Legal Research

Gain customers by turning them away

By David Canton

Author and marketing guru Seth Godin has a post today on his blog that rings true for anyone selling anything – including lawyers.

He talks about products where a buyer’s perception of them may not be the reality – leading to frustration after the product is purchased.

His conclusion:

“There are lots of things you can do to make the sale. They often are precisely the opposite of what you should do to generate word of mouth. I know, you can’t have word of mouth unless you have a sale, but a sale that leads to pain is hardly worth it.

My rule of thumb is this: every person you turn away because your product or service isn’t right for them turns into three great customers down the road. Every bad sale costs you five.”

Full post as published by Slaw.ca on July 15, 2009 (boomark / email).