Why Customers Leave (And How to Win Them Back)

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STOP TELLING US NO

Those who deny freedom to others, deserve it not for themselves.

–Abraham Lincoln

Psychologists tell us that the most offensive word to the human ear is “no.” (If you ask my teenage daughter, she will tell you that word is “moist.” But I digress.) Not surprisingly, the visceral reaction to “no” transcends language and cultural boundaries. Whether it's no, or nyet, nien, or non, we don't like to be told that we can't have what we want. Conversely, “no” is also considered the most powerful word as it can help us set boundaries, decline participation in harmful activities, avoid overburdening our schedules, protect our physical space, and prevent onions from making their way onto our burgers.

So as we look to generate sales ...