BRX Pro Tip: Who You Are Not
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, I know you’ve put a little energy in sort of thinking through this, and it strikes me as an interesting idea perspective. A good exercise is to put some thought into who you are not.
Lee Kantor: Yeah. We spend so much time on kind of that ideal customer profile and really honing in who we are for. And this is something I’d like to add to our website, which we have not done yet, but I think it’s important to do it, is to create a page on your website that basically is who is not a good fit for me.
Lee Kantor: And then you have to tell people who you serve, obviously, and you spend a lot of time and energy talking to those people, but you also have to let people know who you’re not for. And it might sound counterintuitive, but I think it builds trust faster. When you can create a clear not-for-you page, you’re going to help the right people recognize themselves immediately. And also, you’re going to help the wrong people move on without wasting everybody’s time.
Lee Kantor: Like in our case, we don’t want one transactionally minded people. If you’re a transactionally minded person who just wants to do a tactic and just kind of bludgeon people with a tactic and then just burn and churn through clients, that’s not a good fit for us.
Lee Kantor: We need relationship-focused people, people who want to serve their community, people who want to be servant leaders. Those are the right kind of people. We don’t want people who don’t care about people, and they just want to automate everything, and just have this run in the background in some impersonal manner. That’s not the right person for us. They have to be community-focused. They have to have a heart for serving their community and business. They have to love business. If they’re not that, don’t play with us. You’re not right fit for us.
Lee Kantor: And this type of clarity is kind of a gift in business. It saves you from attracting people who are never going to be a fit. And it shows the right buyers that you understand exactly who you built this thing for and who are you going to be able to help.
Lee Kantor: So if you want better leads, better conversations, and better customers, don’t be afraid to draw that line. Be clear about who this is for and be just as clear about who it’s not for.
