Why “I Can Work With Anyone” is Costing You Sales and What Top Pros Do Differently
In working with high-performing sales professionals, one pattern I’ve seen over and over again is this: success plateaus when your focus gets fuzzy.
One of the first questions I ask in coaching is, “Who is your ideal client?” And too often, the answer I hear is, “Honestly, I can work with anyone.”
Sound familiar?
While it sounds inclusive and makes you feel like you’re remaining open to more opportunities, this answer is a red flag in strategic selling. Here’s why:
- Referrals dry up. If no one knows who to refer to you, they don’t refer anyone.
- You’re forgettable. When you're for everyone, you're for no one.
- Your pitch becomes vanilla. Generic messaging fails to connect with real problems.
There’s a well-known quote that sums it up: “If you try to be everything to everyone, you end up being nothing to anyone.”
Top sales professionals know that niching down creates lift-off. Yes, it takes courage to specialize. But here’s the truth: if being a generalist was delivering consistent wins, you wouldn’t be stuck.
When you define exactly who you serve —and how—you become referable. Your message becomes magnetic. And clients start coming to you because your solution sounds like it was made just for them.
Then comes your second edge: your message. Once you know your niche, your communication with them needs to speak their language. Vague, one-size-fits-all pitches are a deal-killer. Tailored, niche-specific messages close deals.
So, if you’re stuck asking:
- “Where do I find more clients?”
- “Why aren’t my leads converting?”
- “What should I be saying in my outreach?”
Start here:
- Pick your lanes. Commit to the ideal niche markets where you create the most value.
- Craft your message. Make it clear how you solve their problems, in their words.
This isn’t about limiting your success—it’s about concentrating it.
Define your who and your what, and watch your momentum return.
