This story appears in the
May 1998 issue of
Entrepreneur.
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When you were a child, the word made you miserable. Now that
you're an adult, you know that "no" can sometimes be
the most appropriate response to a request. But how do you tell a
valued customer that you can't--or won't--do what they
want?
The first step is to recognize that saying no isn't always
bad, says Barry J. Babin, associate professor of consumer research
in the marketing department at the University of Southern
Mississippi in Hattiesburg.
"Focus on the strength of the relationship, not on this one
sale at this one point in time. You can't do what's best
for your customers by always saying yes."
When you must say no, tell your customer why and then
offer alternatives. If, for example, you can't meet a
requested deadline, be honest about your capabilities, offer the
customer a deadline you can meet and, if that's not acceptable,
provide a referral to another source.
Babin says it's critical for your employees to understand
this concept. His advice: Empower them with training and authority.
Says Babin, "Employees have to know not only when to say no
but how to do it in a way that preserves long-term customer
relationships."
Jacquelyn Lynn is a business writer in Winter Park,
Florida.
Contact Sources
The Principal Financial Group, 711 High St., Des Moines,
IA 50392-0220, (515) 247-6162.