Today on the More Cheese Less Whiskers podcast, we're talking with Troy Royster, who owns a commercial maintenance cleaning company based in New York.

They work in several States around New York, they've been in business for a long, long time, and Troy is an entrepreneur who's a student of the game! He has a long pedigree of taking action on all kinds of marketing ideas to build his business, and because of that, he's built something amazing. Now he has so much potential and so much opportunity that we had a great conversation about how to deploy these capacities, including this idea that when you can serve a lot of different people in a lot of different areas, one of the greatest things we can do is deploy our ability to select a single target market.

That's going to be the big lesson in this episode.

A lot of the time people set up their business so they can be selected by a wide variety of people. One of the things we have to understand when we're going out to develop our Before Unit, is that we are doing the selecting!

You get to select who would be the ideal client.

If you want to grow your business. If you've got the capacity to take on new people, rather than just open yourself up and take on whoever comes, we've got the opportunity to select who that person is.

When you really understand that, it makes sense to think about who would be the largest check, who would be the most delightful, who would be the most convenient, who would be a lifetime client.

We had a great conversation exploring those options and really narrowing it down to who would be best to approach first.

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