Sometimes You've Just Gotta FIRE a Customer!
A GREAT E-MAIL I JUST RECEIVED FROM PERRY...READ ON..
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***Of all the emails I sent out in 2006, this one
generated the most passionate response. Seriously,
I must've gotten 500 replies, all kinds of stories...
tales of abuse and liberation. If you never saw this, enjoy it.
And if you did, enjoy it a second time. Because as you
begin 2007 I must remind you that some customers
deserve your time and attention. And... some do NOT.***
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Jack Welch, who led GE to blazing success,
had a rule: You gotta get rid of the bottom 10%
of your employees every year. Controversial,
but it obviously worked.
I say, the same applies to customers. The worst
of them are NOT worth it. And in today's we celebrate
the firing of one of MY customers. This one's a case
study in "jerk factor."
This guy (we'll call him "A") registered for the $95
application fee to come to the seminar but his
credit card didn't go through. Then when Jeremy contacted
"A" to straighten this out, "A" started demanding to be
given a whole bunch of information (almost all of which
was already on the sales letter BTW!) and then he
just got nasty:
"If the seminar isn't good or is just a sales
pitch or is a bunch of eager yahoos all running
forward to lick boots and ingratiate themselves
like whining curs, frankly I'd rather sit tight
where I am."
"I could deliver a two hours speech on AdWords
and 25% clickthru ratios in the toughest
industries out there at 5?/click."
"Your reticence to give me the information (basic:
schedule and accomodations) and eagerness to
whack my card non-refundable fees has me very,
very wary of your entire organisation at this
point. Most of the goodwill the the Definitive
Guide to Google AdWords created is down the drain."
Jeremy spent an entire week trying to be nice to this
guy. Which is really incredible considering the guy
apparently can't read - the application fee IS refundable,
and the details are on my site. But you have to
understand Jeremy, he's just about the nicest guy you
can find.
If Jeremy's sister calls him up on the phone and asks him
to pick up a gallon of milk on the way home, he'll say
"I love you, Abbey" before he hangs up. That's how
nice Jeremy is. I'm a nice guy too but I'm not THAT
nice. (Not to my sister anyway.)
Well all this was going on without my knowledge. But
when I saw his email ("eager Yahoo's all running forward
to lick boots...") I snapped.
I wrote him back:
"You are not invited to this seminar; all further
discussion about this is terminated and also
I am terminating your Renaissance Club Membership.
I will not tolerate having my employees being treated
the way you have been treating Jeremy, especially
when you refuse to pay. I am sorry for any
misunderstanding but I expect my members to use
good etiquette with our staff at all times."
End of discussion. People like "A" do not belong at
my seminar. They do not belong on my customer list.
They do not belong on YOUR customer list. We don't
need "A" to deliver a 2 hour speech on Adwords.
People like "A" need to be left to rot in their pool of misery
and not smear it all over us. They need to be fired.
They eat up time, resources and emotional energy
better devoted to customers who treat you and
your employees right.
Now here's the real point: YOU have customers like this too
(right?) and truth be told you can see 'em coming a mile
away. The only thing that makes them happy is
when they get their pound of flesh out of somebody.
I'm giving you permission to fire them. Get rid of
'em. Cancel their purchase order, give 'em their
money back, send 'em packing. Then give your
precious time and attention to another customer
who deserves it. The one who deserves it is
almost always less demanding and doesn't have
this nasty entitlement complex. And spends money
with you, with less resistance.
Here's a little secret: The best-paying customers
are also usually the ones that treat you with the most
respect. You get the best of both worlds, or the
worst. You decide. I don't care how much you
think you need the business, you don't want it
from "A". Get rid of him. He's easily replaced.
Make it your celebration today. Do it
before noon and celebrate at lunch time!
Happy Firing.
~~~
Have a blessed new year, one that is not clogged
up by whining, disrespectful, morale-destroying,
time-wasting customers. May your new year be spent
with people who deserve and appreciate the best
service you are capable of providing.
Perry Marshall
P.S.: If you're accepted as a team member in my
12 week "Bobsled Run" and if you complete the
homework assignments, you'll make at least $25K more
next year than you would have without my help, and you
will recoup your tuition by May 2007 (through AdWords
cost savings and increased sales), or your money back.
Details at
http://perrymarshall.com/adwords/personalcoaching.htm
