Picking Up A Competitor's Fumble

If you ever want to make the easiest money of your life AND build a customer relationship that will stand the test of time, dedicate every bit of energy you have into recovering your competitor's fumble.

Let's say a family comes to you after a miserable experience with one of your competitors...do you treat them just like every other family? You should only answer yes to this if you give your all to every family, every time. If you already do that, you should have no time or inclination to be reading up on business improvement because you'll already have more business than you can handle. But let's say that you answer no...what next?

First, find out everything possible about their prior experience with the competitor. What happened, and why? Sometimes problems originate with a family, and knowing that in advance will help you adjust your strategy accordingly. You can head those problems off in advance. If the problem was a result of your competitor's incompetence, lack of caring/listening/attention, you can plan your service to specifically address those issues as well.

Here's a bit of gold with this...if you know of a problem with one of your families-what have you done to address it in the best possible fashion? Are you making sure a competitor doesn't recover YOUR fumble? Case in point-I recently conducted a funeral service for a family that had a problem the last time they used our firm, and they weren't shy about refreshing our memory! The incident involved a burial vault not showing up, and the family left the cemetery with the uneasy feeling of an incomplete funeral. Now, I had investigated the incident and was told that the funeral director had waited until vault showed up and supervised the interment personally...but that didn't help an upset family feel any better. This time, I attended to *ALL* of the details not once, not twice but three times over (especially the vault!).

In the end, I made sure that their experience this time was smooth and error-free. The result was a delighted family who wrote a glowing letter of praise to express their gratitude and renewed their faith in our firm.

Recovering a competitior's fumble is a serious touchpoint opportunity to market your firm, build a relationship with a new family AND IT COSTS YOU NOTHING! Don't let these literally golden opportunities pass you by...and DON'T let a competitor recover yours, either! For more information about recovering your families goodwill after a fumble, check out my coaching courses available for a limited time...*4 Sessions only $199!* Space is limited, so don't wait!

Best,

Dan Heaman
The Guerrilla Director
www.guerrilladirector.com