Ever work with clients that kinda felt like things were just more laborious than they needed to be? You’re not alone. We’ve had several clients that, when they came to us, were struggling to say ‘no’ to certain clients who they may have suspected weren’t quite a fit. They were taking anybody that had a checkbook. So in looking at their sales and marketing process, and inevitably what their product really delivers, we quickly identified that not only were they taking some ‘bad apples’, they were actually attracting the wrong clients.

Therefore, the problem is that you have a great solution, your product delivers true value to people, but it gives the appearance that it doesn’t; and the reason being is that you’re actually working with the wrong people. It is vital that both the solution and the client are really aligned.

In other words, if the solution doesn’t align with the client, they will get very little or...