It's a good idea to avoid working with customers whose needs fall outside your company's area of expertise, writes Josh Patrick, a founder and principal at Stage 2 Planning Partners. Doing work for these types of customers will take more of your time and will be less profitable. It also will work against your efforts to specialize and attract the clients you want. "Saying no to the person who doesn't fit leaves you room to say yes to somebody who does," he writes.

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