,
6 tweets,
1 min read
Read on Twitter
Customers are not all created equal. You will have "bad fit" customers - ones that bought your stuff but really they shouldn't have. They will often be noisily unhappy and you should ignore them. (thread)
Bad fit customers often muddy the waters when you get customer feedback. One reason I distrust most customer surveys is because the feedback from bad fits is all mixed in with the good fits and the results are often confusing. In a conversation I can filter the bad ones out. 2/
Weak positioning will sometimes result in a lot of bad fit customers. Folks think you do something you don't, buy your stuff, and then churn later (or just hang around complaining and trying to get you to do things you shouldn't). 3/
Great fit customers are quietly happy. They buy fast, onboard easily, rarely call support. If you aren't reaching out to them, they can be easy to miss. Yet these are exactly the customers you need feedback from, particularly if you want to position to get more like them 4/
Bad fit customers are a noisy distraction. You want less of these, not more. You want to find a way to signal to them early in the buying process "this is not for you!" You want your sales process to filter them out so your reps are spending time only with the good fits 5/
Strong positioning tells prospects - 'this is what this is and why you should care' - in a way where it's absolutely clear who it's for and who should stay away. It should act like bait that attracts good fit customers and repels the lousy fits. /end
