Before sending unprofitable buyers to the competition, which can be a win-win strategy ask: “Can this customer be made profitable by minimizing the cost of serving them?” If the answer is no…send them to the competition, but before doing so, let’s explore some other alternatives.

Not all customers and prospects will be profitable and of those who are, not all should be treated equally. Often, it’s only by offering different levels of service for different segments of the buying public that they can be lucrative.

Although Marriott owns both Fairfield Inn’s and Ritz Carlton’s, guests wouldn’t expect the same quality or level of service at each property. Many people in the meeting industry have conditioned their clients to expect the same level of quality or service, regardless of the price they’re paying for the product or service they are buying.

Even high-end department store’s treat the same customer differently based on which department their shopping in. A much higher level of service is always offered in the ladies evening gown department than to the same customer purchasing pantyhose. If shoppers at Nordstrom and Neiman Marcus understand and accept that, would meeting industry buyers accept it as will?

Can any successful individual or business afford to spend the same amount of time and energy with a client purchasing $2,500,000 of their product or service as they can with the same client who wants to make a purchase of $2,500? How can your make the same customer feel equally important while matching the level of service with the size of the deal?

The right customer service is about continuous renewal and reinvigoration of profitable business by delivering the right level of quality and service to the right customer at the right cost. Let’s look at both profitable and unprofitable people separately.

Focusing on your profitable customers and prospects is essential because your competitors are trying to steal them. The challenge is to make enough of a difference so they won’t switch. Either demonstrate superiority in a way that these customers value, or be prepared to deliver at a lower price than the competition and still make money.

Are your profitable clients forced to run through a gauntlet of paperwork, phone calls encountering the “press 1, press 2, press 3” voice-option experience or constantly having to leave a voice mail message on your phone or even your cell phone because you’re always busy with somebody?

If you’re busy make sure it is with your most profitable clients. Are you willing to launch a “concierge level” of service that completes paperwork and gives a direct line to you for just your best customers? Businesses that reduce or eliminate inconveniences generate more loyal customers. Ask your best clients to tell you how to improve their experience with you in ways that actually matter to them.

Profitable clients will often give you insights as to how you can reduce your costs which could help turn unprofitable customers into positive revenue-generating centers. As technology can be key to enhancing the profitable customer’s experience, it can simultaneously reduce servicing cost to the point where unprofitable customers become profitable.

If you’re a meeting planner could the use of an interactive “web based calendar” that allowed everyone involved in the event to see scheduling reduce customer service costs? How many phone calls and how much time does it take you or your office just to coordinate an event. Ask yourself, “Can you reduce your costs of service and make this customer segment profitable by deploying e-commerce or by using new technology?”

Regardless of your role in the meeting industry, could your fee or price schedule take into account both the size of the transaction as well as its complexity and the time it will require of you and your office? Rather than having a “flat fee or price schedule,” would a schedule based on size, complexity and time allow you to treat everyone, including yourself, more fairly?

Are you wasting precious time because, even though the prospect was a great fit for what you’re offering, you found out in the end, that they require more meeting space than your facility can actually provide? Have you ever lost a sale and only then discovered that your cost were more than the customer could budget? Had you offered more features or benefits than they wanted or could afford? Can you simplify your offering, reduce time spent, enhance customer satisfaction and make them profitable by becoming a better listener?

Are there ways you can change the current way your industry operates and convert unprofitable customers to profit centers? Rather than being a generalist, could you develop a niche market and offer everything that those buyers dream of? Remember the selection, convenience and cost improvements enjoyed by customers of Staples, Lowe’s and Best Buy?

Win-win customer service mandates using different strokes for different folks, and making sure it results in a satisfied client and a profit for you. Not all clients or prospects will be profitable. Enhance your service to those who are, investigate methods to make those who aren’t become profitable and send the rest of the competition.

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