When you work on narrowly defining who you want to work with (your ideal customer), you implicitly define who you will not work with. This makes many people uncomfortable. While it can be difficult to turn business away, keep in mind that not all business is profitable. Not all growth is good.
As a small business owner, you can choose who you work with. You don’t have to work with people who don’t respect your employees. You don’t have to work with people who constantly make unreasonable demands. You don’t have to work with people who don’t value your service, who never listen to your advice.
Just as you defined your ideal customer, take some time to define the types of customers that you don’t want to work with. Have a plan for dealing with them when they come along. Perhaps you can refer them to another business that may be a better fit for them.
Look at your current customer list. How many of your current customers are “non-ideal”? Do you need to fire any of your customers? Non-ideal are often non-profitable and make you and your employees miserable – do you need them?
