Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients

We all work hard to attract even one paying client. In fact, we work hard to attract serious inquiries. Yet amazingly, many business owners seem determined to drive away business! Every example cited here is based on true, thoroughly documented experiences, with both newbie business owners and five-star marquee players.

1. Defensive plays. Client tries to order a product, only to be thoroughly buffaloed by a confusing form. Client writes a complaint, expressing frustration. The business owner writes back, "I have written five best-selling books on customer service, so I know what's reasonable. Nobody else has complained. And we can't do anything anyway."

A twenty-five dollar CD isn't a big deal, right? But you probably make these offers to entice big-ticket clients. And if they're testing the waters, they want to see how you operate.

Better: Skip excuses and accept responsibility, even if your client seems to be a complete techno-idiot. He's paying, right? "I am so sorry you were inconvenienced when you attempted to order from us. Thank you for making us aware of this problem. We will discuss the situation with our web designers in our next meeting. Meanwhile, please download a complimentary Special Report on a related topic."

2. Stealing home with disguised sales pitches. Clients sign up for a teleclass hyped as "Secrets of helping you make thousands of dollars with low effort. A content-rich teleclass that will change your life." After dialing to the other end of the planet, and maybe paying a fee, they hear an hour-long sales pitch for a book, coaching program or four-figure seminar.

Better: Nothing wrong with a brief sales pitch. But if you're adding value during the class, you may not need one! Prospective clients listen to the way you answer questions. They want to see if you're really delivering creative solutions or serving up recycled content that's about as tempting than soggy fries reheated in a microwave.

3. Throwing a curve ball. You're supposed to throw curves to your opponents ? not your teammates. And your clients ultimately join your team. So why would you toss a teammate a curveball?

Throwing a curve ball means offering the client a service he had no reason to expect ? and probably never wanted. Client wants a marketing plan ? so you ask about negative thoughts, fears and self-defeating beliefs. Client wants a sales strategy ? so you ask a lot of "what do you think" questions and talk about accountability.

Clarify outcomes and deliverables the client can expect to obtain. Be especially clear on the difference between consulting, coaching, mentoring and spiritual guidance. Expecting one and getting another can feel like a ball's landed right between your eyes.

4. Holding out your foot to trip the runner. Ouch! You'd never do this, I hope!

"I sent Coach Elrod a draft of my website copy to see if I was on the right track. He told me he would charge my credit card an extra $35 for editing. When I said no, he shrugged and said he'd keep the editing to himself. I never asked for editing! I just wanted a quick overview ? I was still drafting copy. "

Better: This one's a no-brainer! Ask what the client wants. Warn about charges ahead of time. . And once he blundered ahead, refusing to show the client the edited work suggests that he and the client are opponents, not teammates.

This is a true story. Up to then, Elrod's client thought Elrod walked on water. Never mind who generated the misunderstanding. That thirty-five dollars cost Elrod the client's goodwill, future coaching calls and countless referrals. And let's hope Elrod didn't go ahead and put the charge through. We don't want to go there.

5. Getting the players mixed up.

When clients pay for one-on-one consultation, they expect you to remember their names, their positions and their quirks.

"X kept talking about building my confidence. Confidence isn't my problem. If I were any more confident, I'd be more arrogant than Don Rickles." "Y suggested I complete an assignment before our next meeting. When we got together, she'd forgotten the whole thing." "Z kept referring to 'your experience in advertising.' I never worked in advertising! That must have been another client!"

Better: When you can't keep your clients straight, you need fewer clients or a better filing system. And just because most of your clients have confidence problems, this one doesn't mean this client does!

Bottom line: We could come up with dozens of examples of client-killing errors. The bad news is that mistakes are inevitable, simply by the nature of service delivery. The good news is that correcting a mistake can create a new bond with your client, firmer and longer-lasting than the original.

