Getting more customers is an all-consuming part of everything you do. It’s only natural that you perk up when the topic of winning friends comes around. Get this: You can have more customers than you ever imagined and be in the nice position to tell people, “No” — all without selling your soul. Here are a few ways to do that.

1. Stop needing new customers: It’s a bad stink that buyers pick up on the first time they deal with you. It’s not just you networking like a maniac or tossing business cards at anyone within five feet, it’s your horrible email marketing touting how deals are “closing fast.” Be busy helping people for free. Sure, you need to ask for the deal and get paid, but you also need to stop acting like not landing this next new customer is going to bankrupt you. If that’s really the case, then shame on you. Don’t take it out on unsuspecting new prospects.

2. Qualify new customers: One of the reasons you don’t have time to prospect for new business is that you’re trying to take care of the nonsensical demands of bad clients you shouldn’t be doing business with in the first place. Take the time to learn what you’re really good at, and then start taking on new customers who need that service. Not only will you be happy, your clients will be ecstatic at the outrageous results you’ll be getting for them.

3. Deliver more value than they deserve: There is something magical about having your expectations blown away. Most of us are so focused on profit and loss that we neglect the opportunity to create raving fans. And these raving fans are the evangelists who will get other people excited about what you do. That excitement and loyalty isn’t something that you can buy or market. It can only happen when you over-deliver on the value you promise.

4. Treat referrals like gold: Referrals are the next generation of buyers for your company, so build a relationship with them before pitching the heck out of your company. Instead of just dashing off a single email or making a call and leaving a voicemail, put in the effort to follow up with those referrals five to six times. Remember, these are prime opportunities, not just “leads.”

5. Do something that matters: Have a higher calling than simply making more money. Get obsessed with changing the world around you. That goal, without question, is the most attractive quality any business can ever have. Stop going through the motions of calling your services “better” and challenge your team to really be better. It’s the kindness you show. Money is just a way to help others.

You can grow your business faster than you ever imagined. But it requires you to be a better businessperson.

Are you up for that challenge?

—Dan Waldschmidt is a speaker and business strategist at war with conventional business strategy. The Wall Street Journal calls his blog one of the “Top 7 sales blogs” anywhere in the world. For more information, go to

More from REMODELING on attracting new customers:

Sales Alchemy — Finding new points of contact to turn prospects into clients

Just Say No — When a prospect isn’t a good fit

Do the Right Thing — To help you keep your clients as happy as possible, REMODELING spoke to the industry leaders in customer satisfaction to find out how they impress their clients