Should You say Yes to Every Customer or Client?

Should you say yes to every customer or client?, This is a frequently asked question by entrepreneurs and in this episode, Jay provides not only the answer but advice on how you can consistently qualify your customers and clients to make sure they are right for you and your business.

Listen in now to hear how to build an avatar of your ideal customer and use it effectively to move your business forward.



  • When you start a business you are at your most vulnerable and if you get the wrong type of customer or wrong company then it can stress to both you and your business.
  • You need to qualify a client and make sure they are the right fit for you.
  • Creating an avatar of your ideal customer can be an effective way to establish who your ideal customer is.
  • It will provide you with a checklist of what you want to work with and will represent your ideal customer.
  • You will find it easier to recognise what is and isn’t a good client for you and your business
  • It’s important to recognise there is a difference between a bad client and a difficult client.
  • A bad client will be someone who doesn’t pay, doesn’t give the information you need and their expectations are not what they should be.
  • A difficult client will be someone who asks lots of questions.
  • It’s important to not say yes to any customer or client unless you are really sure they are the type of people you want to work with.
  • Work on a sales funnel so you are bringing in a continuous flow of new customers and clients then you are in a position to decide who you say yes or no to.



‘It’s so much easier if you have identified your ideal customer by creating an avatar’

‘Not only am I checking if I can help them I’m also working out if I want to work with them’

‘We don’t say yes to everybody’



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Jay Dhillon is a serial entrepreneur, investor and philanthropist based in the UK with a proven track record of growing businesses from start-up to success- and helping others do the same. From humble beginnings, Jay grew his first business from 0-500 employees and three locations, racking up sales of over £30 million – all without any investment other than a small amount of savings. The business went on to acquire major clients such as Landrover, Jaguar, Toyota and New Look, to name a few.

Its huge success inevitably brought about outside interest and at the age 33, Jay eventually sold the company to a London investment firm in Doyen Resources. Today, Jay owns several businesses in different sectors and helps entrepreneurs achieve success.

A calling to give back and help others led to Jay being chosen for the highly-coveted role as a Prince’s Trust mentor, where his achievements were marked by a personal invitation to Buckingham Palace to meet Prince Charles.

After helping several young entrepreneurs to success as a mentor for the Trust, Jay’s burning desire to bring his wisdom and knowledge to a wider audience ultimately triggered the concept of The Business Mentor Podcast.

Jay feels that anyone can achieve success in business with the right advice and mentoring and is now sharing his knowledge with his growing audience via his podcast.

In the UK alone 95% of business fail within the first five years and Jay’s aim is to reduce that number.

Backed with the hard-earned knowledge and experience from his time in business, The Business Mentor Podcast will share Jay’s personal business lessons as well those of other successful entrepreneur guests who share their wisdom and secrets on the show.



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