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From the October 2000 book “Full Price: Competing on Value in the New Economy” by Thomas J Winneger he divides potential customers into three categories:

1) 17% “Custom Clients”, they are “wonderful people”.

2) 56% “Vacillating customers”, they don’t know what they want, they vacilate between high end and low end, on Saturday they are looking for clothes at K-Mart, on Sunday they are looking at Brooks Brothers.

3) 27% “Standard customers”, they are coupon clippers, “They eat up your limited resources and generate little, if any revenue or profit. They generally cause more problems than they are worth.”

22 years later I think that distribution still roughly applies.

Full Price: Competing on Value in the New Economy


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J. Jerrald Hayes
Primus Inter Pares at Paradigm Projects, Ltd.
I am an architectural woodworker and general contractor turned IT, Business and Project Management consultant, software developer wannabe senior division triathlete and ski racer, Yankee fan and founder of, 360 Difference, and now too.
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