Don’t sell to anybody.
OK, I mean don’t sell to just anybody.
You really should be careful who you invite to give you their money. The problem is every deal seems great until you actually “get married” to your prospect and they become your client. As you know many such “marriages” end up in unhappy breakups.
When you have a book of business and take a look at your customers, you will inevitably see segmentation. It’s nearly always the old Pareto situation. There are 20% of your customers that spend 80% of the money (by the way it’s still Pareto if the ratio is 10%/90% or even 11%/89% etc.)
One thing I’ve also seen in some of my business travels is that the customers that spend the least money are often the ones that make the most noise and cause the most running around/friction in the organization. Some of the companies that spend the