Is your business being repulsive enough? It’s a strange question, I know, but….

We’ve been having some deep conversations lately, and one of them got into the idea of businesses attracting the kind of customers they want…and repelling those they don’t.

Does your brand stand for something?

Have you planted your flag in the turf and declared, “This is who we are!”?

And not everyone is going to like who you are.

It may seem scary to risk offending and pushing away a large portion of your prospects, but it’s actually a great way to streamline your sales process.

Would you rather have 100 conversations including 50 people who are simply never going to say “yes”…or would you rather talk with 50 people who already identify with you because they “get you” and let the other 50 walk?

I know I’d take the conversations with 50 warm prospects, save time not talking to the 50 cold prospects, and try to find another 50 warm or hot contacts to take their place.  My odds of closing a sale just doubled because I’m only talking to warm or hot leads.

But why “repulsive”?  Isn’t that a little offensive or controversial?

It doesn’t have to be.

Ford or Chevy?  Coke or Pepsi?  Mac or PC?

There’s nothing offensive about any of those brands (except maybe Cherry Coke Zero), but to the right person, they are definitely “repulsive.” And I do mean the “right” person.

Big portions of the general population identify strongly with one brand or the other.  Chances are good your brand hasn’t climbed to “either/or” status like Apple, yet your core values and company philosophy have.

Let’s consider a financial planner who believes real estate investments are a lock for growing your portfolio.  All their marketing materials tout real estate investing.  All their testimonials are from real estate investors.

Now, pretend you’re more of a bonds and CD’s kind of customer.

How strongly are you opposed to the financial advisor who is telling you to rehab-and-flip or buy-and-hold?  The advice may be perfect for another type client, but it sure doesn’t fit you.

That’s what I mean by being “repulsive” to the “right” person.

Share your philosophy freely.  Tell your prospects exactly where you stand.  Show us your values and company culture.

Like Simon Sinek, tell us your “Why.”  What really drives you?

Either we’ll be in your camp or we won’t.

You will successfully attract the kind of people you like working with (and who will most-likely get a good outcome from working with you).

Just as importantly, you’ll repel the people who would occupy your time with all kinds of obstacles and objections.

In the Sandler Sales training method, this is the concept of “go for no.”  Quickly eliminate those who would eventually say “no” anyway, and get on to conversations with other prospects who are more likely to say “yes.”

Marketing is your start.  Define who fits in your camp and invite them to come work with you.  Attract “your type” and let the rest decide to keep looking.

Serious question now:  What values or concepts are important enough to you that you’d be okay with the people who are “not your type” being repelled by them?