The Value of This Chapter
What Most Managers Do
Our experience repeatedly has demonstrated that most managers don’t give any real thought to serving the right customer. Although they want more customers, these managers focus on the quantity of customers or sales, rather than the quality or nature of those customers.
As a result, they pursue everyone as a customer, employ sales strategies that simply won’t work with many of those prospects, create operational activities that don’t work for many of their new customers, and create a culture that is not focused on the correct goals. As a consequence, these managers put their careers at risk.
What Winning Managers Do
Winning managers know that not everyone is a good customer. Quite simply, they know ...
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