If You’re Selling to Everybody, You’re Selling to Nobody
One of the biggest mistakes in sales is trying to appeal to everyone. It sounds logical—cast a wide net, talk to more people, and increase your chances of closing a deal. But the reality? Generic pitches lead to generic results.
When your message tries to speak to everyone, it resonates with no one. Buyers don’t want a one-size-fits-all solution—they want something that feels tailored to their unique challenges. The more specific you are, the more valuable you become.
Why Broad Sales Pitches Fail
Most salespeople play it safe. They use vague, high-level messaging, hoping it will apply to as many prospects as possible. But here’s the problem:
Buyers tune out – If they don’t see themselves in your message, they won’t engage.
You blend in with competitors – If your pitch sounds like everyone else’s, why should they choose you?
You attract the wrong customers – If your messaging is too broad, you waste time with people who aren’t a great fit.
The top sales performers? They go narrow and deep instead of wide and shallow.
How to Sharpen Your Message and Attract the Right Buyers
✅ Define Your Ideal Customer – Who benefits the most from what you offer? What specific industries, roles, or pain points do they have?
✅ Speak Their Language – Use terminology and examples that directly relate to their world. Generic phrases don’t create urgency—specific problems do.
✅ Make Your Message Exclusive – When prospects feel like your solution was built for them, they lean in. When it feels generic, they move on.
✅ Disqualify More Often – Not every prospect is a fit. The sooner you focus only on the best opportunities, the faster your close rates improve.
The Bottom Line
Trying to sell to everyone is exhausting and ineffective. The best salespeople know their niche, refine their message, and attract better customers—not just more customers.
If your pipeline is full but your results aren’t where you want them to be, ask yourself: Is my message too broad?
Where do you see sales teams making this mistake? Drop your thoughts in the comments.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
