“Cancel my order!”
Three little words. How you respond can make or break your business.
On one hand, fighting your customers can put them on the fast track to calling their credit card company or leaving scathing comments online. On the other hand, giving up on your customers immediately isn’t good for your bottom line or actually… your brand.
In direct response advertising, you speak to a prospect’s pressing problem. You present your product or service as the solution. If that customer has a great experience, it can change their life. They can become your customer evangelists that tell your story to everyone they know.
When a customer calls or goes online to cancel, that’s usually a clear sign that you have yet to solve their problem. For some, nothing you can say or do will ever change their mind. However, for far more customers than you may think, you may find that a few choice words is all it takes to get that person back on track to becoming a compelling success story.
If you throw in the towel without making an effort, they’ll see you as just another company trying to make as much money as possible before people call it quits. By folding, you’re giving your customers what they ask for, but not what they really want.
Steve Jobs famously said, “It isn’t the customer’s job to know what they want.” As an agency, we moved away from focus groups because we’ve proven that there’s a difference between what customers say they’ll do and what they actually do. A customer will never ask you to talk them out of cancelling. They’ll never tell you what they need to hear to convince them to keep going.
It’s your job to give them a reason to stay. Here are a four secrets to giving your customers what they really want:
If you want to keep more customers (and bring in a whole lot of new ones) we should talk. At Marketing Architects, we’ve developed the infrastructure to allow you to launch ad campaigns in print, radio and TV with the online optimization required to get all of your marketing efforts working together. Before you lose another customer, give us a call.
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