Read the fine print

You’ve checked and double checked to make sure everything is perfect. You’ve crossed all your T’s and dotted all your I’s. You’ve made everything as convenient and accessible as possible.

But sometimes customers don’t do what they say they’re going to do. They don’t keep their promises and they fall between the cracks. They’re angry. And they demand that you fix the situation.

The question then becomes: Do you want to keep this customer? Is this someone you want to work with? Is this for them?

If the answer is yes, then simply say thank you. Don’t try to argue with them. Don’t point to the fine print. Just say, thank you. Even if you delivered what you said you were going to do.

But if the answer is no, then the only choice is to fire this customer. This takes enormous courage. Offer their money back. Tell them that you’re sorry this didn’t work out. If it’s not for them, it’s not for them. People think that this is crazy. But just because the tide is out, doesn’t me there isn’t enough water in the ocean. 20% of your customers will usually take up 80% of your time. If that 20% is gone, what would you do with all that extra time? Could you make bigger promises? Could deliver something bigger, something unexpected, something remarkable to the ones that deserve the most attention?

The thing to remember is that you’re an expert in what you do. On a scale of one to ten in knowledge and skill and expertise, you’re an eight. Or if you’re really good maybe even a nine. But your customers, operate at a two or a three. They’re not buying what you are selling on an intellectual level. It’s an emotional one.

[It’s apparent to me no one ever reads the fine print. So why do we insist on having it?]