Why Your Clients Are Buying from Someone Else (and What You Can Do About It)
Have you ever wondered why a client would come to you for your services one time and then next time go to someone else? It’s a frustrating situation. You spend lots of time, energy and money to bring in new clients, only to have them defect to your competition shortly thereafter. There are a few common reasons why you might face this challenge. There are also several ways to rectify it. As you read this list, keep an open mind and be honest with yourself. Have you ever given clients a reason to think…
Another Company is Easier to Work With. If someone is ready to give you his business, it seems the least you could do for him is make it easy to work with you. I can’t tell you how many times I’ve been in a store, with my wallet in hand, and no one around to ring up my purchase. Or have you ever called a business to ask a question or place an order by phone and been put in the cue with a recorded message, “you are caller number 17, your approximate wait time is greater than 10 minutes, please stay on the line.” This actually happened to me this week and once I got a live person, she said she needed to transfer me to someone else. Guess what? I got put back into another cue as caller number 14. When that person answered and announced she was going to put me in touch with a third person, I told her that if I had to hold again, I was taking my business to another company. Her response? “Oh, I’m so sorry, please hold.” Grrr!
Look at the processes your business uses to collect information and deliver your product or service. Is it easy for the client or just easier for you?
Your Competition is Cheaper. Many times clients are looking for the cheapest price, but more often they’re looking for the best value. An important part of your job is to show clients how valuable what you offer is and why it’s worth the price you charge for it. When someone recognizes the value of what you provide, she will not leave you because of price. Remember last week when I talked about my insurance company, USAA? I know I could pay less somewhere else, but the service USAA provides is worth more to me.
Evaluate all the ways you let your clients know the value of working with you. Just for your own clarification, make a list of your distinctive characteristics that contribute added worth and justify your price.
Someone Else is Paying More Attention. Almost everyone likes it when someone pays attention to him. Occasionally though, we get complacent with our clients (and maybe our significant others?) and after a while we aren’t as attentive as we were in the beginning of the relationship. This creates an ideal opportunity for a competitor to come in and steal your client’s “affection.”
Checking in and communicating regularly with your clients helps them feel more connected to you. It shows them that you still appreciate them, even after the first, tenth, hundredth transaction. Plus, you get an opportunity to learn if their needs are evolving and how you can continue serving them. Which leads me to the next point…
A Rival Business is Solving Problems Better. Doctors aren’t the only ones who need excellent diagnostic skills. Once again, it’s not necessarily a case of what you offer, but how you position what you offer. If you’re able to hear what the client’s problem is and provide a solution more accurately than “the other guy,” your client will continue buying from your business.
I’ve had plenty of experience with auto care places that have misdiagnosed my car’s ailments. I kept trying different companies. It was very exciting when I found my current mechanic because he is so far superior to all his competitors when it comes to knowing what is wrong with cars. He knows what questions to ask and how to find and fix the problems. I’ll never go anywhere else because he’s also proactive in forecasting potential problems that keep me from being stranded on the side of the road on my way to an important meeting.
Ask more questions, even when you think you know the answers. Get clarification on everything to make sure you’re all on the same page. You know the saying about what happens when you assume, right?
Out of Sight, Out of Mind. This one is a case of giving clients a reason NOT to think. You might believe that if a client does business with you once or twice, and loved your service, she would automatically come back again. In reality, people are busy and, while this may be hard to accept, your business and service are not necessarily at the top of their minds.
Consistent communication is the only way to make sure you have a place in a client’s consciousness. Use ezines, mailings, letters, cards, newsletters, newspaper articles, radio spots, TV interviews, etc. as ways to help ensure you’re remembered.
Now that you’re aware of these challenges and know the steps to take care of them, you’ll keep more clients coming back to you. Another good thing about these hazards is that they’re also reasons for other people’s clients to leave them and come to you!
Lori Saitz, The Guru of Client Loyalty, is the founder and president of Zen Rabbit and creator of the 24-Carrot Client Loyalty SystemTM. With her countless years of training and practice in consumerism and marketing, she can easily help you determine what your clients want and how you can quickly make lots more money this year by giving it to them. To sign up for the FREE ezine, “Keeping Clients,” with articles on multiplying your sales, building a stronger business and breaking free of industry competition, visit http://www.24-Carrot.com.
