Out of the Crisis.Org

[Louis Altazan]

fallacy Three: We must keep “Our” clients away from the competition.

Many businesses seem to think the a client is somehow THEIR client and their client should be kept from the competition at all cost. This is actually two fallacies in one. First, a client belongs to no business. They are free to go where they please and owe the business nothing more than paying the agreed upon price for service properly rendered. Providing reliable, cost effective service is the minimum a business should offer or a client expect. Doing so is in the best interest of the business. It does NOT obligate the client to anything.

In my opinion, it is foolish for a business to expect some sort of loyalty for providing what is paid for. Clients should be expected to pursue what they see as in their own best interest. Good service in the past increases the likelihood of an opportunity in the future. Being the client’s best option most often results in our earning their business.

There are times when a competitor may be the client’s better option. This is a reality of life. For example, people must return to a dealership service department for warranty work. Acknowledged or not, the dealership is a direct competitor for service. I feel this is only a disadvantage to me, if I cannot clearly demonstrate the superiority of my service. If I can, this becomes an advantage to me rather than a problem.

It is unrealistic to assume competition will not market to clients. The job of the business is to clearly demonstrate a superior offering. Rather than hoping to keep clients from competitors, work to make the business truly the client’s best option.

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Louis Altazan
Owner/Manager AGCO Automotive Corporation
Baton Rouge, LA