The best way to lose a customer — Kelford Labs Daily

Marketing doesn’t just get you customers, it can lose them for you, too.

But that’s good.

Because the best time to lose a client or a customer is before they’ve bought anything.

And the best way to lose them is by telling them the truth about what you don’t do. So they can find someone who does, if that’s what they want.

The thing is, our marketing is more than an attractive force, it also helps us avoid getting into projects, commitments, and contracts with clients who are not a good fit for our business.

Because instead of saying we can do anything and everything, great marketing says what we do best, and for whom we do it specifically.

Bad marketing signals we’ll do anything for anybody, and we’ll end up with clients that don’t value us, our skills, our experience, or our costs.

And as I’ve advised many entrepreneurs before, “Bad-fit clients don’t suddenly get better once they’ve given you money.”

But with the right marketing, we avoid getting ourselves into awkward or unprofitable relationships with clients who don’t actually value what we do.

Instead, we can attract the right clients, the ones who want what we offer, because they’re the exact client for whom we’re best.

For whom we’re ideal.

So the best way to lose a customer is by telling the truth early.

And the worst way is by having them leave you later, because you didn’t.

Reply to this email to tell me what you think, or ask any questions!

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