Stop Chasing Clients: Why We Started Playing "Hard to Get" (And Why You Should Too)

If you run a service-based business, you know the feeling of "the chase." You pitch, you follow up, you negotiate, and you hope they pick you. It’s exhausting, and worse, it positions you as the one with less value in the room.

We realized this at Where There’s Smoke. We were making ourselves too available, saying yes to everything, and removing all friction. In doing so, we were accidentally killing the client's desire to chase us.

So, we made a terrifying decision. We decided to stop chasing and start choosing. We decided to play "hard to get"—or at least, "conveniently hard to get."

We implemented a courtship game based on three major changes. Here is what happened.

The 3 Changes We Made to Flip the Script

We stopped trying to be everything to everyone and introduced what psychologists call Psychological Reactance (or the "Red Button Effect"). When people feel their freedom to choose you is limited, they suddenly want you more.

Here is how we applied it:

1. We Raised Our Prices

We stopped competing on price and started competing on value. Higher prices don’t just increase margins; they signal status. They tell the market, "This product is premium."

2. We Limited Our Full-Service Offering

We drew a line in the sand. If a party doesn't meet our minimums, we don't offer full-service catering. We offer drop-off only. We didn't say "no"—we just reserved our best energy for our best clients.

3. The "Gatekeeper" Form

We stopped taking every random phone call. Now, everyone has to go to the website and use our forms to pre-qualify for date availability.

This wasn't about being rude; it was about positioning. Throughout the process, we constantly reminded prospects of our scarcity with phrases like:

* "We get so many requests and there are so many dates on the calendar, so we use these forms to ensure we can serve you best."

* "Even if our full-service team isn’t available, there may be other limited options."

* "Premium dates fill fast, so don’t wait—get the form in so we can at least explore options."

Did We Scare People Away?

Absolutely.

When you create barriers to entry, you will inevitably intimidate some people. You will turn some potential business away.

But here is the truth: That is not a problem. In fact, it was the best thing that happened to our business. Here are three reasons why:

Reason 1: It Filters Out the "Tire Kickers"

A client who isn't willing to spend 90 seconds filling out a form to tell you about their event is a client who won't value the 12 hours you spend smoking their brisket. By creating a small hoop for them to jump through, you instantly filter out the people who are price-shopping or uncommitted. You are left with prospects who are serious, prepared, and respectful of your process.

Reason 2: Scarcity Creates Perceived Value

In the mind of the consumer, Availability = Desperation. If you can take a gig tomorrow at 2 PM, you look like you have nothing going on. By stating that "premium dates fill fast" and implying that you might not be available, you trigger a fear of missing out (FOMO). Clients stop asking "Why are you so expensive?" and start asking "Are you available?"

Reason 3: It Protects Your "Zone of Genius"

As entrepreneurs, our energy is finite. If we fill our calendar with low-margin, high-stress, mismatched clients, we have no room left for the dream projects. By "intimidating" the wrong clients away, we kept our calendar open for the large-scale full-service events that actually fuel our growth. We traded volume for quality.

The Bottom Line

This week, look at your sales process. Are you making it too easy? Are you answering the phone on the first ring every time?

Try introducing a "velvet rope." Raise the standard. Remind them that your time is a limited resource. When you respect your own time enough to protect it, your clients will start respecting it too.

Stop chasing. Start choosing.