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May 27, 2012 at 12:00 AM
Is it possible to achieve better sales results and increase your sales by saying no to sales opportunities? You bet it is! Here’s why: Not every sale is created equal. Some leads and opportunities are low in value, both in revenue and in margin or profit, whereas other deals have great potential in both areas. Plus, not every customer is created equal.
Research has shown that approximately 25 percent of people (and businesses) will pay a premium for a high-quality product or service. These are usually your ideal customers, by the way.
At the other end of the spectrum is the price-focused person, who makes most, if not all, of his or her buying decisions based on the price of a product. These individuals account for about 25 percent of buyers or consumers—and they are usually the most difficult to deal with.
This bottom group of people tends to be high maintenance. (You know who they are.) These are the people who will grind you for a nickel or dollar on every single purchase and then complain over the tiniest problem. They call you more often than your other customers, and they are very seldom loyal because they are always looking for a better price.
On the other hand, your top customers are usually the easiest to deal with. They are much more loyal. They rarely have problems, and more often than not, any problems they do encounter are easily resolved.
