It's easy to believe, as a small business, you should not ever turn down business, or turn away a customer. Revenue is money, and business is business.
I wish to disagree with this belief. Not all customers are good customers for your business. There's a point where you are working harder to obtain/retain a bad customer than the customer is returning in value. This is why it is so important to define who your ideal customer is, and work towards obtaining those specific customers--not just any customer.
A business shouldn't be afraid to say this person is not right for my business. They want more than we can provide, they are ultra critical about our work, or the products/services we offer don't exactly address their needs (making it difficult for us to ever exceed their expectations). You're further ahead to cut the "square pegs." Not to mention, you're doing them a favor by allowing them to find a business that does meet their needs.
Think about who you are as an organization, and who you want to serve. Who can really benefit from your products or services. Draw an ideal customer, right down to the clothes they wear and the car they drive--put this picture on your wall and compare each customer that walks through your door to the picture. Are they a match? If yes, proceed with the razzle-dazzle. If no, point them in a direction in which they are more apt to find what they seek.
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