Sometimes your best sale is the one you don’t take… Because even if they don’t buy, it’s all about customer experience.

Let me explain. 

Delivering value is, at least in principle, a pretty simple concept…

A prospect has a problem and seeks a solution, and it’s our job as entrepreneurs and small business owners to bring them as close as we possibly can to the ultimate result that prospect is looking for…

Right?

This is true for every type of business – it doesn’t matter if you sell hotel rooms or helicopters, insurance or ice cream cones…

When a prospect shows interest, they are looking for a solution… and perhaps more importantly, they are looking to you (as the expert you are) to help them determine just what that solution will be…

But here’s the thing…

What if you don’t have the solution they need?

Being honest about who you can – and can’t – help will not only boost your perceived integrity and expertise, you’ll also improve your reputation by avoiding dissatisfied customers…

The customer experience matters, even if they don’t buy.

So, how does this work?

How does turning away a prospect actually help your business?

Ideal Customers

The people who will be the most satisfied with your products or services, who identify with your branding, who are willing to form a relationship with your company and come back to do business again and again…

These are the people who are truly worth your time and effort!

They will likely spend much more with your company over time, and be your best, most loyal brand advocates and supporters.

According to Marketing Metrics:

• The probability of selling to an existing customer is 60 – 70%
• The probability of selling to a new prospect is 5-20%

Prospects become ideal customers through a process of mutual evaluation…

You check them out for the characteristics of your best, most satisfied customers to see if you can help transform them…

And they check out your offering, your expertise, your guarantees, and the like to find out if you can truly provide the solution they’re looking for.

But what if the prospect is satisfied by their evaluation, but you aren’t?

The Blame Game

If a prospect has a misconception about your offering, it’s up to you to either set them straight… Or make sure they don’t make a purchase…

Wait, what?!?!

Why would you EVER stop a prospect from making a purchase?

Well, if they buy something and are less than satisfied, they won’t blame themselves for making a poor decision or going with the wrong company (for their unique needs)…

Instead, they’ll blame you.

It’s true.

And because people are much, much more likely to share their negative customer experience with others, this dissatisfied prospect will likely tell their friends and family about their bad experience or write online reviews…

…damaging your company’s reputation.

Had you convinced the prospect that your company was not the right choice, sure you’d have one less customer – but it would be one less dissatisfied customer.

Companies Aren’t The Same

Ideal customers – and the solutions you can provide for them – will depend on a huge range of factors… from your actual products and services to your company culture and brand identity.

No two companies are exactly alike, and that’s a good thing!

It means that there’s enough variety for any potential customer to find precisely what they want/need…

But it also means that what works for one business might not work for another…

And that the truly “ideal customer” will look a little different for each unique company.

With this in mind, make it your mission to know exactly who you serve best, and be willing to admit when you just aren’t the right fit for a prospect – you’ll save yourself the trouble of their dissatisfaction, and likely earn their respect as well…

You don’t have to say yes to every prospect that walks through your door…

You don’t have to make every sale to be successful…

Instead, concentrate on making the best sales to the best customers (and providing the best customer experience for everyone who walks through the door) – this is where loyalty comes from…

And don’t worry about being everything to everyone… That’s just pursuing mediocrity.

In your corner,

Charlie

P.S. Oh, and in case you’re thinking you’re losing revenue by referring your “less than ideal” customers to someone else… Think again.

Anytime you make referrals, it’s a great opportunity to create a win/win joint venture relationship, and with the right agreement, you can both share in the profits!