You're Fired

10 reasons why customers might fire your business

‘You’re Fired’ is the catchphrase of Alan Sugar in the TV show The Apprentice. Most people associate the term with being ‘let go’ by their employer. But a business can also be fired and for some it is a daily occurrence. When a business gets fired, they are fired by the ultimate boss - the customer.

Customers either return for more of what you offer; a good product range and/or great service or they don’t. But people don't stop doing business; they just stop doing business with you.

Here are 10 reasons why customers might fire your business.

1. Impersonal service delivered by uninterested staff

If staff do not show a genuine interest in the customer, the customer will not feel valued.
If frontline staff are less than friendly, the customer may buy out of convenience, but they are unlikely to return.

2. Product unavailability

In the customer’s mind, if they cannot get what they need or speak with someone who can help them, they will go elsewhere.

3. Difficult to do business with

As odd as it sounds, some businesses make it difficult for customers to do business with them. Inability to get staff’s attention, being left on hold when they phone, staff unable to answer their query, getting dumb excuses about why the shop ‘can't do something’ are all issues that make it difficult for customers to do business with you.

4. Broken Promises

Customers are like elephants, they never forget. They don’t forget when a promise is made to phone them or when a product is due to be delivered and it doesn’t happen at the agreed time. If you over-promise and under-deliver you will be fired.

5. Poor credit control practices

Staff responsible for credit control should remember that their role is not just to ensure big customers settle their accounts but also to retain the customer’s business by dealing with them in a professional manner.

6. An inability to handle queries

‘Huh’ and a shrug of the shoulders is today the all too common response when a potential customer asks a question. Poor product knowledge or too few staff will leave the customer frustrated and a frustrated customer is unlikely to return.

7. Poor training

Don't fire the problem employee, fire the person who trained them (or failed to train them.) Inadequate or ineffective training is the root of most customer dissatisfaction. If you know the reasons for customer dissatisfaction you can use these reasons as the basis for a new training program.

8. Pushy sales people

If staff try to push a sale, the customer will feel pressurised and even if they buy this time, they may regret the purchase and associate this less than positive feeling with the shop. The golden rule is help the customer, don’t sell to the customer. Create a ‘buying’ atmosphere by asking questions that will reveal the customer’s needs and which in turn will encourage them to ask questions about the product. Ask, don’t tell, help, don’t sell.

9. Poor professional image

First impressions count and before a potential customer interacts with a member of staff they will have formed an impression about your business. If your premises is untidy or dirty, staff look unkempt or answer the phone in a less than professional manner, a negative opinion about your business is created. Customers’ thinking is simple - if you do not care about your premises and your image - you are not going to care about them.

10. Poor product and service quality

Even if your products and services are competitively priced, customers expect them to fulfill their needs, match their requirements. Poor product and service quality, poor value for money, or being recommended the wrong product will create a one-time customer.

What can you do to ensure your customers are re-signing and not resigning?’

 

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