Neha Awasthi
2 September 2019

Last month I joined a Zumba class.

In a local gym. For the 134868 time. I convinced myself that this time it is going to work. I am going to love it, and this is going to be my next obsession. Like most Indians – I love curry & I love dancing. 

I went to the classes for 4 weeks, but I had to really drag myself to the class every time. I wasn’t motivated. I wasn’t feeling it. I wondered why. Normally, I’d go to dance classes and find them a lot of fun. But I got bored in this class very quickly. I love high energy classes where instructor is full of enthusiasm and that energy rubs off me.

However, in this class, the instructor played the same music, never interacted with the participants, and kept looking at her own moves in the mirror. 

I felt it lacked energy and was too regimented. Even though that class is always full – it just wasn’t for me. 

When I signed up, the person who signed me up at the counter paid no attention to what I wanted, what my preferences were, what my problems were with the other gym and what exactly I was looking for. And that left a bad taste in my legs.

And that’s the case with a lot of businesses too. 

We think our goal is to get all the customers and any customer possible. Shouldn’t everyone buy what we are selling? 

The answer is No.

Infact work very deliberately to dissuade wrong type of customers. Customers who are not at the right level to use your service, have the right value alignment or are simply not the right fit for your services. 

Why you should actively repel wrong customers?

I held an Instagram workshop the other day and I found one of the attendees didn’t even have an Instagram account. Now, whilst I was teaching the basic Instagram Marketing, she still found it overwhelming. Fair enough!

It’s only natural for someone who doesn’t have an account or knows how to post – to feel overloaded with the strategy part.

I kept thinking about all the things I could have said in my marketing to make it clear who it was right for and who it wasn’t right for? It was my fault. Not hers. 

When we buy things we don’t need or we are not at the right level to make full use of it – we are only left with disappointment for that brand or business. No one wants to think they made a bad choice but now they feel the pang of it.  It is the responsibility of the business and brand to make it clear who is the specific kind of person it is right for. 

You can only do that when you know clearly who is your product or service right for. What kind of person will use it best? Who is that person who will not only like it but will be delighted with it?

This is why finding the right set of people or right niche is important. Not just from a profitability purpose, but also from an overall satisfaction perspective. 

We don’t want to push our services on everyone. We are always seeking to find out who our services are the right match for. Who will not like what we have to offer but infact love it? 


This can be the difference between coercion and connected selling. Coercion pushes anyone to buy. Connection inspires selective people to buy who are going to love it. 

This is the difference between coercion and connected selling. 

To find people who love it.

When we use manipulative techniques to persuade and coerce people to buy what we offer instead of making sure it’s a right match and can really serve someone – we almost always end up getting customers who feel the remorse of buying from us.

At the heart of marketing, we must always ask “Who our services the best fit for?”

The benefit of asking this question is there will be a beautiful alignment with those people. They will love working with you, and using your product and you will find it not only easy to sell but love to sell them.

We don’t need the whole world to buy from us unless you are creating an empire for world domination. I know I am not. People like you and me who want a sustainable, small business that fulfills our soul and funds a good lifestyle. We don’t want to be using any cheap tricks or crush our souls to persuade and convince people to buy.

So figuring out who is that person can save a lot of headache and heartache. When we know who we are for and who we are not for, we don’t have to inflate things more than what they are.

We have to just create clarity, create an environment of genuine conversation that helps them to decide whether they want this or not and make an offer to help them decide if they’d like our service and product or not. 

When we have the right type of people buying from us it creates a ripple effect of those people attracting more right people. And business can feel great. As we are spending time with people who we enjoy working with and dealing with.

From profitability point of view, it helps the clients to come back and spend more money and become long term customers. 

People spend more when they feel first time was so helpful and when they got more value out of it than they expected. They actively spread the word as they are so happy with what they got.

And that’s why you should also prevent people from buying from you. As wrong type of customers, will always feel disheartened and disappointed with your service or product and create problems down the road.

When good customers become evangelists, wrong customers actively spread the bad word.

And we must do so without holding any judgements. Everyone has their reasons and preferences and that’s ok. There is enough in the world to go around for everyone.

In this selection process, we don’t want to become wrapped up in who they are as a person. We must look at them objectively , and if they don’t seem the right fit, we must either guide them towards another direction or resource we think will work for them.


So when I found the right Zumba class where the instructor spoke no English at all, but she had the enthusiasm I was looking for. She created a sense of camaraderie in the class and I didn’t have to motivate myself to show up for the class. It felt easy and fun. I showed up every single time. I wanted to be there. 

That’s exactly what finding the target audience can do for your business. You don’t have to push or coerce. They stay. They buy because they love what you do. And they show up.