Buying Bad Customers
Every sale requires an investment.
Your customer invests their money, but you also make a considerable investment of time, energy, attention, reputation, effort, and value in exchange for their money.
Not all customers are created equal.
The return you make on your investment depends entirely on the quality of customer you buy. Good customers make a good profit. But buy the wrong customer, and you could go broke, or wish you would have never made the sale.
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