Sound counsel on cancellations 

By Gordon Hecht, YSN Contributor 

The first 12-team College Football Playoff is in the books. 

In case you missed it, the Ohio State Buckeyes played the Notre Dame Fighting Irish. Both teams had to win three post-season matches just to get into the final. In total, the championship round marked the 16th game for the Bucks and the Irish.  

The game had more ups and downs than a theme park roller coaster. It went from blowout to nail-biter in a matter of moments.  

You probably know who won, or you can look it up. The noteworthy part of the contest was the grace displayed by the losing and winning players. It must have been a huge disappointment for the guys on the short end of the score. And boasting rights go to the winner. 

But at the final whistle, the athletes met on the field for handshakes and hugs. The winning coach took the day to praise his adversary. The losing coach commented on the strength and talent of the winners.  

In our retail world, we love to win. But the fact is that retail is a game of winning and losing. If you are the dominant store in your marketplace, you may still lose 80% of the available business to the dozens of other competitors in your neighborhood or online. Best-in-class salespeople close 50-60% of the traffic your paid-in-advance advertising brings through the door. That means you lose 40%-50% of the time.  

The most difficult loss is cancelled sales. You write the sale, then order the goods or yank them out of inventory. And somewhere between purchase and delivery, your shopper changes their mind, cancels the order and wants their money back. It’s (almost) worse than no sale at all! 

The manner in which you handle cancellations can have a long-term effect on your business. Let me share three experiences I’ve had, just in 2025 alone.  

The Full Spectrum 

There it was, printed on Page 1of our recent internet bill. Our sweetheart discounted rate expired and we were charged a new fee with a 25% rise. Luckily, in our area we have a choice of providers. I was ready to make the switch.  

I made the call to our provider to inform them our love affair was over. I was transferred to a cancellation agent. She listened to my breakup speech (“It’s not you, it’s me”).  

She offered to process the cancellation. No hassle. But also offered to match the competitor’s rate. Or for $2 more a month, she would double our speed.  

I happily agreed. No need to switch all the equipment. And the provider collected an incremental $24 dollars from me in 2025. 

Snow Happens! 

The polar vortex in January took the country, literally, by storm. Southern and Gulf Coast cities were shut down by inches of snow. Back home in Del Boca Vista (Phase III), we reportedly got a light dusting.  

Me and my everlovin’ bride were in Tennessee during the mess. We decided to extend our trip a couple of days so we wouldn’t have to travel the frozen highway. That meant cancelling a hotel room on the same day we were scheduled to arrive.  

Right there on the reservation it was noted that the cancellation policy required 48-hour notice. I rang the hotel directly to let them know we wouldn’t be staying there. I also asked if they could waive the cancellation fee. 

Without hesitation, the front desk clerk said he would waive the fee. To paraphrase him, “We would rather you be safe than take your money.”  

Roadblocks Ahead 

I’ve heard horror stories about people trying to cancel cell phone service and gym memberships. There are more hoops to jump through than the Westminster Kennel Club Dog Show. But if you really want to experience the ring of fire, try closing an account to move to another financial institution.  

We had that experience with our own (aptly named) institution. I won’t reveal the company, but they did not merrily help us make the change. They threw up more roadblocks and potholes than the Belt Parkway in Brooklyn.  

We filed the recommended form three times. Each time, it was rejected due to errors. On attempt No. 4, we were told that we filed the wrong form. And every phone call meant enduring a hold time of 45 minutes while listening to the 101 Strings cover of Cliff Richards’ hit “We Don’t Talk Anymore.” 

I imagine that exasperated customers will give up the fight and stay. 

Acting with Grace 

Cancellations happen in every business. My internet company likely gets hundreds of requests each day. They figured out how to save the sale by matching offers, and also understand that they can use the opportunity to add on services to increase revenue. 

When I reserved my hotel room, I essentially removed it from their inventory, meaning no one else could rent it. Our hotelier lost the revenue via our cancel, but they also knew that weather was a factor. Their graciousness means they will be my No. 1 choice for travel. In fact, when we started out trek back home, I booked the same hotel, same location.  

As for our bank, their delay tactics resulted in them keeping our money for an extra six weeks. But they have sadly lost a customer for life. 

You also will lose a customer now and then. Each one of them has a megaphone, TV channel and newspaper column, all in the palm of their hand. It’s called social media. You will get a negative review. Get a dozen of them and your marketing spend becomes useless.  

I’m not quite sure who the bear is, but it is said that sometimes you get the bear and sometimes the bear gets you. Someday — and that day may never come — the bear will get you, and your customer will request a cancellation. Be prepared for it, act with grace. You will lose that battle but win the long-term war.  

P.S. Go Bucks! 

Gordon Hechtis a consultant to the home furnishings trade with over four decades in retail and manufacturing and more than 500 industry newsletters and articles under his belt. His award-winning experience includes tenured time with Ashley Furniture Industries and Serta Simmons Bedding, with progressive responsibility for large and small retailers. Contact him atgordon.hecht@aol.com. 

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