you.

For the past 10 years I was selling my services to everyone and all the time I had to compete on pricing with the other guys because if I didn’t cut down my prices and offered discounts I wouldn’t get the project.

Until I figured that the problem was not the client.

It’s me

Because I’ve commoditized my services to the point that I’m always being matched with the other 1000 guys on the list who submitted their proposal to the same project.

And the reason for that is I was selling to everyone else like all the other guys.

My offer was for everyone

I wasn’t selling to a specific group of people or to a specific buyer’s persona.

And keep in mind the up you go on the ladder the less competition there is.

Let me give you an example

Lets suppose you are looking for an apartment.

The apartment price should be under $500k

You will see 100000 real estate agents offering you the apartments

But if you change the filter to apartment under 2M

There will be less zeros maybe 1000 real estate agents with apartment under $2M

However if you go more above the ladder lets say looking for an apartment under $20 Million

Now there will be only 20 or 50 real estate agents with those kinds of apartments…

So in your service offering the more expensive you become the less there is competition and the higher demand.

Want proof?

Ask chatgpt this

Who are the top most expensive barbers in your area that charge $1000 for a hair cut

You will barely see 5 to 10 barbers that are extremely expensive.

Then search for the cheapest barbers in your area that charge $20 a hair cut and you will find hundreds of them.

This proves that the more you price your services the less competition you have and the more money you make and the less headache you have.

Now let’s talk about the 2nd point

Which is to price your services higher you need to serve a specific group of people and offer the services to them damn well.

You cannot price your services higher and then sell it to everyone; this just doesn’t work.

Here are some actional steps you can take…

If you are a real estate agent check your listings

If you sell offices, apartments, commercial, residentials, duplex, etc etc.

You need to cut down everything to be known for selling one thing only…

Lets say selling penthouses only. Have all your listings to be penthouses.

All your marketing material and branding and content to be around penthouses.

That way you will be the only one to be selling penthouses and know every penthouse around the city.