Or maybe I should say the value of referrals and customer pre-qualification. This is why:
The lifeblood of every small company is referrals–it’s the easiest kind of sales lead to close. Referrals come from customers who are happy (with your product and service) and generous enough to help out.
A jerk isn’t going to do that. In fact, jerks, if asked, would probably bad-mouth you, even if you’ve gone the proverbial extra mile. Why?
Because they’re jerks.