Why "More" Is Killing Your Sales Growth

🔥 Did you know that I roast sales call? Don’t worry, it won’t stream on Netflix but it is something that can help you get immediate feedback like Jay did. Pricing is going up on April 1st. Lock yours in now → Get Roasted Here

Today’s Skill: Less but better

Founders get stuck in the cycle of more → more markets, more industries, more opportunities.

It all looks too good to pass up. But the reality? You don’t have the bandwidth to chase everything and cater to everyone. Plus, it pulls you away from your highest priorities.

I see this happen all the time in sales.

The thinking 🤔 → More markets = more opportunities.

On the surface, the logic makes sense. If I went after more markets that would give me more leads which would lead to more sales. Easy, right?

But here’s where it breaks down: You don’t have the infrastructure of a $200M company.

Instead of growing deeper, you stretch yourself thin. You go a mile wide and an inch deep.

Why This Is a Problem

1. You stay a generalist, not an expert.

   → Instead of dominating one space, you become just okay in many.

2. Your sales assets multiply.

   → More decks, more proposals, more customization. More work is created to address each specific market, not less.

3. Your messaging weakens.

   → Your marketing and social posts become more generic because you have to cast a wider net. You lose that edge that attracts your ideal clients.

4. Your product/service loses focus. Since you have to adhere to varying demands, it makes it harder to set a course on a clear direction for your product/service.

I could go on but the simple point to make is:

There’s a time to expand, but for most founders that time isn’t now.

My Advice: Pick One

Pick one industry.

One market.

One lane.

Go deep. Prove the model. Then, expand when it makes sense.

Why This Works?

1. Stronger positioning

   → Every sales call builds expertise and a backlog of stories (client wins, pain points, trends). It allows you to to speak on a deeper level with your clients.

2. Clearer prospecting

   → You can target a specific ICP (Ideal Client Profile) and become a known voice in their circles.

3. Faster learning curve

   → The more you hear the same problem(s), the sharper your solutions and messaging become.

4. More effective marketing

   → You address hyper-specific problems instead of scattering your efforts across multiple industries.

5. Simpler sales process

   → You can create specific assets, pricing and a clear proposal geared toward the language that they speak.

6. Predictable deal flow

   → You recognize patterns, anticipate objections, and understand the typical headaches that can help move deals forward more quickly.

The benefits are endless.

By focusing, you move much faster.

Stop trying to be everywhere. Stop trying to sell to everyone.

For now, prove your model in the best market you already have.

Start with the industry where you’ve had the most success or the best clients.

Pick one lane. Go Deep. Master it.

You’ll build revenue quicker, become an authority in the space and it’ll unlock a richer client experience and referrals.

As Greg McKeown puts it in his best-selling book, Essentialism: “Less, but better.”

Action Item:

I know this is a tough decision but if you only had to pick one market to go after, what would you pick?

You think you’re giving up a lot of opportunity but you’ll find it exposes so many new ones. (btw - it doesn’t mean you can’t talk to businesses outside of this market if they come to you, you just aren’t doing it proactively!)

Markets are massive → The quicker you get clearer on the one you want to go after the sooner you can turn all of your focus to tackling it with intensity.

Need more help with sales?

🔥 Get Your Sales Call Roasted - Book A Roast

🤝 Sign up for 1:1 Sales Mentorship - Get Started Here

Thanks for your support with this newsletter.

❓What did you think? I’d love feedback to continue to make this a superb resource for everyone. Nothing is off-limits. Simply reply to this email and I’d love to hear from you.

⭐ Want to give it some love? If you’d like to help me grow this newsletter you can do that easily by leaving a review of how it’s helped you. - Leave A Review Here 

👭 Have a friend doing sales? Send them the link to subscribe or forward this email.