“It’s not for you” is what great businesses are happy saying to people who aren’t their ideal customer.

For some people, the idea of turning customers down can make them uncomfortable. Rather than exclude a buyer who isn’t quite right, they bend their business around this person.

They make exceptions, agree to concessions and they go above and beyond in a totally unsustainable way. I’ve definitely done this myself and for service-based business especially this can be a nightmare.

The best business unashamedly serve their target audience really well. They know who their customers are and they can see the world through their eyes.

The more comfy you are with saying, “it’s not for you” the more your business resonates with its dream customer, the more confident you are in what you’re offering and who it most benefits and the fewer headaches all round.