How to find “your” clients and stop wasting time on random projects

My least favorite and, personally, the hardest part of sales isn’t the product, the price, or even the competitors.

The most difficult thing is finding “your” clients—the ones whose pace, values, and culture match yours.

You and your team want to “take over the whole market, the whole world.” We rush and don’t verify the client. As a result, at the very first meetings between teams and companies, the leader (me) often makes a mistake: we rush to “present” and prove that we are the best. It doesn’t matter in what (without asking the client what “being the best” means for them). For some, it’s past cases. For others, urgency and quality (“we won’t spare any expense”). For others, on the contrary, it’s fitting into their budget (try guessing that at the first meeting) — that’s a tough, almost unsolvable puzzle, and there’s no need to play that game at the first meeting.

At this moment, you need one crucial skill: listening.
Understand how your client’s business works, what their pains and priorities are. Only then will you be able to speak their language and build trust.

Great relationships and great deals come together not from beautiful slides, but from a feeling: “Oh. That’s it. These people understand us.” And that’s exactly why it’s important to immediately filter contacts and look deeper—does your logic for playing the long game match?

Have you ever had it that after the very first meeting you realized: “Oh, this is it! Yes, these are our people”?

Write your answer in the comments on the Telegram post!