Learn what being a member does for you
The Seller Styles
Learn the styles and take your free assessment
See a summary of all our programs and certifications
Certified Professional Sales Person(CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader(CPSL®)
Grow your impact as a certified sales leader
Certified Master Sales Professional (CMSP®)
Join the elite group of sales professionals and leaders
Advanced Sales Influence (ASI)
Take your influence and leadership to the next level.
Sales Success Principles
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
Write For Us
Share your sales expertise and insights with our community
About Our CEO
Standards of Conduct
Common Questions and Answers
Around two decades ago, it became popular to train employees that the customer is always right. This mantra helped to swing the pendulum from supplier dominance to customer dominance. Unfortunately, the pendulum has swung too far. While the sentiment is still true, we must now define the words, “the” and “right”.
The customer can no longer mean anyone who does business with us. Increasingly, some of the most demanding customers are the least profitable. If employees bend over backwards for these customers, it will not be long before they completely erode your bottom line. Not every customer is right for every business.
Every business has its own unique DNA. This chemistry makes it a natural fit for some customers, but not for others. Sales people must be trained to recognize “right-fit” customers, versus “poor-fit” customers. It doesn’t mean that they must never do business with poor-fit customers. It does mean, however, they must limit their company’s investments in these types of customers.
Conversely, when a relationship with a “right-fit” customer is secured, you must be willing to make the appropriate investments, innovations and adaptations to remain on-goingly relevant to this customer. Here are some criteria that you can apply to discern if “the” customer is “right” for your business:
If you train your people to discern between right-fit and poor-fit customers, and to limit the investment in poor-fit customers, you’ll find a renewed energy in your business. Your right-fit customers will infuse enthusiasm in your business. Your employees will “click” with them. Surprisingly, they will also cost less for you to service. The right customer is always right!
About the author