When youβre running a small business, loyal customers are everythingΒ and keeping regulars happy is one of your most important jobs. But what do you do when one of your customers asks for somethingΒ that you know doesnβt make good business sense, such as for you to extend a promotion to themΒ or waive a missed class fee?Β How do you say “no” while still preserving the relationship and (hopefully) keeping their business? Is there a right (or best) way to say no? The answer is 100% yes.
Saying no is never easy, especially when youβre declining a request from a VIP member. The key to saying no is to say it gracefully, without burning any bridges, and to immediately redirect the conversation to positive alternatives. Larry Track, owner and founder of Track Fitness in Toronto, advises against using the word no when turning down a customerβs request. Instead, he says, βexplain to your client why you can’t grant the request and highlight some other positive options.β
Have a Plan B
How do you avoid using the word no and what do those other positive options look like? In his book, βThe Power of a Positive No: How to Say No and Still Get to Yes,β author William Ury recommends following a three-step process. For starters, say yes to yourself and your key needs and interests. Standing firm to preserve your studioβs principles is important and if saying no means youβll protect your values, youβre doing the right thing. Second, say no with confidence and authority and demonstrate that your plan B is a better idea than saying yes to their request. Finally, negotiate your way to yes by suggesting something that will satisfy both of you while keeping the relationship in tact.
When a customer asks for something that doesnβt align with your studio values, youβll be doing your business a favor by saying no. Itβs natural to want to say yes and keep members happy, but that should never be done at the expense of setting a bad business precedent.
Itβs natural to want to say yes and keep members happy, but that should never be done at the expense of setting a bad business precedent.
Once you make an exception for one member, others will quickly follow suit with the same request.
Offer a Compromise You Can Both Live With
Debbie Wolff, owner and director ofΒ Fusion Fitness and O2 YogaΒ in Coral Springs, FL, sells a lot of packages with expiration dates written on the receipts. Her studio offers up packages at less than half the original price via a one-day flash sale. Beyond time limitations, the studioβs receipt also says there are no cancellations, refunds or sharing any part of the package.
Inevitably, Wolff says, members will call and ask why their package has expired and if the studio can extend the deadline.Β βWe are usually very reasonable if the person has a good reason why he or she hasnβt been able to use it,β she says. βI try to either extend the package a short time longer or ask if they would purchase a regular-priced package and I add a few classes onto that package to help their loss of classes. If we create a relationship of trust on both sides, both the client and studio are winners and happy.β
While that outcome doesnβt always happen, Wolff tries to offer her customers at least a part of the package. Even though she canβt honor their original request, sheβs still giving them something valuable. Steady members are usually happy with this outcome. Customers who arenβt satisfied arenβt typically regulars anyway, and may be looking to move on to the next coupon deal advertised at another studio, she adds.
Listen and Be Empathetic
There will be times when thereβs nothing you can say or offer to make a member happy. In the event that a customer isnβt satisfied by any alternatives youβve offered, be sure to listen, be empathetic and assure the member that you have no choice but to abide by studio policies. The best way to preserve your relationship in cases like this is to sympathize with your memberβs situation.
Take the focus off the memberβs mistake and instead emphasize what youβve tried to do to help. Consider asking the customer to walk in your shoes and how accommodating his or her request would mean youβd have to do the same for everyone, which would harm your small business. Assure the customer that you have taken the time to think about the request. Making a customer feel heard and understood goes a long way, especially if you canβt say yes.
Always Stay True to Your Studio Values
Sometimes, a member can cross the line by being disrespectful, haggling non-stop or bad-mouthing you or your employees. In situations like this, itβs usually best to agree to disagree and let the relationship lapse. Good leadership means you donβt let a customer with unreasonable demands push you around. By staying true to your studio values, youβre also setting a good example for other loyal members who play by the rules and those are the members youβll want to keep for years to come.