don't sell to the wrong buyers

Yes, there is indeed such as thing as a bad buyer. Sales people can't understand it but customer support people sure can. My friend Bob has a great post on this.

He writes,

How many of you have been burned by a customer who shouldn't have bought your product but did? When a company spends perfectly good money on a vendor solution it doesn't need or can't possible use successfully, the vendor loses more than the buyer - because buyers have this strange habit of talking to each other.

Go read Bob's post. I can't think of anything to add (although I really ought to say something about the Speedo).

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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