Discrimination and Your Customers - Choose Your Clients Wisely
Discrimination and Your Customers - Choose Your Clients Wisely
We do an in-home 'carpet evaluation' with potential clients before quoting any pricing for carpet and upholstery cleaning. It allows us to tell the client what to expect from the cleaning and what the cost will be before they hire us for the job.
We charge by the square foot, so after measuring the areas she wanted cleaned, I gave her our exact "down-to-the-penny" price. I reviewed the square footages to be cleaned, what was included in the package we offered and finally, the cost to have us clean the carpeting.
After handing her the proposal, it took three seconds for her to declare, "That's too much." She told me the last company she used had cleaned more carpet and did it for half the price I had just quoted.
I knew from her tone and demeanor it was over. This woman had no intention of hiring our company. I thanked her for her time and left. Walking back to my van, I silently thanked the cleaning gods that we didn't have to do business with this woman.
However… five minutes after returning to the office, she called back and informed me she wanted us to clean the carpeting.
The time for subtleties was over.
"I thought you said our price was too high," I said. She replied, "Well, if you do a good job, we'll have you do it. Is tomorrow still available?" I told her it was and that we would be there at 9 a.m.
After hanging up, I sat there staring at the phone, thinking about this unexpected turn of events.
This lady was difficult from 'the get go'. More importantly, she was clearly unhappy even before we set foot in the door to clean her carpet. Why? Because she felt she was being overcharged. No matter what we did, no matter how spectacular the results, I was convinced she would find fault with our cleaning because she was already dissatisfied.
Did I really want to work for her?
I decided to fire her as a client. I called her back and told we wouldn't be cleaning for her.
She was incredulous. "You mean even though I agreed to pay your price, you still won't clean my carpet"? Yep, you got it.
I replied, "It's just not a good fit. There are plenty of dirt cheap companies who would love to clean for you." I actually gave her the names of two of our competitor's to call.
"Even though I agreed to pay your price…" Those few words spoke volumes. In her mind she was convinced I was holding her carpet for ransom. And if she was going to get it returned to her clean, my ransom price had to be paid.
BIG LESSON: You can refuse to work for anyone that you choose. It's important to your business that you embrace this concept.
But isn't this discrimination? You bet. Is it ethical? Absolutely. Most people equate discrimination with prejudice, which has bigotry and intolerance as its foundation.
That is NOT what I'm referring to. The definition of 'discrimination' as it applies to this discussion is "the act, practice, or an instance of discriminating categorically rather than individually".
Refusing to work for someone is not a personal slight toward that person. It's simply a business decision.
REALLY BIG LESSON: Never forget that it's your company. Do you really want to work for just anyone who waves money in front of you? Working for 'troublesome clients' will only steal your joy. It will cause you aggravation you really don't need. Life is too short and the problems of business ownership are already complex. You don't need people like the one I just described as clients.
Now extend this concept even further
Many use direct response marketing to obtain new clients. Discrimination is applicable here as well.
You do not want mail to everyone simply because they have a heartbeat. Find out the average home value in your area. Add 10% to the value and that's who you want to market to. We categorically refuse to clean mobile homes and apartments. We laser focus on homeowners with nicer homes and more disposable income.
To help you sift and sort potential clients, have a substantial minimum service fee. I t should be at least $100, preferably $125 or more - and this would be after any discounts are given.
Remember that line from the last 'Indiana Jones' movie? Before selecting from dozens of cups to drink from, the old knight tells them to "choose wisely". The wrong decision would be disastrous.
As business owners, the same advice holds true. Choose wisely which clients fill your cleaning schedule. The wrong choices won't necessarily be disastrous… but it could sure feel that way.
Discrimination and Your Customers Choose Your Clients Wisely - To learn more about this author, visit David Gruttadaurio's Website.
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She had just moved into our area, buying in a very nice neighborhood. When she called about having her carpet cleaned ASAP, she immediately rubbed me the wrong way. You know the type. Combative with you immediately. Demanding (bordering on rude), even before you begin to 'tell and sell' your company.
We do an in-home 'carpet evaluation' with potential clients before quoting any pricing for carpet and upholstery cleaning. It allows us to tell the client what to expect from the cleaning and what the cost will be before they hire us for the job.
We charge by the square foot, so after measuring the areas she wanted cleaned, I gave her our exact "down-to-the-penny" price. I reviewed the square footages to be cleaned, what was included in the package we offered and finally, the cost to have us clean the carpeting.
After handing her the proposal, it took three seconds for her to declare, "That's too much." She told me the last company she used had cleaned more carpet and did it for half the price I had just quoted.
I knew from her tone and demeanor it was over. This woman had no intention of hiring our company. I thanked her for her time and left. Walking back to my van, I silently thanked the cleaning gods that we didn't have to do business with this woman.
However… five minutes after returning to the office, she called back and informed me she wanted us to clean the carpeting.
The time for subtleties was over.
"I thought you said our price was too high," I said. She replied, "Well, if you do a good job, we'll have you do it. Is tomorrow still available?" I told her it was and that we would be there at 9 a.m.
After hanging up, I sat there staring at the phone, thinking about this unexpected turn of events.
This lady was difficult from 'the get go'. More importantly, she was clearly unhappy even before we set foot in the door to clean her carpet. Why? Because she felt she was being overcharged. No matter what we did, no matter how spectacular the results, I was convinced she would find fault with our cleaning because she was already dissatisfied.
Did I really want to work for her?
I decided to fire her as a client. I called her back and told we wouldn't be cleaning for her.
She was incredulous. "You mean even though I agreed to pay your price, you still won't clean my carpet"? Yep, you got it.
I replied, "It's just not a good fit. There are plenty of dirt cheap companies who would love to clean for you." I actually gave her the names of two of our competitor's to call.
"Even though I agreed to pay your price…" Those few words spoke volumes. In her mind she was convinced I was holding her carpet for ransom. And if she was going to get it returned to her clean, my ransom price had to be paid.
BIG LESSON: You can refuse to work for anyone that you choose. It's important to your business that you embrace this concept.
But isn't this discrimination? You bet. Is it ethical? Absolutely. Most people equate discrimination with prejudice, which has bigotry and intolerance as its foundation.
That is NOT what I'm referring to. The definition of 'discrimination' as it applies to this discussion is "the act, practice, or an instance of discriminating categorically rather than individually".
Refusing to work for someone is not a personal slight toward that person. It's simply a business decision.
REALLY BIG LESSON: Never forget that it's your company. Do you really want to work for just anyone who waves money in front of you? Working for 'troublesome clients' will only steal your joy. It will cause you aggravation you really don't need. Life is too short and the problems of business ownership are already complex. You don't need people like the one I just described as clients.
Now extend this concept even further
Many use direct response marketing to obtain new clients. Discrimination is applicable here as well.
You do not want mail to everyone simply because they have a heartbeat. Find out the average home value in your area. Add 10% to the value and that's who you want to market to. We categorically refuse to clean mobile homes and apartments. We laser focus on homeowners with nicer homes and more disposable income.
To help you sift and sort potential clients, have a substantial minimum service fee. I t should be at least $100, preferably $125 or more - and this would be after any discounts are given.
Remember that line from the last 'Indiana Jones' movie? Before selecting from dozens of cups to drink from, the old knight tells them to "choose wisely". The wrong decision would be disastrous.
As business owners, the same advice holds true. Choose wisely which clients fill your cleaning schedule. The wrong choices won't necessarily be disastrous… but it could sure feel that way.
Discrimination and Your Customers Choose Your Clients Wisely - To learn more about this author, visit David Gruttadaurio's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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