How to Lose a Client Before You Even Win Them

At Hypevision, our work is rooted in observing and analyzing the behaviors that shape commercial performance.

Everyday experiences are powerful sources of learning.

A recent encounter with a Michelin-starred restaurant in Belgium perfectly illustrates how some businesses unknowingly sabotage their own opportunities.

The Customer Experience Begins Long Before the Sale

A few weeks ago, I tried to book a table at a highly reputed Michelin-starred restaurant in Belgium.

There were only two options: call or send an email.

At a time when nearly one in two restaurant bookings in Europe is made through an online reservation system, such limited options make me suspect that quite a few potential clients never complete their booking.

👉 When it comes to the customer journey, the golden rule is simple: make access to your business as easy as possible. Because it’s not you who set the rules of the game — it’s your clients.

The more you complicate access to your world, the more you push prospects toward competitors who seem easier to reach.

Personally, I don’t mind picking up the phone to make a reservation (though not everyone feels the same). The voicemail said the restaurant was closed for holidays. I immediately sent a clear, concise email, including my phone number in case they preferred to call back.

A few days later, I received a reply:

"We are fully booked".

No greeting.

No alternative.

No outlook.

How to Turn Down a New Client — A Step-by-Step Guide

That short, dry response says a lot. It almost gives the impression that the restaurant is always fully booked.

Why not suggest other dates? Or simply mention that they’d be happy to find a suitable time by phone?

In a context where there’s no automated booking system, every email is either an opportunity — or a missed one.

If the restaurant simply replies “sorry, we’re full” to every inquiry, how many emails must a customer send before finding an available slot?

After that exchange, I genuinely wondered whether this restaurant was doing so well that it no longer needed new clients.

Can a Business Really Afford Not to Need New Clients?

No company — no matter how famous — can afford to shut its doors to new clients.

Even the most successful businesses have eventually declined after neglecting their commercial momentum.

When a business reaches full capacity, it’s often the perfect moment to rethink growth:

• Internal reorganization

• Better management of incoming requests

• Or simply improving client communication

Because a “no” without an alternative is the death of commercial sense.

The Power of Word-of-Mouth: Invisible but Formidable

After this disappointing experience, I decided not to pursue the reservation any further. If a restaurant doesn’t want to welcome me, I’ll dine elsewhere.

Within my close circle — where restaurant conversations are frequent — I naturally shared this story.

By closing the door on a potential client, a business can easily turn them into a negative ambassador.

And in a world where everything is instantly shared, the impact of a single bad experience can multiply quickly.

Conclusion: Commercial Sense Is Also About Attention

The customer experience starts long before the transaction.

Every message, every email, every interaction matters.

And often, those first moments define the rest of the relationship.

The Right Questions to Ask Yourself

• What are the first touchpoints between my prospects and my business?

• Are they simple, intuitive, and welcoming?

• How can I turn a “no” into an opportunity?

At Hypevision, we help businesses identify weaknesses in their customer journey and turn every interaction into a sustainable growth driver.

💡 Want to go further?

Contact Hypevision to analyze and optimize your commercial approach.