Most people underestimate the things they have to say no to when building.

0:00When you first start growing, you'll take almost whatever client you can get. And then, as you grow and mature, you're like, "Oh, it takes the same amount of work to sell one person to do everything as it would to sell a client that wants to do a single process." When do we actually make that switch? >> 8 million, right? >> Yes. >> Yeah. So, yeah, you do that now. >> You do it now? >> Yep. >> Perfect. >> You'll excel a lot. The thing is you just have to be comfortable with the fact that like you have to say no to people. And I will tell you that from a sales perspective, it's the best.

0:28>> I've started saying no, and they they they're like, "Okay, well, what do I got to do to work with you?" >> [laughter] >> Everyone wants the girl who doesn't want to be with you. So, like, and the thing is is that when you make that decision, it has to change from the top all the way down. Meaning, the messaging in the funnel, the case studies you show, the lead magnets you have, the sales scripting you everything has to change to match the new avatar. And so, then you will often find that it was literally just a decision. You'll be like, "Why didn't I do this 5 years ago? It would've been so much easier."

0:56Um but you'll probably be able to keep the same sales velocity where your LTV will be 5 to 10 times higher. And then, the company will 5 to 10x. Like, these are the types of companies I like buying. Cuz I'm like, "Oh, wow. They sell this many customers. These ones are worth 10 times more than these ones. Cool." We already have the capacity for 10 times more customers at this 10 times rate. It's like, that's how I can get 10x's. That's what I like that's what I look for.