Your Quality Customer Commitment

Who you do business with matters the most. Cultivate your base and superglue loyalty.

Jim Stein
Published Date: May 17, 2023

How committed are you to fueling your company with Quality Customers? A commitment is really a promise for the future. By committing to something, you focus your future actions to accomplish it. Your commitment will drive future decisions. The stronger your commitment, the easier your decisions.


Who you do business with matters the most. Fuel your company with too many bad and second-rate customers and you’ll feel the frustration of price shoppers who use you for a special and don’t return; or those who don’t really have the money to afford you; or customers who don’t appreciate anything and write bad, exaggerated reviews. You don’t have to put up with that.


Instead, strengthen your Quality Customer Commitment. Quality Customers are the best fuel to build your company for the long term because they’re willing to pay for quality, they want fair dealings, and they’ll return and refer others. This means you get an ongoing flow of good-margin work and are able to attract and compensate quality staff, build a solid cash cushion, and dramatically increase the value of your company.


Define Quality Customers: Attributes and Behaviors
Take the time to write out your definition of Quality Customers. Go through your past customer files and put them in two groups: those who are Quality Customers and those who aren’t. Then identify common attributes and behaviors of each group.


Cultivate Your Customer Base and Superglue Loyalty
To cultivate, you need to add Quality Customers and subtract bad and second-rate customers. You’ll have to quit some customers and turn down thin-margin work and problem customers, so you’ll need a strong Quality Customer Commitment. You’ll make the right customer choices when you’re committed to fueling your company with Quality Customers.

Think how successful you’ll be in the future when you change your company’s customer fuel mix over the next few years from, say, 40%/60% to 75%/25% (Quality Customers/Second-Rate Customers). Your company will double or triple in value, and your work will be a lot more fulfilling for you and your team.

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