• Not all customers are good customers
• Know who your good customers are and who is causing more trouble than they are worth.
• Never compete on price alone as this strategy can attract problematic bargain hunters that chew into the margin.
• Buying decisions are rarely made on price alone so focus on your point of difference and other strengths.
• Never criticise the competition instead draw attention to the benefits of your offering in comparison to them.
• Decide on your pricing strategy, set it in stone and hold your ground.
• Focus on profit not revenue or turnover when building your business. Selling fewer at a higher price is often more profitable than selling more at a lower price. You need to do the numbers.

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