Clients may leave for many reasons beyond our control: a change in decision-makers, a budget cut, a change in strategy, a better product, etc. However, there is no excuse for them leaving because of one common stupid mistake that is all too easy to make.
Late Responses
To The Phone Call
One buyer called his vendor with an important question. A day passed—no response. Another day passed—no response. The buyer left a second message. Yet a third day passed and still no response. On the fourth day, this annoyed buyer began a search for a different vendor. On the fifth day the vendor called with apologies and an explanation for his delay. However, it was too late; the damage had been done.
This did not have to happen. Obviously, all the vendor had to do was to acknowledge by text or email that he had
received the buyer’s message, was tied up by X, and would return the call by Y time.
That simple response would have satisfied any client. Instead, the client was lost.
To The Letter
Perhaps worse than a lack of response to a quick text or phone call is the silence that follows a letter of complaint.
Years ago (before texting and email), I took a client to lunch at a very good (expensive) restaurant in Manhattan. The food was surprisingly disappointing, not least of all because it looked like the vegetables had come out of a can (!)
I wrote a lengthy letter of complaint and then heard – nothing. After a week of being ignored, I was so furious that I began to tell everyone I met to avoid XYZ restaurant!
Then, on the tenth day, I finally received a letter from them, not only apologizing for my poor dining experience, but also inviting me back with a guest for a complimentary lunch to allow them to “restore their reputation and relationship with me.”
To make a long (and what turned into a funny) short story shorter, I accepted their offer. The meal was delicious. And then I had to tell everyone the happy ending to my initial bad dining experience. Nevertheless, I am sure a fair amount of business bypassed that restaurant as a result.
All of this drama could have been avoided if only they had responded in a timely manner to my original letter.
Do the Math
A satisfied client will tell 2-3 people about you. A dissatisfied client will tell 8-10 people about you. And the numbers get dramatically worse when it comes to negative online reviews, as documented in this INC. magazine study.
Client loyalty is very precious (and profitable), so anything that jeopardizes that relationship is to be carefully avoided. Responding to communications from clients in a timely manner is one of those small investments of effort that have a long-term return on the relationship.
Anne Miler
Words Matter – Make What You Say Pay!
Want to Review or Improve Your Presentations Today for Bigger Wins Tomorrow?
Contact me at amiller@annemiller.com or call 212 876 1875 for a free consult
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