Example: When you miss the mark on a call, you can say: "Thanks for sharing your feelngs so honestly. I want to give you real value. We can schedule a make-up to focus on whatever you need." The make-up might be only half an hour, rather than the original full hour. The client may even say, "Don't bother ? I expect an occasional mismatch."

But you'll earn enormous goodwill for making the effort. Focus on recovery and you'll win loyalty every time.

This article is based on "Delight your clients and keep more of their money" http://www.cathygoodwin.com/custsvc.html

************************************************************ Cathy Goodwin, Ph.D., wrote Making the Big Move (New Harbinger 1999). She works with professionals who are tossing and turning over a career decision and need a coach to help them brainstorm a solution.
Website: http://www.cathygoodwin.com Your Next Move Ezine: http://www.cathygoodwin.com/subscribe.html or mailto:cathy@cathygoodwin.com with "YNM" in subject line. Contact: mailto:cathy@cathygoodwin.com 505-534-4294

---

How You Can Make Money From Competitors Easy

Are you market products and services using PPCs? PPC Advertising... Read More

Meaning and Marketing - The Eye of the Storm

It's 1954. Yes, Mrs. Patricia Smith has been a good... Read More

Sales and Marketing: Can One Exist Without the Other?

Simply put the marketing people and the sales people depend... Read More

Marketing For Profit - 6 Critical Traits

Develop These Six Critical Marketing Traits...And Success Will Surely Follow.If... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new... Read More

Make More Sells With Colors

How Colors Effect Our Emotions?One of the most interesting things... Read More

How to Discover your Primary Market and Where to Find Them

Whether you market online or offline, you already know the... Read More

Whats Your Selling Sentence?

What's your Selling Sentence? If you have a business, you... Read More

Create A Business Card That Sells and is Effective

Why does your business need a business card?Business card is... Read More

Earning the Right To Sell With Stats ? 10 Steps to Greatness

We could learn a thing or two from pro sports.Baseball... Read More

The M-Word

It was a real eye-opener to hear the perceptions people... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

Tradeshow Booth Cures - Living Color

Feng Shui is the Ancient Chinese practice of configuring home... Read More

Good Marketing is Like a Bad Habit

You know those bad habits we get. Like raiding the... Read More

Promotional Freebies

What's a promotional freebie? A promotional freebie is something you... Read More

Your Secret Marketing Weapon

As a professional service provider, you're paid for what you... Read More

Brainstorming Techniques as New Product Development Strategies

When developing new products and strategies, coming up with unique... Read More

Are You Playing Checkers or Chess?

When you think about how to attract more clients for... Read More

Hello, My Name Is . . . What Your Name Tag Says About You

When you attend networking functions, what kind of name tag... Read More

Are You Guilty Of Interruption Marketing?

You muted the commercials on the TV last night because... Read More

How to Manage Your Marketing Mix

Here's the deal: advertisement is not marketing. It's like saying... Read More

What the Heck is a Campaign and Why Do I Need to Do One?

Many people ask me, "What is a postcard campaign, exactly?"... Read More

How To Perfect Your Marketing Message!

When it comes to your marketing message, the little things... Read More

The Top 10 Ways to Market your Business or Professional Practice Without Advertising

Every business and professional practice MUST be in the public... Read More

Two Steps to Improving Your Marketing Success

Since the human brain seems to be able to focus... Read More

Attract More Clients by Raising Your Profile

One of the most common issues I'm asked about is... Read More

Produce More Sales from your Email Promotions - Part 2

Do sales come from your ezine regularly? How many well-written... Read More

Mailing Lists ? Keeping it Simple

The right direct mailing list targets people who want your... Read More

What Our CAT Taught Me About Marketing!

Toby is one of our two family pets (both cats).... Read More

How to Critique Your Own Yellow Page Ad

Forget what you know about your business Your goal is... Read More

Ten Amazing Ways To Increase Attraction at a Trade Show

These ideas are for anyone that has a small budget... Read More

What to Look for in Display Graphics and Trade Show Graphics

Display graphics are graphic images used for illustration or "display"... Read More