(An article from "Startup Journal," a publication of the Wall Street Journal)
Why You Don't Need Every New Customer
By DEBRA WILLIAMS
When you first go into business, you need to devote as much time, money and effort into attracting new customers as possible. After all, since you need every dollar you can get to make your business succeed, you'd be crazy to turn anyone away, right?
Wrong. That philosophy, seasoned business owners say, is a quick way for fledging start-ups to spiral downward.
T.C. Smith, co-owner of a FastSigns franchise in Springfield, Va., learned this lesson early in the life of his four-year-old business. "I still remember thinking that we had to take every customer," he says. He soon realized that some new clients were so time-consuming that they were unprofitable.
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