by Tony Vidler
Fact: some customers you just don’t want. Most of us would agree that we should contribute to the greater good of society, and engage in pro bono work to help some of those who can’t afford us, but we are are running commercial enterprises.
Not all customers are good customers for us. Even some of those who look like they commercially viable customers we just don’t want.
Those who focus their marketing and positioning on engagement and building trust with customers will attract those who value the ability to help them avoid making wrong choices. They are the ones whom you can have a much longer and more valuable business relationship with.
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