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Indifference
February 25, 2008

I was recently reading a book entitled “Just Say Yes”, by my friend, Phil Nulman. In the book Phil quotes a recent survey that stated that the primary reason customers will leave a business relationship is indifference. It wasn’t poor service or even abuse that ranked highly in the survey. As a matter of fact, the survey stated that 68% of the people surveyed said they would leave a business relationship because of indifference.

Further, as I have stated before, as much as 80% of your business is done with 20% of your customer base. To that end, the name of game in sales seems to be increasing your customer base. Increasing the customer base will increase the pure number of customers thus causing you to increase sales with the top 20% of your customer base. Realizing that as much as 25% of your customer base goes away on an annual basis, then you see how important it is to increase your customer base. Where do the customers who leave go? Some customers move away, others go to the competition, some have a change in economic environment, and some reach the age where they are no longer buying your product or service. I would imagine that the majority of the customers who leave just don’t feel as if they have any connection with the business from a personal trade, repeat business or referral business standpoint. The reason, again, is indifference.

There is no question that a company can make sales through average, ho-hum, boring sales presentations. A purchase made without an experience is simply a purchase made. Totally indifferent to any relationship with the person or the company where the purchase was made. What is the experience your customers are having with you? The key to growing a sale and a business is through eliminating indifference and making every sale a positive relationship building experience.
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Posted by Brad Huisken on February 25, 2008 | Comments (0)