Are You Chasing Customers Away?
June 19, 2008
Have you ever turned customers away because you didn’t have what they needed in stock, or you were too busy to provide the service they needed?
Did you offer them an alternative? Or did you point them in the direction of someone who could provide them with what they needed? If not, chances are you’ll never see them again.
No matter what type of business you have, you should always offer an alternative. And if you don’t have one, save your customer some time by suggesting someone who does.
Some people hate recommending competitors to customers. But most people will remember you for the help you give - not what you manage to sell them and they’ll be far more likely to remember you next time they’re in the market for what you do offer.
Just remember these points:
1) If you have alternatives, always try to offer more than one.
2) If you have a website, make sure you offer alternatives on the pages of out of stock products.
3) Don’t recommend a competitor who sucks if you don’t have a suitable alternative. Many people do this, because they worry about losing a customer to a competitor. But do you really want to be remembered as the person who made a bad recommendation?
4) If you offer a service on your website and you work alone, remember to set up an autoresponder message to let potential customers know this. And do recommend an alternative service provider.
5) Don’t send your customers to random businesses who might have what you stock - especially if they’re a brick and mortar shop. This can be more annoying than receiving no recommendation at all. But your customer will love you if you call up a competitor to check if they have a particular item in stock for them.
6) Even if you never offer the particular product or service that a customer wants - always remember to let them know what you do offer. Chances are, they might remember and come back.
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Cath, this is really good advice. I have found that being committed to serving your customers even when that means recommending an alternative is an approach that never fails. Consider the Nordstrom difference!
Hi Catherine,
This is fabulous advice and something we use in our business. If we can remember to put ourselves in the other person’s shoes, and treat them like we would like to be treated, it will come back ten fold.
And I totally agree - don’t refer someone to a company that sells inferior products or has poor service. That’s a bad reflection on us.
Barbara Swafford’s last blog post..Free ‘n Easy Friday Finds
Great advice. I’ve always done this naturally, and I found in my previous business that I became people’s first port of call because they knew that either I’d be able to help them personally, or if not, that I’d know who would be able to help them.
Mags | Woo-Woo Wisdom’s last blog post..Seeing Things? Part 4 – Retinal Fatigue & Afterimages
I really do appreciate it when someone makes sure I get what I want. In libraries, there really isn’t competition, per-se, so we’re ok with getting books from other county libraries, other counties…some places I’ve been at have gotten books from other countries.
Then again, when I was (ironically) at the Library of Congress, they just gave me something that said “We can’t find your book, sorry.” No suggestion that they’d be putting it on a list to look for in the future, nothing. Since I was only there for the day, I couldn’t have it brought from another library, but there wasn’t even something that said “Our reference librarians can help you locate another copy, perhaps within driving distance, or which you can get your library to reserve.”
This is a GREAT habit to practice. You do indeed become the “go to” person when you practice this.
But I’ve got to ask, is this easier to do this if you’re in the “tangible” business.? From what I’ve seen, those in the intangible services sector seem to find it hard to see the line in the sand… and to know when to pass an opportunity on to someone else.
For example, it’s been a long time since I opened Flash to code. So when I get a potential website client who is dead set that he/she has to have a flash site, instead of “fighting” with them, (or upgrading my Flash MX) I’ve begun sending them to a guy who does GREAT flash work. At first he was suspicious, but after a couple of great referrals, he now responds enthusiastically to the people I refer to him. (People I refer out usually get back with me and thank me for connecting them with my stable of resources. #3 is priceless advice… don’t refer someone you wouldn’t hire yourself!)
Because I’ve “tightly defined” what I do and don’t want to do, it’s easy to send the work that doesn’t fit to others.
Unfortunately, I have YET to have any of my “competitors” respond in kind. So often, service professionals who are “hungry” will jump at every job that comes down the pike, even if it doesn’t “fit” with what they’re best at doing. However, I HIGHLY recommend the practice. Focus on what you do best… soon you’ll be an expert in your field AND you’ll become the “go to” person when others need help.
Kathy’s last blog post..Treating Your Guinea Pig Clients Well
Hi Karen - absolutely. They’ll love you for helping them.
Exactly Barbara - It’s all about remembering what it’s like to be the customer and treating folk the way you’d like to be treat.
Hi Mags - that’s a great position to be in. And it does pay off doesn’t it?
Hi Mrs M - I know the feeling. You stand there waiting to hear what comes next and nothing comes. It’s so frustrating.
Kathy - It really does sound like the ones you’re referring the work to are so desperate to get work that they’re probably trying to do anything that comes their way. As you say, if they specialised and put more effort into marketing, it would pay off.
Great blog and this is exactly what I mean when I encourage people to be customer focused entrepreneurs.
Help the customer by focusing on their needs and not yours. A good experience will be rewarded, either directly or through referrals.
Paul Simister’s last blog post..How To Profit In A Recession
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