🔹 Customers: The Lifeblood of Business – But Not All Customers Are Created Equal 🔹

I’ve spent a lot of time talking about expenses, efficiencies, and risk management, but today, let’s talk about something just as critical—CUSTOMERS.

We all know it costs money to get customers—a lot of money. You need sales teams, commission structures, operational support, and a whole infrastructure just to onboard and retain them. The reality is:

✅ Your business exists to sell—goods, services, or both.
✅ Not all customers are good customers, especially in service industries.
✅ Acquiring the wrong customers can be an expensive mistake.

I’ve worked in two very different environments:
1️⃣ One that strategically defined its ideal customer, understood its niche, and had the courage to say no when a prospect didn’t fit.
2️⃣ One that took any customer—because, hey, “there’s no such thing as a bad customer,” right?

But here’s the thing: It’s not about “bad” customers—it’s about aligned customers.

📌 Customer acquisition isn’t just about volume; it’s about value. If you’re in freight forwarding, for example, competing on price is a race to the bottom. Instead, focus on differentiation—trade lane specialization, industry expertise, and value-added services.

📌 Farmers & Hunters in Sales
🌱 Farmers nurture and grow existing accounts—because it’s always cheaper to retain a customer than to acquire a new one.
🎯 Hunters should target the right customers—the ones that fit your strategic goals, industry verticals, and operational strengths.

And of course, let’s talk RISK (because you know I can’t resist 😉):
⚠️ Extending credit to the wrong customer? That’s a bad debt waiting to happen.
⚠️ International trade compliance? Know your customer or risk seized goods and hefty fines.
⚠️ Overextending operational capacity? Catching the “big kahuna” means nothing if your team can’t support them.

Let’s Face It – It’s Hard to Turn Away Customers

In difficult times, it’s tempting to accept any customer—even those who don’t fit your profile. But playing devil’s advocate, catering to misaligned customers strains your resources and takes your team’s focus off the prize.

📊 How to Start Defining Your Ideal Customer?
If you’re not there yet, let me help you. Start first with your own in-house data—your operating system should be capturing customer data. If not, use your CRM.

Make sure all key stakeholders are involved in the conversation:
✔ Procurement (understanding sourcing and supplier relationships)
✔ Sales (knowing which customers bring long-term value)
✔ Operations (ensuring your team can effectively service customers)
✔ Finance (because, trust me, we see things differently 😉)

Finance isn’t just about numbers—we bring strategic insights that aren’t blinded by the hunger of just getting customers. We see profitability, risk, and long-term viability, not just the next sale.

🔹 Customers “date” their forwarders. But you want a marriage, not a fling.
🔹 The best way to build long-term, profitable relationships? Be selective, be strategic, and always play the long game.

💡 What are your thoughts? Have you experienced the challenges of customer selection firsthand? Drop your insights in the comments! 👇

#SalesStrategy #CustomerAcquisition #RiskManagement #BusinessGrowth #Leadership #FreightForwarding #StrategicSelling