למביני ענגליש, בדיוק היום קבלתי את זה מר' יואל קליין בעל "אימידיעט מארקעטינג" בניו יארק:
Do you know when to show them the door?
Most of marketing techniques and business management tips focus on attracting new customers and keeping existing customers satisfied. And while these are important objectives, your happiness and a stress- free environment are just as essential to the success of your company. There comes a time when certain clients need to be escorted out the door with a firm, “Thanks, but no thanks.”
It’s not so hard to identify these clients if you pay close attention to your physical reaction to their presence. When they walk through the door, when you see their name flash on the Caller Id, your stomach clenches in knots, you hold back a groan, and think, “Oh, please. Not today.” These clients are stress-inducers, time-wasters, and energy-drainers in every sense of the word. These are the customers that are never happy, no matter how many times you inform them of the process, no matter how often you keep them updated, and no matter how many extra miles you go for them. They will never be satisfied, even when you combine the best products with exceptional service. They will always find some way to aggravate, complain, and cause you to work extra hard for the same dollar. It’s time to come to terms with the reality and let them go.
“But that client is my biggest account,” you think, “and as much as I cringe at every interaction with him, I need him. How can I let him go?” Oh, you can. You may not realize it, but if one client is sapping you of energy, he is taking away time and effort that you could and would be putting into other clients and prospective customers. If you need to “stop the presses” for this client for every “emergency” that he creates, then he is tremendously affecting your method of operation and your ability to service your other customers.
Most people choose to enter a certain industry because they enjoy it. They actually like what they do. But if you are experiencing stress and unhappiness in your business and are thinking about giving the whole thing up, the first, necessary step is to analyze the cause of your anxiety. It may simply be that one or two clients need to be taken off your customer list, regardless of the size of their account. Ulcer-causing money is not money worth earning. Challenges in your business should be mountains that you enjoy climbing. This doesn’t mean that you won’t work hard. Scaling mountains is arduous work. But if while you’re mountaineering, you’re wishing you were elsewhere, it’s time to determine if this client is really worth the effort. For every step forward, you may be taking two steps backwards. Regardless of all the time and energy you put into try and scale the heights, this may just be one summit you will never reach. So get off the mountain, no matter how great the promised view at the top, because you’ll never get there. This client will never be content. And while this customer keeps you on a mountain-climbing treadmill, there are so many other, scalable mountains you could be ascending.
Imagine for a moment: no Client X today, tomorrow, or next year. He’s not calling. He’s not harassing you. He’s not even on your holiday list! If you just gave a huge sigh of relief, it’s time to show Client X the door.
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