Start with the Who: The Key to Focused Sales and Marketing Success
If you've been following me for a while, you’ve probably heard me emphasize this philosophy: always start with the who.
In today’s world, there’s no shortage of marketing tactics, tools, or strategies. You could easily spend endless time and money chasing the next shiny object. But here’s the truth: without clarity on your “who,” all those tactics are just noise.
When you center your sales and marketing plan around the who—your target buyers, prospects, and network—the rest tends to fall into place. Suddenly, it becomes clearer where to focus your time, energy, and budget. You’ll also gain critical boundaries that help you avoid distractions and overwhelm.
Feeling Stuck? Start Here.
When you’re overwhelmed or unsure about what to do next, start by asking yourself:
1. Who do I already know?
2. Take stock of the people in your network. This doesn’t have to be complicated. Use tools like Prequal’s Network Audit, or create a quick list of:
Prospects: Who’s already in your pipeline?
Connectors: Who in your network can help introduce you to others?
Once you’ve made your list, ask yourself: What can I do to nurture these relationships? What steps can I take to move closer to new opportunities?
3. Do I need to expand my network?
If your current network feels exhausted or you don’t know enough people in a position to hire you, it’s time to get laser-focused on your target buyer. Before spending a single marketing dollar or minute, define exactly who you want to reach.
Discover the Tools to Find and Qualify Your Next Client
To take your sales process to the next level, check out these two free resources:
1. 3 Rules and 3 Tools for Finding and Getting New Clients.
In this 30-minute on-demand webinar, you’ll learn:
How to identify your next client with clarity.
Simple strategies to streamline your sales process.
Why sales success always starts with the who.
80% of consultants, coaches, and service providers already have enough leads—they just need a better process to convert them. Watch this webinar to uncover your next opportunity and eliminate sales overwhelm.
2. Mastering Sales Qualification: The 6 Lead Qualifiers
Qualifying your prospects is essential to ensure you’re focusing on the right opportunities. If you don’t properly qualify a lead, you risk selling too soon or offering something they don’t actually need.
Download this free guide to learn:
The 6 lead qualifiers you need to assess your prospects.
How to determine if a lead is ready for the sale.
How to use these qualifiers to streamline your sales conversations.
These tools will give you everything you need to move forward with confidence and intention in your sales process.
Why Starting with Who Works
The beauty of this approach is its simplicity. Instead of jumping into a dozen different tactics—social media ads, cold emails, events, or webinars—you’re starting with clarity.
Here’s what this looks like in practice:
If you know your target buyer but don’t have enough connections, your next step might be attending networking events or building relationships online.
If your pipeline is full of prospects, focus on how to advance those opportunities.
The Bottom Line
The options for growing your business will always feel endless. But instead of chasing every new trend, focus on the relationships and people that matter most.
Ask yourself:
Do I know enough people in a position to hire me?
If not, how can I meet them?
When you start with the who, everything else—the tactics, tools, and strategies—becomes much more intentional.
Need help getting started? Don’t forget to watch our free webinar to learn the 3 rules and 3 tools that will help you find and convert your next client with ease.