Not all Customers are Equal

For some businesses (or sales and marketing people), market share is everything. They don't care about profit so long as they own the market. That's great in the short term but sooner or later you have to turn that substantial customer base into a profitable one. And you have to admit that there are some customers who simply cost your business money to service them.

Sometimes the 'unprofitable' customers are those who tie up your customer service people with frivolous complaints or comments. They waste your colleagues' time. It might be that they refuse to move to a new version of your product because their model 'is just fine thanks!'

Whatever it might be, there are times you must walk away from the customer, whether it is an outright refusal to service them further or to put into place more expensive contracts for service which make it unreasonable to continue purchasing from your organisation.

Read more Vasey on Marketing: Not all Customers are Equal.

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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