You want to present your offers at the point of greatest deprivation, not the point of greatest satisfaction.

So if I walk into a restaurant and I'm starving and I say, I want a steak, I eat the steak,

waiter comes back. And they're like, how's the steak? I'm like, oh, it was delicious. Thank you so

much. They're like, great. You want another steak? I'm like, no, I love the stick. It was great. It just seems weird. That's why you get these weird sales conversations.

Hey, Alex.

Thanks for everything that you've done.

I'm James.

I sell custom branch railings to homeowners.

We did 420 or so last year.

I was, I've read 10x is greater than 2x.

And so last night it was coming to me again, like, do I really just want to double or do I want to try to 10x?

Sure. And so what I want to try to do is to develop a network of product specifiers, architects,

designers, contractors that can act kind of like a referral network. I want to shift away from the minnows.

And to focus more on whales, we had one client last year, about $50,000 worth of handrails. And if I could get 10 of those in a year,

then I would double revenue just with 10 clients. So kind of what are my best strategies to go

about achieving that? So where did you source the single whale this year? He found me. It's all

inbound. It's all through search. Okay. So SEO or PBC? SEO. Okay. I just started Facebook ads about three or four weeks ago.

They were going pretty good, qualified about half of the lead so far.

So I would, so if you want to go whale hunting, then I think your initial thought strategy of finding the architectural firms and engineering firms or whatnot is a good

one, I would probably try the outreach method as my primary way, because you can be hyper-targeted

in terms of who you're reaching out to. And the key to making it work, though, is like,

what's in it for them to refer you business? Are you asking me that? That's an excellent question.

...