I can’t count the number of hours I have wasted in my sales career on customers who were more hassle than good before I learned the importance of knowing my audience. I am sure you know the type of person I am referring to. We have all had the experience of someone who will nickel and dime us on our most inexpensive product only to get it home then return it 2 days later. This is a key illustration on how important it is to know who your target market is. As business people and salesmen we should know inside and out what kind of customer we are looking for. We should be able to repeat this information in our sleep and recite it within 5 seconds of someone asking. This simple yet important process is lost on so many people.