- Cashflow Is King previous post
- Customers are fickle
- Barriers to Industry count
- Always keep chipping away
- Never discount
- Price is only part of the equation
- Build relationships
fickle
/ˈfɪk(ə)l/
Learn to pronounce
adjective
changing frequently, especially as regards one's loyalties or affections.
Not all customers are like this. But, we all, can be.
The changing of your mind, really, doesn't require any logic behind it.
Many of us polite & civilised individuals would like to believe that we came to a conclusion in a logical, & reasoned, manner. But not always.
Whether, justifiable, or not, your ability to make a decision, in isolation of cause & effect, is yours.
Getting a customer
When I started off trying to get customers, much depends on the type of person you are, what your competition does, what your industry is like, what you're offering/selling.
Regardless, there is always opportunity. It is up to you to find the momentum to strike.
Cold Calling
Cold calling is when you approach potential customers, who you do not know.
In the market of office supplies, for example, I could not compete with online presence. I focused my attention on medium sized companies.
I needed customers who would order in a regular & reasonable volume.
Cold calling is lonely. You get refused more times than you get welcomed.
Walking into a complex, dropping off my business card, trying to drop and "elevator pitch", and leaving a positive impression.
That's when opportunity comes in.
Opportunity
Because we are fickle, and, business environments change. All you need to do is drop off your business card to the right person, and you have a chace.
Your competitor may have dropped the ball, a new employee may want to find their own supplier, the business may be new to your area & you might make their life easier.
Example, I was driving home just before the Christmas break, and I received a phone call from a potential customer. He said, "My supplier cannot get me X. I need X right now. If you get me X, you will have my business."
I rang my supplier, he was just about to close for the holidays. He agreed to stay open for me. And just like that, I had a new client.
Never BEEP your HORN at an IDIOT driver
One day, I was driving down the road. Suddenly, a car turned dangerously in front of me. I avoided the collision & was about to BLAST the driver. Luckily, I realised that it was being driven by an important client.
She gave me an awkward wave. I gave her a joking shake of my finger.
If I had BEEPED her, she would have cancelled business with me.
Always, be patient & bite your tongue.
Keep focused on why you are there
Do the job. Do the job.
Regardless, of the conversation. Always, make sure that you undertake what your client is paying you for. As nice as people are, as soon as there is a problem, you can lose all of your goodwill very quickly.
Keeping a customer
Just as you got into the door. One day, someone will be trying to get the business off of you.
This is where your business ethics can make your business shine.
Don't give your customer a reason to get rid of you.
Removing a headache
There were a couple of times that I had to get rid of a customer.
The first, was a "generous" person who gave me a cheque in advance.
He said to deduct from that money as he ordered items.
It was unusual to have money to set aside for a client, I didn't particularly like doing that.
But when the GFC hit, he lost alot of money, he rang me declaring, "I owed him money".
Wow, from such a nice guy to a monster of a person.
I suggested that I supply him with product for the small amount that was remaining & his location was no longer in my servicing area.
I hope you enjoyed the small information from my experiences.
