When you’re able to say those words, it’s a sign of confidence. A sign of security and definition about who you are trying to serve.
The alternative is to say “this is for everyone” knowing that some people might have a terrible experience. Now, sometimes you’re not in a financial situation in the near term to turn away any business. But I think that if we’re really thinking long term, it pays off to know who it’s for and who it’s not for.
Just today, I made a purchase that the seller knew I wouldn’t be happy about. Yes, they got $30. But, now I feel like I made a mistake. If she had kindly warned me, I might not have purchased, and I would have gone along on my way. But she took my business, and now I’m left with a bad taste in my mouth.
Turning someone away isn’t the easy thing to do, but it can be much more powerful than the short term win.