On this episode of the Rethink Marketing Podcast, Colin Jeffries and Paul Frodge converse about the delicate balance of offboarding customers who are good but not ideal. Rather than grandfathering in customers or simply losing money on servicing legacy accounts, sometimes the best option is to let them find another provider. Each business’s target customers will go through lifecycles and maturation phases, meaning it is natural for businesses to phase out customers that fit the old model but not the current ideal profile. Further, knowing numbers like margin and opportunity costs can be key in determining the fit of each customer with our businesses. Sometimes we just have to recognize that it’s not them, it’s us!

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