The best clients already know they need help. Your job is to guide the plan, not push the sale.

Here’s the Hard Truth

Trying to convince someone they need a new website is a losing game.

If a business owner doesn’t see the value already, you’re wasting energy. You’ll spend hours pitching and explaining, only to hear, “Let me think about it” or worse, “We’ll just use Wix.”

Sound familiar?

That’s because you’re trying to convince instead of qualify.

Work With People Who Are Already Looking for Change

The best clients don’t need to be sold.

They’re frustrated. They’re ready. They just don’t know what the plan is yet.

That’s where you come in.

Stop trying to pitch deliverables. Start listening for pain points. When someone says, “We’re losing money because we’re not online,” or “We know our process is outdated,” they’re handing you the keys.

They don’t want a website.
They want a solution.

And they’re open to someone who can lead.

Lead With Strategy, Not Design

When you show up as a guide, not a vendor, you change the dynamic.

You start the conversation like this:

• What’s not working in your business right now?
  
• What’s the cost of staying where you are?
  
• Are you open to doing things differently?
  

From there, you co-create the plan. That’s what fractional CMOs do. They don’t just build the thing, they map the path. They drive clarity. They ask better questions.

And they get paid for the thinking, not just the building.

Choose Your Clients as Carefully as They Choose You

If someone isn’t open to change, let them go.

Your energy is too valuable to waste on resistance. You’re not in the business of convincing. You’re in the business of creating results, and that starts with working with people who are ready.

This is how you protect your time, increase your impact, and build a business that grows by design.
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