Current Customer vs Potential Customer

In business maintaining balance is a key to success.  In order for a business to survive, it must realize that attrition will happen.  Clients or customers will move, some will pass away and others may stop service due a loss of a job or other economic reasons.  In order to stay in business, companies must constantly seek out more customers.  While seeking to find new customers a company should not neglect the customers that they have.

Some companies have the wrong mentality about their current customers. The thought process is since they are a current customer we can put off doing some extra service for them if we do not have the time and go service a new or potential customer instead.  I have had several people call our company and tell us they have a company that services them, but they can’t come out for a week or two weeks because they are so busy.  The customer who has been paying your bills should be your priority before one who has never written you a check.

If at all possible, we try to respond the same day a customer calls or at the latest 48 hours.  We will work early in the morning or late into the night to take care of the needs of a customer.  I have dealt with companies who have not made our needs a priority.  When we have dealt with companies like this we give them a second chance and then after that we cancel their service.  There seems to be a famine of companies who provide old fashion service and care for customers.

If you own a company and you’re limited on time, if you have a choice between servicing an existing customer or a potential customer, choose the existing customer first. The existing customer will brag to their friends that when they call you, you always have prompt service.  If you put them off then they will tell their friends, that you provide good service but are slow to respond when a problem arises.  The potential customer will understand that you are busy and desire to do business with someone who is busy instead of someone who is twiddling their thumbs.

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