The Leo Burnett Agency chooses carefully. It selects its potential clients, as you no doubt will. In 1994, 54 companies invited the agency to talk about a business relationship. Burnett pursued only five.If your selection of customers isn’t deliberate and systematic, you will run yourself ragged trying to service customers that share neither your dreams nor standards. Invariably, you will find discord and the desire to care, protect and guide will evaporate like moisture on a hot summer’s day.Care, Protect and Guide Even If You Have To Send Clients To Your Competition!

I’m going to ask you to do something no seemingly rational business does. That is, you care about your client so much, that you take pains to send them to your competition if you cannot help them.Hang on. This isn’t as bizarre as it sounds. If you really do care for your clients, you should want them to get the best advice possible. However, no one said you shouldn’t make money off this. If you sell high end BMWs and you know your client needs a more economical Toyota, you should logically send them over to your competition.

Toyota dealer, you can not only generate a commission, but also give your potential client a bonus or discount if they go specifically through you. Hey, those customers are going to walk anyway, once they find their exact needs aren’t being met. And if they get stuck with something they don’t really need, they’re going to be mighty mad once they find out. You aren’t doing yourself or them a favour by making them stick to what you have to offer. Sending them to a competitor that you know will treat them well, endears you to the customer and ensures a tidy profit as well.

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