How to Chase Away Clients
Through the years, by accident, inattention or just plain stupidity – I have chased away some clients. We all have. Miztakes are a normal part of the human existence. Show me someone who claims to never make mistakes; I will show you a delusional individual. Probably the most offensive mistakes are those resulting in a lack of judgment. The perpetrator knows what they are doing – it’s just that their “bright idea” is offensive to the recipient of their “wisdom”.
I will start out with the antics of a foolish notary that I personally know. And, know enough to avoid that one both personally and in business efforts. This klutz had the understanding that doctors often need notaries (true enough) to process their statements as to the health of a patient. Typically required for adoptions, this process is routine. Thus, the mentally inept one starts properly enough; by defining a market that has a recurring need. That’s good thinking make no mistake about this: fools can think clearly – they just draw the wrong action conclusions.
With the idea of filling the rather restricted cranial cavity, the notary proceeds to develop some advertising. Self praise is piled high, claims to be anywhere in moments, having the lowest fees in town and other nonsense that rambles on and on. What started out as a one page “flyer” morphs into a densely worded manifesto; with an astonishing 5 page length! With the masterpiece ready, self absorption and a lack of respect for others kicks in mightily.
Having the usual unlimited local calling plan, this proceeds to FAX the five pages of rubbish to every doctor, hospital, and clinic within 20 miles! Not bothering to keep records, it is sent multiple times (due to the way they listed their business) to an unfortunate, but now highly vocal few. Of course the ones who received it only once are also outraged. For the next few days the most common phrase in the medical community is “I got the same junk too”. Blacklisted!
The notary did what was thought to be good for the notary. Totally lacking was any consideration for the recipient. The notary quickly became very well known, but in a very negative way. That notary’s notoriety will last forever, possibly extending beyond medical. Mouse brain would have been better off mailing a pencil with an ad. That probably would not be very effective, but it would not create flaming animosity.
Yesterday, I visited, as requested one of my regulars. The location is about 5 minutes away. The owner immediately told me he forgot to reschedule; as the document had not arrived. It was due to arrive today. He told me that today, my second visit, my fee would be double; to pay for my efforts yesterday. I asked for, and received 1.5 of my regular fee; cutting the prior day in half. He asked why I was not accepting 2X my fee. Because it feels right, was my reply.
It’s easy to lose a client and hard to acquire one. That’s a Marketing 101 truism. To chase them away simply put yourself on their side of the transaction. Would you be happy or sad? Picture the humble = symbol. Is the deal = in benefit for both sides? Only a win win arrangement will result in repeat business. Some strive for >= (greater than equal), good for you; not so good for them. Charging $1000 for a 3AM emergency notarization might get the cash; to be followed by a lawsuit for price gouging. Follow your head and your heart, not just your wallet.