Bill Canady explains how small, low-margin customers without proper infrastructure drain your profits. Senior leaders often hide these losses behind big revenue numbers. You have seconds to push back, or you'll spend the next six months pretending to fix the problem.
It's easy. They're small customers buying products you don't really want to sell. They don't have the systems to handle it. They're going to depend on you to handle it, and you're not making any money doing it. Now, here comes the moment. You will build this analysis. You'll put it on a screen, and somebody in that room, usually somebody senior, usually somebody good, usually somebody whose compensation is attached to revenue— think salesperson— will say this sentence. But that's $4 million of revenue. I want you to be ready for that sentence because how your next answer is in the next 30 seconds determines whether the next 6 months are real or are they just decorative? Are you just doing kabuki-style theater here or are you getting something done?
