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

State takes on drug companies' marketing
Rutland Herald, VT - 2 hours ago
By Louis Porter Vermont Press Bureau MONTPELIER – Vermont has taken seriously the issue of whether the aggressive marketing of prescription drugs results in ...

New Transactional Email Marketing White Paper
PR Web (press release), WA - 2 hours ago
Zrinity begins dozens of blog posts based upon newly released, "Transactional Email Marketing White Paper." (PRWEB) July 6, 2008 -- Zrinity, a Central New ...

Pledge of Allegiance: An enduring marketing gimmick
Monroenews.com, MI - 1 hour ago
To boost revenue, I might suggest a marketing campaign to persuade people to buy gift subscriptions to The Evening News for our soldiers overseas. ...
Is it time to retire the Pledge of Allegiance? Chicago Tribune
all 10 news articles

Los Angeles Times
Builder incentives: Just marketing, or the real deal?
Los Angeles Times, CA - 2 hours ago
SUCCESS: Glen Biener took advantage of incentives and obtained a good mortgage on a home he bought in Tustin, but he says it wasn’t easy, although his ...

DINA GRIGGS OF FONVILLE MORISEY RECOGNIZED FOR INTERNET MARKETING ...
dBusinessNews Boston (press release), MA - 11 hours ago
Nationally renowned real estate marketing and technology speaker and REALTOR.com ® Vice President, Max Pigman, has presented to Dina Griggs of Fonville ...

Intercontinental Hotels Group (Ihg) Appoints New Area Director Of ...
Middle East Events (press release), United Arab Emirates - 1 hour ago
Dubai, UAE - July 6, 2008: InterContinental Hotels Group (IHG) has announced the appointment of Daniel Ebo, as the new Area Director of Sales and Marketing ...

Virtual Worlds: An Untapped Healthcare Marketing Resource
LinuxInsider.com, CA - 22 hours ago
By Craig DeLarge The healthcare and pharmaceutical industry hasn't yet discovered the full potential of virtual worlds as a marketing tool. ...

Media & Marketing Edition
Wall Street Journal - Jul 4, 2008
By TERRY TEACHOUT Some like it short, and if you're one of them, Melville House, an independent publisher based in Brooklyn, has a line of books for you. ...

Outsource Marketing announces growth and promotions
Eastside Business Journal, Washington - 12 hours ago
In spite of a difficult economic climate, Bellevue-based Outsource Marketing continues to grow and expand. The company has made a number of personnel ...

Calgary Herald
Laying traps for ambush marketers
Calgary Herald,  Canada - 2 hours ago
Multinationals have paid a king's ransom for their right to sponsor the Olympics and they are scanning the horizon for ambushes as they drive the marketing ...
Sports marketing comes of age China Daily
Olympic sponsors put on a happy face, but risks remain Chicago Tribune
McDonald's Creates Asian-Inspired Versions of Food as Part of ... Wall Street Journal
SportsBusiness Daily (subscription) - New York Timesall 170 news articles

Wind Chimes and more...

Windchimes for great gifts!

Beyond Repair: The Fixed-price Model