Don’t say it too loud but the economy, particularly in B2B tech, is hotting up. I’d suggest it’s beyond just hot which is of course great news but a hot market can outstrip demand so unless you know what your ideal customer looks like you end up taking on everything.

But I’m not talking about just ideal today. I’m talking about ideal long term. When the market has settled down. When you have a bigger customer base than you had expected but by taking on too many of the wrong kind you now find yourself battling with difficult customers who suck your profits. Your energy. Your will to live.

Worse still, you start to lose your best people. Your market reputation starts to spiral downwards. Your ability to survive looks more difficult than ever before. Big is not always better.

Which is why saying no is possibly your best long term sales strategy. But only if your know why you’re saying no. When everyone is buying it’s easier to look good by always saying yes. The smart sales people listen more than they talk, say no more than they say yes. But they are few and far between. As are the businesses that have a great reputation with their customers.

So in reality you have to know your ideal customer before you can really use no as your best sales tool. Until then, they all look the same, you all look the same, and lowest price wins. Good luck with getting fat and happy on that approach!