You Can’t Chase Every Customer
As entrepreneurs, we chase revenue wherever we can find it, often without fully considering whether we are winning the customer base we really want or whether we are taking time away from the customers we should be chasing. At IncentOne, one day it was health plans, the next it was employers, the next it was distribution channels. In the beginning, you are willing to talk to anyone about your service because you are looking for positive feedback and validation. I am sure that when I took an Amtrak train to Boston, I tried to sell my health reward solution to the Amtrak employee that ran the concession stand.
We have this desire to go after any customer that shows interest—even if the customer is highly unlikely to need or want your solution. “We can go everywhere. We will go anywhere.” This is often the revenue strategy of the entrepreneur. Your perspective is, money is money, and we need more money.
It is natural to chase revenue. It is also natural to believe that everyone wants your product or service. But this isn’t as harmless as it sounds.
