Qual a dimensão dos seus clientes? Quem são os clientes-alvo?

Comecei a ouvir, durante o jogging, o livro "The Knack" porque tinha como co-author Bo Burlingham, autor que escreve sobre PMEs americanas que se preocupam em fazer a diferença e não estão numa corrida desenfreada para crescerem..
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E tem sido uma excelente surpresa, capítulo atrás de capítulo, mensagens poderosas em sintonia com a pregação feita neste blogue. Por exemplo, acerca do capítulo VIII, um capítulo particularmente rico:
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"While I completely agree with the old saying that “nothing happens without a sale,” it does not follow that all sales are equal. Some sales are much better than others — a concept that salespeople often have a hard time dealing with. (Moi ici: Esta verdade é tão desconhecida e tão importante... meu Deus!!!) That’s partly because they have a sales mentality. They’ve been conditioned to think that any sale is  a good sale, and the larger the volume, the better. In fact, the size of the sale is a lot less important than the amount of gross profi t you’re going to earn on it. Too many low-margin sales can drive you out of business.
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By the same token, many entrepreneurs think that they should focus on signing up big customers.
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In the long run, he’d be much better off with a lot of small customers than with one or two big ones.
Small customers are the backbone of a solid, stable, profitable business — especially a service business.
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Not that there’s anything wrong with having big customers. Sooner or later, most of us need them to grow. But you should never look down on your small customers or take them for granted. The more you have, the happier you’ll be. Why? I can give you three reasons.
First, you get better gross margins with small customers because they pay more for your services. (Moi ici: E os comerciais conhecem as margens dos artigos que vendem? E as empresas conhecem as margens dos artigos que produzem?) They have no choice. They simply don’t have the negotiating power of large customers. As a result, you can charge small customers the top price.
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Second, small customers bring stability to a business. If you treat small customers right, they’ll stay with you forever. That’s partly because they’re loyal, and partly because— like most of us—they tend to resist change. It’s also true, however, that they’re much less likely than big customers to be lured away by competitors, if only because most companies don’t seek out small customers.
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Third, a broad base of small customers makes your business less vulnerable to the loss of any single customer. That’s why—when you apply for a loan—a bank will ask you to list all of your customers that account for more than 10 percent of your sales, as well as the percentage of sales that each one represents. If you do more than 30 of sales with any single customer, you’re in trouble."
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Continua.