When a client decides not to use your service or to cancel business, how far do you go to save it? I hope you don’t do what just happened to me!
I attempted to cancel a free online trial magazine subscription, normally a two-second transaction. I clicked on the Manage Subscription link and then entered what seemed like cancellation hell. Briefly,
- As expected, I was asked to pick from a list a reason why I was cancelling, which, in my case, was that I received too many news publications.
- Then, the trouble began. I was taken to a page where I was offered a new discount, but if I still wanted to cancel, I had to Live Chat or call the publication. I chose Live Chat.
- Someone named “Shane” introduced himself and asked the reason for my Chat (which I had already indicated).
- He asked for my name and address and said he would get right back to me.
- While I waited, he sent another promotional discount message and – kiss of death for Shane – addressed me as “Annie” (Anyone who knows me knows I HATE being called “Annie”).
- Shane returned, said he could help and reminded me (again) of the value of subscribing to his publication.
- I again declined and asked if I would get a confirming cancellation email.
- He replied yes – with yet another promotional cost-cutting pitch.
- I lost it at that point and wrote that he was wasting my time, and that this whole process was extremely unprofessional, totally beneath this otherwise well-respected magazine, and that all I wanted to do was cancel my subscription. Period.
- After a few moments more of waiting, he confirmed I would be getting that email and followed it with another long boilerplate promotion for the publication, along with–you guessed it–another discount.
End of Chat and end of any chance I would ever subscribe to that publication OR recommend anyone else doing so.
No One Likes to Lose Business
There is no shame in trying to save a sale, but Shane and his company made three major mistakes:
- They did not listen to my reason for cancelling, which had nothing to do with pricing
- They annoyed me by making me jump through hoops to effect what should have been an easy transaction
- Even more serious, they devalued their product by offering increasingly higher discounts to retain my business
Bludgeoning a buyer, after repeated negative responses, with price discounts is a losing strategy. It annoys the buyer; it reflects badly on the seller; it devalues the seller’s product/service; and it is unlikely to lead to future business with that person at that company — or at any company that person moves to in the future.
A Better Strategy
- Discover the reason behind the cancellation of business and, based on that information, make an attempt to salvage the relationship with an appropriate justification and offer.
- If that fails, express regret, say that conditions change, and that you look forward to working with them at some better time in the future.
- Get permission to reach out to them periodically.
Then, stay in touch appropriately. Keep buyer informed of relevant news as it happens. Alert them to new services. Send relevant articles, posts, invite them to relevant webinars, etc. Check in periodically for their current needs.
Over time conditions change, people move, and you may get another chance for the business. But every once in a while, recognize that, some times, “No” really means “No.”
Anne Miller
Words Matter – Make What You Say Pay!
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