I met with Ken Derose-Broeckert and he helped me understand the huge benefit to knowing who IS NOT my customer.  He has his area down to certain zip codes and does not deviate no matter the circumstances.  He let me know how this has helped GROW his business, not shrink.  This was great for me to hear as a new business owner so I can begin to understand my customer base, where I should go, and how to let callers know they are outside my area without sounding rude.