Quick Summary
Growing a service business can feel like standing at a fork in the trail. One path is all about more clients — doubling your inquiries, speeding up your sales process, and keeping the volume high. The other is about better clients — raising your rates, improving your positioning, and saying “no” more often. Both paths can lead to growth, but they look and feel very different along the way. The real question: which trail do you want your business on next year?
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If you know me, you know I love hiking.
In many ways, growing a service-based business feels the same: setting sales goals is like standing at a fork in the trail.
One path is uphill: slower, tougher, but leading to higher peaks. The other is flatter: faster, with more frequent stops. Both are beautiful. But you can’t hike them at the same time.
Sales goals are like that, too. Most firms tell me they want both:
- more clients
- better clients
The thing is, those are different trails. Each comes with its own sales goals, business model, and marketing strategy. Try to walk both, and you’ll feel pulled in opposite directions.
Two Different Trails
“More clients” means stepping outside your network. Referrals aren’t enough, so you need strangers to know you exist. Think SEO, social media, partnerships, and PR.
“Better clients” means raising the bar on what you already do: sharper positioning, stronger referrals, better photos, polished sales skills, and yes—higher prices.
One focuses on expanding, the other about levelling up.
Let’s Do the Math
Say, last year you had:
- 36 inquiries
- 25% conversion rate
- 9 projects
- $35,000 average project value
Now imagine the next 12 months:
To get more clients, you need far more inquiries.
To get better clients, you need higher rates—which means saying “no” more often.
The Feel of the Shift
Here’s what most people don’t talk about: the transition.
Choosing more clients means adjusting your sales process for higher volume—faster responses, quicker proposals, and refined pitches beyond referrals.
Choosing better clients means tolerating “no’s” and wider gaps between projects. Your prices rise, quality improves, but your conversion rate drops. That often brings anxiety before stability sets in.
I often walk through this goal-setting exercise with people in our one-hour consultation ($800).
Choose Your Path
Neither path is easier or better, they just come with different tradeoffs.
So ask yourself: “which trail do you want to be on next year?” And will your marketing, sales, and operations be ready to support that choice?
Ultimately, the trail you choose sets the pace, the view, and the destination you’ll reach.
What do you think? Curious to hear your thoughts.
See you next Thursday,
Daniela
