Case Study: When To Drop An Unprofitable Customer

As Tommy Bamford and Jane Oldenburg drove into the visitor section of Westmid Builders’ car park, Jane pointed out the man they had come to see: Steve Houghton, Westmid’s purchasing executive. He was in front of the headquarters building, waving a greeting. Jane waved back to her friend, whom she had known for decades, but Tommy scowled. He wasn’t looking forward to this visit. “Oh, come on,” Jane said, nudging him. “Look how friendly he is.”

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