When I just started out in marketing, someone told me:
“Your prospects need to earn the privilege to be your clients”
At the time, I thought this is a nice psychological trick to increase the perceived value of my service.
Years later I found out, how dead wrong I was. Choosing the right customers is not a sales trick. It is a profound requirement for any business, and if you fail in that your business will not be fun – and by far not as profitable as it could be.