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Fire Your Customers
|It’s time to
thin the ranks and fire some customers. That’s right, can ‘em,
send them packing and tell them their business isn’t welcome
here anymore. Sound crazy? It’s crazy if you don’t!
Why would anyone fire a customer? Simple. It’s costing you too much time and
money to keep them around. This is obviously not an exercise
where you send termination notices to valued clients. This is an
exercise to get rid of the dead wood.
As you scan your list, there will be a certain type of customer that
deserves the ax. Here is the profile: They always quibble over
price and once they’ve stripped your profit margin, will pay
slow, real slow. This customer is never happy with your service
no matter what you do. They can’t be pleased. This soon-to-be-ex
client never refers any new business to you and try as you might
you cannot establish a working relationship. They have no
loyalty to you and will jump as soon as they get a better deal
from someone else. They call and complain often threatening to
take their business elsewhere. Let them go.
In today’s marketplace where superior customer service sets apart the
winners from the losers, discussion about shedding customers
isn’t always popular. Running your business isn’t a popularity
contest, it’s about doing what’s best for the future. Fire some
of your customers. Your business will be better and so will you.
About the author:
Brian Grinonneau is the general manager of McMann and Tate
Advertising in Perrysburg, Ohio, and agency that works
exclusively with small business owners helping them stand out in
a crowded marketplace.