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How to Repel the Wrong Customers -- and Attract the Right Ones You don't want everyone to like you, just the right ones.

By Ann Handley

This story appears in the January 2016 issue of Entrepreneur. Subscribe »


Most businesses focus on converting prospects into customers. But it's just as important to determine who is not a good fit for your business -- to repel as well as attract.

This may seem counterintuitive. You might be thinking: Hold up. We have a fantastic product, and we want everyone to like us! We want everyone to buy right now!

But here's the thing: You don't want to attract all the people; you want to attract the right ones. It's a waste of time and resources to nurture relationships with people who are a bad fit for your business. It's also emotionally exhausting. Trust me.

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