It is true that no appointment is wasted. Time spent with customers is almost always valuable - even if the client is a relatively low-value one. That's not to say that if you have had a lot of low-value appointments you should be happy with them - unless that's your target market you should switch. What I mean is this: don't short-change a low value client with a poor service simply because you discover during the meeting that they aren't the hot prospect you had hoped for. You owe it to them, and to yourself, to be professional. Here are the great reasons you can salvage value from that meeting:
- Great things can come from small seeds - treat this client well for their potential
- Being low-value they are probably always being given the minimum, you have an opportunity to turn them into a referral source by surprising them
- If you don't mind losing this client then you can try out new approaches or techniques that perhaps you have been worried about trying with your best clients
- Treat it as paid training: the work you will do for this client could form the foundation for another, more valuable, prospect
- If nothing else, this was a reminder that you will work harder to get the right prospects into your marketing planning
Hat tip to Bernard McCrea for this headline.