• 0121 674 4200

Learning from Losing

I read a story recently which outlined how tough it was to leave certain companies from the customer’s perspective. The headline was “Sky vs Customer” and it outlined the 96 minute conversation between the two parties as the conversation became more agitated. Needless to say, Sky came in for a lot of flak and have had to defend their position subsequently.

My point is this; it is all very well to put barriers in the way before a customer leaves us but there is a tipping point after which these inducements to stay (that’s what they should be) become counter-productive. We need to let customers go with good grace and wish them well hoping that they will return.

But how do we learn from these losses? It is usually difficult for both parties at the end of a Commercial relationship to clearly verbalise why they are not right for one another and it is often uncomfortable to explain that without an intermediary. One could argue that in transient relationships it is unimportant but for major customer losses it is vital to understand why they have left.

In marriage guidance and in disputes which break down an intermediary is an invaluable asset to get both parties around the table. Large companies realise this and use them to get to the root causes of customer departures. The best large organisations or the smaller ones who have Service as the key to their strategy employ third parties to find out the real reasons why those customers felt they had to go elsewhere.

Often this will take the form of a call by these intermediary agencies to find out what was really behind the departure. The honest feedback given to a stranger is extremely valuable to the company as it is often not the reason the customer first gave. We did this at Carlsberg when long standing customers left us and the insight was invaluable and drove a lot of our process changes and training regimes. It was also a sustainable point of difference which was a positive return after the loss of the customer.

Finally, it made the customer feel more valued even after they had served notice to leave and often resulted in a change of heart, especially if our competitor’s Account Opening procedures were painful.

  • Great opportunities

    Helping you grow

    For over 12 years, JMR Sales & Consultancy has been offering help to businesses which are struggling to grow in line with expectations. We offer a discreet resource to support business owners in reaching their aspirations by understanding your markets, your products, your people and your culture. JMR Sales has a long list of satisfied customers across industries as diverse as High Street Retailing, Automotive, Catering, Recruitment and Hotels.

    Read more

  • Decades of experience

    JMR Sales & Consultancy use their expertise in Sales Consultancy and Strategic Development to support Managing Directors, Sales Directors and Business Managers or Owners to solve a wide range of challenges their company can face.

    Offering short to mid term contracts, JMR Sales & Consultancy can offer a fresh pair of eyes to a failing sales plan; coach an under-achieving sales team and offer support as a Business Coach.

  • Speaking Profile

    Since leaving Carlsberg over 12 years ago, I have set up my own company, JMR Sales & Consultancy Ltd., to help a variety of companies with short to mid term contracts helping to solve a wide range of their business challenges.

    My primary skill is in Sales Consultancy and Strategic Development but I have also had the opportunity to work in full time ‘hands on’ roles as a Purchasing Director, Marketing Manager, Commercial Director, National Account Manager and Customer Sales Director.

    Speaking topics include The ABC of Sales – Leveraging your Brand Equity to increase revenue and profits; Strategic Partnerships – How to develop, formalise and generate substantial benefit from them; Customer Service – How it can be a Sustainable point of Difference for SME Growth; and Character and Style.

  • Read about us

    Client Testimonials

    • “Jonathan is a real pleasure to work with, and has really helped to develop the sales skills of all different colleagues, from direct sales staff to people in a supportive role too. Results and improvements were clear to see!”

      Laura Savage, Head of Skills at (PeoplePlus Academies) at PeoplePlus part of Staffline Group also Nuffield Scholar 2014

    • “Jonathan is an outstanding professional with the ability to combine insight, professionalism and demonstrate added value to all business projects undertaken.”

      Heather Bowler, Senior Vice President Communications at Women’s Tennis Association (WTA)

    • “During my time working with Jonathan he showed himself to be a thoroughly professional, well motivated individual who always worked towards the best interests of the business.”

      Alex Smith, AMCA, Finance Director at Worldwide Magazine Distribution

Get in touch


0121 674 4200


07785 928518


jonathan@jmrsales.co.uk