3 Unmistakeable Signs That You Have Fallen Out of Love With Your Customer

you remember the euphoria, the utter feeling of joy when you first received an order from your very first customer? Remember how you told everyone about it? It was one customer, one client, but when talking about them you somehow multiplied them and they became a plural.

“My customers,” you would announce to no one in particular, your chest swelling with pride.

Soon, the one really did become many, and that’s when everything changed. You started saying things like:

“Some customers are [fill in the blank.]”

What happened? You fell out of love with some of your customers. Instead of seeing them as valuable customers you could serve, you only saw dollar signs as you heard the imaginary kerching! of your cash register.

Here are three unmistakable signs that you have fallen out of love with your customer, and what you can do rekindle that first love.

1. You Have a Nickname for Them

You might be heard saying things like:

“Has the order for [fill in the blank] been dispatched?”

I know you’re staring blankly at the screen, pretending you don’t know what I’m talking about. Don’t worry. You’re not alone in that world. I know you don’t give customers nicknames because you’re mean. You do it because it helps you differentiate customers, especially the ones with similar names.

For this particular customer, however, the difference is that the nickname is not very flattering. It depicts your customer’s most annoying traits.

This is What You Can Do Instead — Show Respect

Stop using unflattering nicknames. In fact, stop using nicknames altogether. It is disrespectful, it amplifies the problem. If your customer knew what you thought of them how would they feel? How about if someone did the same to you? How would you feel?

I was once at the receiving end of this at one of our local shops. I later learnt through the Nextdoor app that others like me had experienced similar treatment. I don’t go to that shop any more.

Treat all your customers with respect. Their purchases are what keeps you in business and pays your bills.

Address them by their name, show them you care by being helpful.

Let them remember you as a respectful and honest person.

2. You Dread Taking Their Calls

Does your heart start racing when they call? Or do your hands starting sweating? Do you ignore their messages and pretend you never saw them?

These are all tell-tale signs of bigger issues in your relationship. Pay attention to them, investigate the cause, and find a solution.

What Else You Can Do

Instead of ignoring your customer, improve your communication with them. There are many channels you can use which will make your customer feel valued. Nobody likes to be ignored.

If the customer is too demanding or very fussy it could be due to you failing to deliver on your promises.

1. Avoid making promises you can’t keep.
2. Maintain good communication.
3. Don’t lie if you encounter a problem during a transaction. Let them know. Customers value honesty.
4. If they decide to go elsewhere, don’t force them to stay. Let them go. You will get new customers as you get better at what you do. It’s better to end the relationship while things are still going well.

3. Their Requests Feel Like a Burden

There are customers who are so good you wish you could clone them. Then there are those who make you feel grateful that people cannot be cloned.

As you interact with customers, your relationships evolve. Customer needs change, as do expectations.

On day one you want to impress your customer. You may even over-deliver to keep them coming back for more.

When you over-deliver, some customers start to demand more and more for less and less. At first you comply and then, before you know it, it becomes too much because they just won’t take no for an answer.

If you find yourself praying every night that you never get another customer like that — stop. Breathe. There’s no need to regret having put yourself out there. This is how you can rescue the relationship.

Make Them Feel Special Again

Making a demanding customer feel special does not mean you have to keep them on as a customer when the transaction ends. It means that if you decide to part ways, you will do so on a good note. You want your customer to remember how special you made them feel, how valued they were, and how you provided an excellent product or service.

You do this by showing your human side — someone just like them who they can relate to. It’s been said many times before:

People will forget what you said, but they will never forget how you made them feel.

Happy customers will say good things about you, or your business wherever they go. If things have soured between you, show them your human side. They are human like you, so don’t be afraid.

I recall an incident with a customer which almost ended badly. Thank God it didn’t.

I had just explained the terms and conditions of the transaction, to avoid any future misunderstandings. The customer thought I was overbearing and treating her like a child.

“ You’re behaving like a school headmistress,” she fumed. “I will not be treated like a child.”

“No I’m not!” I replied defensively.

She was ready to walk out.

I was about to launch into a tirade of justifying my position but stopped myself just in time. I apologised. I explained that she was right and my behaviour had not been justified.

“It’s been a long day and I guess I’m just tired. I’m sorry,” I said.

The moment I showed her my “human" side, she changed. Within minutes we found we had so much in common. We ended up having a good laugh about the incident. She left as a happy customer. I was happy too.

If the customer is happy to continue buying from you, be flexible and offer tailored solutions. If you’re the business owner, or have decision-making powers, you can set the rules that will keep both of you happy.

Final Thoughts

1. Respect your customers.
2. Be honest and communicate with them.
3. If the relationship isn’t working, be willing to let them go.
4. Make them feel special and appreciated during each and every transaction.