Businesses have been taught that it needs every customer it can get. The more the better is their motto. Never turn down $$$’s.

The reality is some customers or people for that matter are just not worth it no matter what. They require too much effort relative to the money.

Now the question becomes, how do you avoid these types of customers? Marketing who you are is a great first step. Describe how you do business. What qualities are most important to your enterprise? Who do you look for as suppliers or partners? By explaining to the marketplace what you stand for, you begin to separate yourself from people who make decisions solely based on financial considerations. You could even go as far as describing people or businesses who are not a good fit for you. For example, someone who is looking for a short term fix; someone who desires a cheap product and does not care about quality; or someone who wants to cut corners, these may be just a few examples of those types you want to avoid. Another company that goes one step further is Progressive Insurance. They post their prices and show their competitors numbers as well. The choice is totally in your hands and there are no surprises.

It can pay in the long run to repel those who aren’t right for your business.