If a long-standing customer stops doing business with you and becomes dissatisfied with your services, this is known in marketing and sales literature as a phenomenon called

“customer aversion.” What is this phenomenon, and how can you prevent it?

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العملاء أرباح!

Loyal customers are a company’s true capital and its real backbone. Their importance stems from their continued purchasing and consumption of your products,

and benefit from your services. Even if some customers spend little when doing business with you, they are still valuable as long as they remain loyal. A little, consistently, is better than

كثير منقطع.

But consider the opposite: if you were to lose a customer like this, how much would it cost you? The loss would undoubtedly be significant. And it would not just mean losing some of

the profits that had been coming in steadily and consistently. It would also suggest that something is wrong with your marketing and sales strategies, which could lead to

you losing many more loyal customers in the future.

If a loyal customer decides to stop doing business with you and buying your products, it means they have put up with a lot before making such a decision. It also means that

your occasional customers, who buy from you only infrequently, will not be patient with you; they will stop doing business with you right away.

A loyal customer is the light that shows you the way in a world teeming with competitors. (The marketplace is a contest for customers, not profits.)

They are also the primary indicator of how successful or unsuccessful your marketing strategies are.

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What exactly are you losing?

Your perspective is too narrow if you think that losing a loyal customer means losing only their purchasing power; it can set off a chain of losses

that are interconnected, with each one leading to another.

To begin with, every loyal customer—even one who buys infrequently—represents significant financial value to your company. Consider, for example, what economist Tom Peters wrote in his book:

“Thriving On Chaos”:

“Although my company is modest, with no more than 25 employees, it pays $1,500 every month—the monthly bill for a company

the expedited shipping service from Federal Express that you use. But if we calculate the total cost over ten years, it would amount to

$180,000. I think this simple example illustrates how much a single customer could spend with one company over ten years.”

No, that isn’t the biggest loss. There’s a greater, more damaging one: you lose a free marketer. Your loyal customer, convinced of the quality of the

goods and services you offer, won’t just make purchases—they’ll also, sometimes unconsciously, encourage their friends to buy from and do business with you. Imagine how much you could earn

through this free marketing.

Now, if we reverse this logic and imagine that this loyal customer stops doing business with you—for example, because they’re dissatisfied with the quality or service you provide—they will become

A “wrecking ball” that will gnaw away at your profits—it may be a friend turned bitter enemy.

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Price and customer aversion: Is there a connection?

What if the reason your customers are losing interest and stopping business with you is that you raised your product prices?

In reality, price is unlikely to be the main reason customers lose interest. The issue runs deeper than that: customers who stop doing business

with you don’t make that decision overnight. More often than not, it takes them a long time to decide to switch to one of your competitors.

The main reason behind customer churn is that customers begin to feel their wants and needs are no longer being met the way they expect. So,

they decide to stop doing business with you.

Customer wants and needs are the magic key to ensuring ولاء العملاء, and failing to meet them as customers expect is the main reason behind

the phenomenon of aversion, so be careful.