How to lose a customer -- without really trying

I received a phone call today from the Manager of a student run painting company that demonstrated with brilliant clarity what not to do when talking to a potential customer. It served as a great reminder of how we should be thinking when we are interacting with your customers.

I had previously called this company and left a message to obtain a quote for some exterior painting. They were one of 2 student run companies that I called for a quote. The other company had already returned my call and provided a quote by the time this company finally returned my call a full week after the request.

The Manager spent a few moments to clarify what needed to be quoted and a convenient time that they could come to look at the job (a reasonable 2 days hence). They then asked whether anyone else would need to be consulted before making a decision to proceed. Well my “spidey-senses” starting tingling.

This sounded like they planned to offer an incentive to close the deal that night. Sales people will recognize this as a 1-step close, because it doesn’t require a follow up call.

I indicated that as a married man, I would of course consult with my wife about this issue. The Manager of this particular franchise asked whether there would be a more convenient time when my wife would be available. I said, “No, this was a great time.”

Not satisfied with this answer the manager indicated that because they had to travel a fair distance to get to the appointment (remember they are the “local” franchise) and they would prefer if both decision makers were available at the appointment because this would save the Manager time since they would have the opportunity to answer any questions that arose.

Remember -- this is to paint the exterior windows, doors and garage doors. Not exactly subject for weighty discussion. Again they pressed me harder to change the date.

I again indicated that this was the best time and offered that if it was inconvenient for them to provide a quote then we could just not bother to have a quote done at all.

Their response (wait for it) -- “I guess that will have to do!”

That will have to do? I am the customer for goodness sake. Sorry to inconvenience you and potentially require you to actually leave without a signed contract. Sorry I wasn’t prepared to accommodate your process. Sorry you might need to make a follow up call. Sorry I might want to have another company provide a quote to ensure that I am getting a quality job for a fair price.

Well I saved them time -- I cancelled the appointment and called the other company and awarded them the job.

The lessons here are many, but the big one was they were in business for themselves -- not their customer. They were not thinking from a customer perspective when they developed their scripting and training. Their entire process and all the resultant issues that arose were because they were not thinking about my needs -- the definition of a customer-focused business.

The really unfortunate part is that this student Manager was probably following a script that had been provided by the master franchisor and didn’t know any better. Hopefully they will learn before it is too late.

If they continue to follow that process, they will find themselves coming second on a lot of jobs -- simply because customers have the option to work with another company that puts the customers’ interests ahead of their own.

And of course, their competition will be more profitable because they will get a higher percent of the jobs they quote against this company because of their differentiated customer service experience. Proving once again that customer-focus is a profit strategy.

Cheers!

Bill's passion is great customer service. He works with clients to help activate a “customer-focused” culture that helps employees embrace the brand promise and deliver an intentional Branded Customer Experience -- internally and externally.

As well, he is a very dynamic, results-oriented speaker on the importance of a customer-focused culture, either as a guest speaker or acting as a facilitator of a group discussion/workshop

For more information please contact (905) 841-3191
Email: bill@billhogg.ca, Web: www.billhogg.ca