The Rules of the Passion Economy (parte IV)

Parte I, parte II e parte III.

"RULE #4: FEWER PASSIONATE CUSTOMERS ARE BETTER THAN A LOT OF INDIFFERENT ONES.
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Value pricing requires selling to the right people. Saying good-bye is the hardest part. When switching to the Passion Economy approach, it is counterintuitive, yet essential, to stop working with many of your existing customers. If you haven’t applied the rules of the Passion Economy before, it is highly unlikely that most of your customers truly recognize your full value and are paying you the appropriate amount for it.
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Don’t say good-bye too quickly. You can never have too narrow a niche, but you can rush to your niche too quickly. ... It will take time to find enough members of that group and persuade them that you and only you are right for the job. It can be tempting to wake up one day, realize that your customers aren’t the right fit, and tell them all to go away. But unless you have amassed a sizable war chest of excess cash, it is best to transition slowly and deliberately.
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Some firms create a new name and, for a while, essentially operate as two companies—a legacy firm for existing customers and a new one that works only with the targeted niche.
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The best customers, eventually, are the ones who seek you out. When you have identified the proper niche and served clients in that niche well, you will eventually develop a reputation among your target customer base such that new clients reach out to you before you need to pursue them. The narrower your niche, the more likely you are to receive inbound interest rather than having to pursue an aggressive sales strategy.”