Confessions of a Managing Director

I am responsible for the performance of Toxic Work Spaces as the Managing Director. My main purpose of role is to direct and control the company’s operations and to give strategic guidance and direction to the board to ensure that the company achieves its mission and objectives.

At Toxic Work Spaces, we offer various consulting services, have well-being programs and have unplug products. I have learned a lot in 2021 especially about consumer behavior and this post is about the types of people who will never buy your product.

As a business owner I am getting to a point where I am almost sure which customers to focus on and I know who will buy and who won’t.

Allow me to share my confession and a little wisdom.

I spent the better part of 2021 trying to study the behavior of my biggest critics, the highly opinionated ones when it comes to my brand and its products and I also placated those who expected and constantly asked for all kinds of freebies and they NEVER BOUGHT!

I used to be ready to engage in back-and-forth emails or texts, answering every question. I started writing less worded emails thinking my emails were wordy until the same people would eventually admit they had no money and suddenly disappear.

Along the way, I did learn who my actual buyers were…and those who will never buy.
As a business owner, it is important that you spend your best time on every best customer and avoid the following:

  1. Those who miss deadlines

I used to be a people pleaser as I thought that is how they would buy my products or contract me for business. It got to a point that I would believe their reasons for missing deadlines. So I would even extend deadlines to accommodate them. Did they honor that? Of course now. It wasn’t bad luck or circumstances that made them do thit, it was them.

In business people who miss deadlines will always blame you. Trust me!

2. People who ask too many questions

I noticed that there are people who will ask question after question. And each question becomes increasingly esoteric and obscure. When I finally realized what was going on, my approach changed.

3. People who ask “what do others think about this?”

Same people who ask for negative reviews. They want to see some unbiased reviews before they can purchase. Anyone who asks for negative reviews will never buy.

4. People who want a quick answer

Those people will always ask for a summary claiming they have no time to go through your product description or website.

5. People who say “I’m disappointed”

I heard this last year “You disappointed my sisters”. This was from a client who had been disappointed during one of the unplug retreats.

Listen, you can make a legitimate case that a product isn’t right for you, that the quality isn’t high enough, or that there are better competitors on the market. But why are you “disappointed” in a business?

Lesson learnt: If a non-buyer tells you they’re disappointed, you know they have deeper, underlying emotions they need to resolve.

6. People who are outraged by your price

In business, it’s said that low quality customers will say your prices are outrageous. That’s fine — they were never going to buy anyway. High quality customers who can’t afford it today will use the free material… and come back when they’re ready to pay.

The key takeaway

As a business owner, it’s your job to be selective about who you accept into your programs. Customers who miss deadlines, don’t take your material seriously, or act rude will cost you down the line. You’re better off avoiding them altogether.




I teach people how to unplug, rest and recharge.

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I teach people how to unplug, rest and recharge.

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