How many times a week do you say NO
to your customers?
If you don’t know the answer to this critical question, you
probably have a problem that demands an immediate solution.
The reason I ask is: I have just got home from a birthday celebration,
mine. (please post all presents to my home address) and during a
dinner for my family and a few close friends, I decided I would prefer a
salad with the main course, not the steamed vegetables as on the menu.
When I requested my preference to the waiter, I was told NO
the restaurant had a policy of only serving meals as per the menu. I
explained, very concisely, and with a hint of assertiveness, that as a
customer, I too have a policy, and it is, that I only give my custom to
businesses that provide me with what I want. The silence that followed was just
long enough to make everyone at the table reassess their opinion of the
dinning experience. The waiter had no response to my obviously annoying
breach of restaurant protocol, so scurried off to speak to the owner.
ENTER THE OWNER…
The owner now came to the table, obviously a little miffed that a mere
customer would have the temerity to willfully challenge their restaurant
policy. Sir, is their a problem? he asked. No I responded, purposely
allowing him to take the conversation to what ever next level he wished.
My waiter says you want a salad with your main course sir. Yes? I
responded. well sir, I’m afraid we can’t do that, it’s not our
policy to change our servings from those described on our menu. So
what’s the problem? I asked. That's not a problem, if you will not
provide what I want, I will go next door where I’m sure they will.
EXIT THE CUSTOMERS…
But sir, you are being unreasonable he said, what would happen if
everyone here asked for a change to the menu?
I guess you would have a very good chance of securing the “life time
value” of a whole lot of satisfied customers and their friends, I
retorted, and with that, 12 customers got up and left his restaurant,
never, ever, to return.
How many times a week, do you say NO
to a request from your customers? It may surprise you…
No we don’t take those credit cards, No we don’t have that wine, No
we don’t allow customer to …. whatever.
Keep a diary for a month, every time you or your team have to say NO
to a customer, jot down the details, at the end of the month sit down with
your team and work out how you are going to eliminate every possible NO.
It’s just not smart business to spend hundreds, even thousands of
dollars trying to attract new customers to your business, only to lose the
life time custom of them and their friends because you say NO.
