The Really Important Client

I was having coffee at my favorite spot this morning, reading my paper and planning out my day. I was trying my best not to eavesdrop on a conversation that was happening at the table next but given the animation of the guy doing all of the talking, it was hard. Mr. Talker guy had obviously invited a prospective client to coffee to discuss what his firm "could do for him" and was putting on the full court press.

I must admit, I always enjoy watching sales people as they work. I always find it fascinating to watch how people "pitch" their product and service and how they approach impressing others with what they do. This guy was in fine form extolling the virtues of his expertise and his attention to detail. He elaborated on how he was available 24/7 for his clients and that he had made a conscious decision to make himself the very best financial services planner this side of the Rio Grande. He was, in my humble opinion, over the top but really seemed to be scoring points with his prospect.

Then it happened! I watched a guy walk in and sort of eye ball these two as he headed to the counter to order his coffee. I could sense that he was really hoping that Mr. Financial Planner would look up and notice him but he never did as he all but consumed in the finer points of his presentation. I watched this guy look him up and down and shake his head while he got into line to place his order. I watched him, wondering to myself if the guys was a friend, a competitor or perhaps a client. Given the strained look on his face as he glanced over to the financial planner a few times, I hoped he wasn't a client.

He collected his coffee and strolled right over to the table where Mr. Financial Guru was holding court. It was painfully obvious that he wanted to talk and he simply waited until the financial guy acknowledged him to say something. Then one of the most painful displays of fielding a client complaint happened.....right there in the middle of coffee and people central.

"Hello Tom, " Mr. financial guy said, "How are you this fine morning?"

"I am not that good Scott. I called your office three times yesterday. I needed to unload XYZ stock and you couldn't be found. I was told you were the only one that could help me and no one knew where you were." he quipped back.

"Really? I am sorry but I was extremely busy and bugged out a little early to play nine holes with a really important client," financial guy said. My heart stopped! A really important client!!! The words hung in the coffee shop like the odor from some really old socks.

"Well, obviously that client is more important than your bread and butter clients. We need to talk! I lost money yesterday that I shouldn't have and I will expect a call from you this morning to figure out what you plan to do about it." With those words he turned towards the door and left.

Then the most amazing thing I believe I have ever seen happened. "Well, I guess some people think the world should stop for them eh? Geez, I was busy doesn't he get that! Now where were we?" Mr. financial guru guy said shaking his head as he watched the guy leave the parking lot.

It was just then his coffee companion started to gather his things. "Where are you going," the financial wind bag asked.

"I have a meeting and it appears you have a phone call to return."

"But I am not done," he said.

"Oh....I think we are." With that, his now ex-prospect left.

I share this story with you because I believe that it is an important one. Too many companies and individuals worry about that next prize and fail to take the proper steps to care for the customers and clients they already have. In one fell swoop, this guy managed to allienate one client, one prospect and about ten people who saw the drama as it unfolded.

I hope his golf was at least productive and that the "really important client" was worth it.