If it doesn’t work, don’t continue to tolerate their poor behavior. As I’ve expressed in seminars, “Let’s let the bad customers weaken your competitors.” Think about that. The more time and other resources your competitors have to spend taking care of the crazy people, the less time and other resources they can apply to attacking your good customer relationships, and the less time and other resources they’ll have available to service their own good customers, which might provide some new business opportunities for you. On the other side of that coin, the more of your time and other resources you spend on bad customers, the less likely it is that you’ll make a profit.
The bottom line for today is to be discriminating in your business. Set high standards for who you’ll work with, who you’ll sell to, and even who you’ll buy from. But don’t forget your responsibilities to train, manage, and educate. Please understand that I’m not talking about prejudice here, I’m talking about behavior, performance, and profitability.
Dave Fellman is the president of David Fellman & Associates, Cary, NC; a sales and marketing consulting firm serving numerous segments of the graphic arts industry. Contact Dave by phone at 800-325-9634 or by email at firstname.lastname@example.org. Visit his website at www.MyPRINTResource.com/10004781.