Saying Good Riddance to Bad Customers

By Selling Power Editors

In sales, how can you tell whether a difficult account is worth the trouble? Obviously, reps don’t make such decisions lightly – and when they do, they make them only after trying every possible solution.

In fact, when an account becomes a problem, your first reaction should be to resolve it. Look at what on your end might be creating difficulties for the customer. Slow delivery time? Forgotten follow-up? Some customers become difficult when they feel that products or services have not met their performance or value expectations. When trying to resolve these concerns, put yourself in the mind-set of the customer. Listening and saying, “I’m sorry this happened,” can help you both reach a mutually beneficial solution.

Some customers, however, are the root of the problem. When the customer is inflexible, makes unreasonable demands, and requires you to invest enormous amounts of time with very little payoff, you may need to step back. The issue of when to say good-bye becomes one of cost versus value, and it’s a line you have to draw for yourself. The decision is not unlike owning an old car that suddenly needs a lot of repair. How much money do you pour into it before getting a new one becomes a wiser option?

When a client is abusive, constantly changing the ground rules, or indecisive, it’s important to remain calm and professional. Such phrases as, “I’m really sorry we can’t come together on a solution for this issue,” and “I hope you will consider us for your other needs,” allow you to free yourself from that client but leave the door open for future communication. (For example, if customers claim that budget changes mean they can’t buy at your lowest possible price even after agreeing to do so, you can offer to come back when their budgets increase.) Leaving a door open often encourages the customer to return. Many of the most difficult customers can eventually become your best and most loyal long-term customers. Simply taking the time to listen to their concerns breeds trust in you and your organization.

Customers are the lifeblood of any business, and the way a company deals with its customers is critical to its long-term success. Likewise, the way a company deals with its most difficult customers is critical to its long-term reputation. Learn to communicate well with your most challenging customers (even the ones to whom you say good-bye), and you’ll improve your success rate as a sales professional.