On this episode of the Rethink Marketing Podcast, Eric Reed and Colin Jeffries discuss why making it more difficult for customers to conduct business with you may be a competitive differentiator for your brand. Going mass-market with high volume is the best strategy for some businesses, but often a strategic position of niche elitism results in higher margins. Which one makes sense for your organization? Customer experience gurus keep telling sales and marketing leaders to make it easier on customers, but this is a classic case of conventional wisdom being flat wrong–for some business decision makers!

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