Yes, you get to choose them, not the other way around. You choose them with your pricing, your content, your promotion, your outreach and your product line.
When choosing, consider:
How much does this type of customer need you
How difficult is this sort of person to find…
and how difficult to reach
How valuable is a customer like this one…
and how demanding?
It's not a matter of who can benefit from what you sell. It's about choosing the customers you'd like to have.