Website
Fran said that she used the No with an Alternative organizational structure
on her website. “When we decided to stop producing a certain brand
of shampoo, we knew there’d be some disappointed customers. But it was
a done deal—we were closing down the product line. It wasn’t profitable
and, strategically, we wanted to move in other directions. My job
was to announce the decision in such a way that we didn’t alienate customers.
After all, they might be buying soap and other products from
us in addition to the shampoo.
“I added a page on our website to explain our strategic shift and suggest
alternative products. It was the Miracle on 34th Street Macy’s sending
them to Gimble’s idea. I positioned it with my boss by explaining that
it provided extraordinary customer service. I was a little nervous, but I
can’t tell you how well it worked. We got hundreds—literally hundreds—
of thank you messages, all because I offered a viable alternative.”