Saying “No” to customers can help a small business grow
Domino’s Pizza recently announced the launch of its advertising campaign that will tell customers “No!” if they ask to add or remove toppings from its signature artisan pizzas. The purpose of the the new ad campaign is to position Domino’s as a leading authority for pizza. The company has spent years ”perfecting the balance on our artisan crust toppings,” states the voice-over in the advertisement. This is a bold campaign but is it smart? Should Domino’s or any business really tell customers no? Absolutely! Small business owners should be prepared to turn down customers if their requests are not strategically aligned with their overall business goals and objectives.
Why small business owners must say “No” (and be okay with it)
You can’t be all things for everyone
Know what your small business does well and stand by it. Similar to Domino’s campaign, you have probably taken months or even years to perfect your craft and/or your offerings. If a customer is making a request that is not aligned with your business or your capabilities then it is best to turn the customer down. If you opt to bend over backwards and go out your way for something you really should not or could not do, there is a chance that you will not do your best and the customer will not be satisfied anyway.
Be perceived as the expert that you are
Say ‘No’ and Grow
Telling a customer ‘no’ can in fact help your company grow, because you are clearly defining your niche market. Word will get around town and/or the internet for small business owners that are very good at what they do and clear about what they do not do. Customers can decide if they fit into that ‘mold’ and often times if they do they are willing to pay more for the value you provide to them.
Never put quantity before quality
Most small business owners would like customers in mass quantity because there are bills to pay. But the truth of the matter is for long-term success quality will always win over quantity. You may have a lot of customers now or in the future but the main thing that will always bring them back for more is the quality of the work or service that you provide. One small business owner that is noted for having ‘the best restaurant’ in Queensland Australia was spotted turning away about 30 customers one evening. The restaurant was packed on the inside but the outside tables were available. When asked why she did that her response was as follows:
“Well, our two most experienced staff couldn’t work tonight. So I have two new waitresses working.The team we have working is giving wonderful service to our guests at the moment. But if I take in more guests now, we’ll be stretched and the service quality will slip. We’re not prepared to compromise on the quality our guests receive just so we make more money.”
Learn from this entrepreneur, quantity may get you the numbers but it doesn’t guarantee that the customers will return —especially if you compromise the quality of your service offerings.
How to say ‘NO’
When you do have to say ‘no’ use these guidelines:
Telling a customer ‘no’ can in fact help your company grow, because you are clearly defining your niche market. Word will get around town and/or the internet for small business owners that are very good at what they do and clear about what they do not do. Customers can decide if they fit into that ‘mold’ and often times if they do they are willing to pay more for the value you provide to them.
- Keep in mind that you are saying no the customer’s request, NOT the customer. Be sure to explain that to the customer and explain why it is in their best interest for you not to move forward with the request.
- Suggest an alternative, perhaps it’s a deadline that you can not meet or you won’t have the product in until a later date. Let the customer know and perhaps you can still accommodate the customer under different terms.
- Refer the customer to someone in your network that may be able to attend to the customers need. Not only does this give the customer a chance to get what they need but it also gives you a chance to be resourceful with your current network.
Reasons a small business owner may reject a customer
- Time contraints
- Legal ramifications
- Unrealistic expectations
- Bad experience
- Out of stock
Looking for examples to turn gracefully turn down some customers? Check out Zen Habit’s 7 Simple Ways to Say “No” for starters. Take it from Dominoes, don’t be a ‘yes’ man! Say ‘no’ when you need to and your small business will flourish.
