Gain customers by turning them away

That's the title of my Slaw post for today. It reads as follows:

Author and marketing guru Seth Godin has a post today on his blog that rings true for anyone selling anything – including lawyers.

He talks about products where a buyer’s perception of them may not be the reality – leading to frustration after the product is purchased.

His conclusion:

“There are lots of things you can do to make the sale. They often are precisely the opposite of what you should do to generate word of mouth. I know, you can’t have word of mouth unless you have a sale, but a sale that leads to pain is hardly worth it.

My rule of thumb is this: every person you turn away because your product or service isn’t right for them turns into three great customers down the road. Every bad sale costs you five.”