Fast Company: Pick your customers carefully

FastCompany interviews Omid Kordestani, Senior VP, Worldwide Sales at Google:

We also pick our customers carefully. Before we can even begin the sales process, we make sure that there’s a fit between Google and the customer. If we don’t believe that we can solve a customer’s problem, then we walk away from the opportunity — even if the customer is willing to do business with us. It’s painful in the short term, but it’s the right thing to do for long-term growth.

For example, two years ago, we turned down a multimillion-dollar relationship because our immediate product couldn’t really solve this customer’s problem. Our competition won the account. Since that time, we’ve broadened our product’s capabilities, and the competition has failed to deliver on its initial promise. Now the customer is with us.

In other words, don’t waste anyone’s time.

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