Choosing Your Customers

A good strategy aims to identify and target customers with characteristics that are most beneficial to your organization.

If you take the time to review and analyze your customers, you will find that they are not equally valuable: some will produce strong, continuous, reliable forms of income, while others give you small pieces of complex work, argue over what you have done, and then are slow to pay you.

A good strategy aims to identify and target customers with characteristics that are most beneficial to your organization.

ACTION POINT: Regularly look through your customer list and ask yourself: what is the compelling reason for having this customer?