Sometimes, the best sales move is telling a prospect not to hire you.
A few months ago, I had a guy call me up.
“Need a Google Ads manager.”
Cool. I ask for his website.
Holy shit. Worst site I’d seen in years. Looked like it was built during the pre-WiFi era… by someone who hates money.
I told him straight up: running PPC for this site would be like pouring premium fuel into a Deux Chevaux with a hole in the tank.
He’d waste money. He’d probably quit Google Ads after a month. And I’d hate myself for taking the work.
So, I sent him away. I told him to fix the site first.
Then, last week, he called back.
“Nils, I’ve got the new website. Let’s get started with the ads.”
Good.
Here’s the thing: instead of pitching harder, send prospects a path to becoming a better client. Here are examples for how to do this:
- A short website/landing page audit checklist
- A “fix this before ads” document
- A 3-minute Loom video walking them through their biggest issues
Why? You repel bad fits. You attract serious operators.
And the ones who come back? They close faster and stick longer.
My philosophy is: better clients > more clients. Always has been.
– Nils
PS: Are you a serious prospect who wants to be sent away with my Loom video? Hit reply. The first 5 respondents will get a “fix this before ads” PDF next week.