Why? More sales are good, right? Well yes, and no.

There are people who view your product, some try to negotiate with you but only a small portion buy your product. Most people stop here, which works for certain business models. But, there are models where much of your sales are going to need to come from retention.

Now let's picture this. You are some kind of Sales guru who can sell to everyone no matter who they are. Say, 100 people take a look at your product and you sell to all of them. Sounds good, right?

On paper, it does sound good. But in these 100 people, there are those who didn't want to buy the product, but you made them buy it anyways. Now, these people are less likely to give you any value in retention. On top of that, they can also spread negative remarks about your company which can escalate very fast.

Just for demonstration purposes, let's assume we get 60 viewers for the next day, this number is purely based on the speculation that your retention rate isn't great and you have forcefully put your product in some people's hands, who are now displeased and feel cheated.

The same thing will happen again and you will lose some more viewers. But, you are a Sales guru and can sell anything to anybody. B-) So you keep making the sales. Soon, you will see that your sales number have become more or less constant for a while and then it begins to grow. But why?

Because, in doing all of this, you have cut off all leads who are not going to convert. Now all that's left is people who actually like your product. And now, selling is easier than ever. They already want your product so- you keep selling, they get happy and your retention rate goes higher.

But you can never make 100% conversion of leads. What you can do however, is focus on the tip of the tip of the tip of the iceberg and only nurture the leads that fit the profile of your ideal customers. In this way you can skip a lot of the hassle and predict, almost perfectly, if your lead fits into your customer profile or not. This concept is better known as buyer persona.

Here's a really well put out article and additional resources on buyer persona by Hubspot. https://blog.hubspot.com/marketing/buyer-persona-research

So, long story short, don't sell to anyone or everyone. Sell only to those who are going to buy. Try to understand who are they, what they do, where they live, as many things as you can know about them. This is one of the most important lessons that I learnt while working and speaking first hand to many cold leads via phone calls and emails. And that's the beauty of it, nobody can teach you what you learn by trial and error.

Thanks for reading!