The Customer Isn’t Always Right (And How To Fire Them)
Perhaps an unpopular opinion here, but one that I’ve developed stronger feelings about the longer I’ve had my businesses. When you’re just starting out, it’s easy to feel like you don’t know what you’re doing so you’ll take any advice given to you (whether it’s asked for or not). People will tell you you should lower your prices “to be competitive,” offer different services, or more products in different scents, colors, designs, sizes, etc. And while it’s okay to listen and filter through this, you should only act upon the feedback given to you by your actual ideal clients/customers that also aligns with your business’ core values. If multiple loyal customers tell you time and time again that they wish you’d make a specific product or offer a specific service, think on that. Is it doable? Does it align with your business’ core values? Can you do it in a way that’s different from other companies, that’s unique to your business?
Following “tips” from well-meaning family members or cranky people you can never seem to please no matter what you do will only lead you away from the heart and soul of your business. It might lead you down a path of spending money creating products or services that feel inauthentic or just plain don’t sell. In my skincare business, florapothecarie, I am constantly flooded with opinions on how to improve my business. One business advisor told me my beauty business wouldn’t be successful if I didn’t have celebrity endorsements. But what does “success” look like? He and I clearly defined this very differently because my idea of success is being able to support my family, maybe a few employees, and have a small shop. I don’t need to sell out to L’Oréal and be a multi-millionaire. I’ve had people walk up to my booth and say things like “you should make products with eucalyptus” or patchouli or CBD. Well, I can’t stand eucalyptus or patchouli and I don’t know enough about CBD and don’t care to because there are plenty of other brands doing that well. Following those paths would cost me money, spread me too thin, and take me away from what I love about my business, and what I know and do well. Defining your brand’s values, knowing why you started this business, who you’re serving, and how you’re serving them will help you stay focused on what your business does well and avoid the trap of chasing every shiny new idea. And here’s the thing: even if you do follow through with those ideas, will those people be back to buy the services/products they suggested? Probably not.
Running a business also requires you to develop pretty thick skin. There’s a difference between listening to well-meaning friends, family, and customers make suggestions about your business and listening to rude people who always find something to be unhappy about tell you how you’re doing everything wrong. Okay, both can be kind of annoying and unhelpful, but the second? I don’t put up with anymore. Last month, I fired a customer. (Oh yes, you can do that!) This woman had been purchasing products from florapothecarie for 5 years and always found something to complain about, but she still kept buying the same products! She would leave mean-spirited vague reviews - never more than 5-stars - that weren’t remotely helpful or constructive, sometimes just plain rude, saying things like “very pricey!” and “packaging could be better,” without elaborating even when I asked about it, yet she still kept buying the same products. I don’t know about you, but if I found something to be 4-star quality, I probably wouldn’t keep buying it, especially if I thought it was “very pricey!” I’d probably find something I thought was 5-star and worth the price. It got to the point where I dreaded every order I got from her. As I was fulfilling the last order from her, I kept thinking “great, what unpleasant thing is she going to say this time?” Then I stopped myself (because I’m trying very hard to change my negative thought patterns), and I said “Hey, maybe she’ll be really nice this time and just be thankful and appreciative.” I was very, very wrong. This time, her 2-star review said, “Pointless. I don’t really see a reason to rate as only 5 star reviews are posted. This gives a very skewed perception of these products. The pump is broken and will not work. In addition I feel the ingredients do not accurately state what is listed- which is illegal.”
… I was FUMING. She did not contact me to let me know the pump was broken, which I immediately would have fixed by sending her a new one. This happens occasionally - it’s a manufacturing defect and not really something I can test for. It’s very rare and maybe has happened a total of 5 times in the 7 years I’ve owned florapothecarie, but when it does happen, I ship out a new pump - at no cost to the customer, of course. But her biggest mistake was attacking my credibility - accusing me of only publishing positive reviews (not true - several of hers are live!) and, worse, accusing me of not accurately listing my ingredients, which she’s right, it is illegal. That is not constructive, it’s vile, malicious, and slanderous. So I had enough with her. I published her review with my response (you can see it here at the bottom of the page, if you’re curious), informing her that I will be canceling any future orders she places with me. You do not need to put up with assholes. Running a business is hard enough without people actively being jerks to you. So if you’re finding your shoulders seizing up, your heart racing (and not in a good way), or your blood pressure rising when dealing with a certain customer or client, FIRE THEM. You’re in this business to help people who genuinely want your help, not to be the punching bag for people who will always find something to complain about. Firing unsupportive, impossible-to-please, problem customers and clients frees you up to focus on the great ones who make your heart happy, and reaffirm why you’re in this business. (The same goes for crappy vs. good people in your life too, btw.)
On that note, I hope this is helpful to you. I spent way too many hours early on in my businesses (and in my life!) caring way too much about the opinions of others who, ultimately, don’t matter because they don’t actually care about my business (or me). Nurture the clients and customers who are good to you, who are genuinely grateful for your products/services, and want to see you succeed - whatever the word means to you. Everyone else? Filter them out. Nod politely and let their words be a grain of salt you can blow away as soon as they’re gone.
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(By the way, my fired customer didn’t like me telling her that I’d cancel her orders. She emailed me and told me that my response was “childish and most unprofessional” and a “whiny democratic attitude.” So… I’ll let you interpret that. ;)
