In this episode, Alay and Bruce discuss: 

  • Bruce’s 40-40-20 rule. 
  • Minimizing challenges early in your sales process. 
  • Attracting your future best clients.  


Key Takeaways: 

  • Your bottom clients are somebody else’s best clients. It’s not about the work, it’s about the fit.  
  • Your offer is not what you do, it is what your client can do because of what you do.
  • The right audience is not who you can help, but who is a great fit for you.
  • When there’s clear alignment, there’s more trust, and clients see more impact value, which leads to faster and bigger sales. 

Tweetable Moments:

  • “Fire bad prospects, they should never become clients.” —  Bruce La Fetra
  • “40% of your success comes from having the right offer. 40% of your success is talking to the right audience. The last 20% is having the right content.” —  Bruce La Fetra
  • “Content needs to reflect the offer and the audience.” —  Bruce La Fetra
  • “If you work with clients that you love, and that love you back, and clients that you do great work for, and clients trust you and you enjoy working with them as well, you trust them as well to be great clients. It’s a great relationship. And if you’re good at what you do, that’s going to result in a fantastic outcome.” —  Alay Yajnik
  • “My advice to you is don’t settle. If you’re not happy with all of your clients, you can make some changes, and you can have an amazing book of business filled with clients that you enjoy.” —  Alay Yajnik


About Bruce La Fetra:

Bruce La Fetra works with attorneys and law firms to fundamentally change how and who generates business. Focusing on their Best Clients creates a virtuous cycle where it gets easier to grow revenue, improve profitability, and shorten the sales cycle as the firm attracts more of its Best Clients.

Clients call Bruce “The Client Whisperer” because his Think Like Your Best Clients concept for positioning hands his clients a hard-to-match advantage. The Think Like Your Best Clients concept evolved from developing marketing strategies for dozens of firms and interviewing hundreds of their Best Clients over the past 20 years.

Bruce earned his BA in Economics from Claremont McKenna College and his MBA from The Tuck School of Business at Dartmouth College. He is also a trained facilitator. Bruce isn’t an attorney, but he is married to one.


Connect with Bruce La Fetra: 





Connect with Alay Yajnik: 


One Page Strategic Plan: