There
Must Be 50 Ways to Leave Your Customer
Do you love your
customers? Do they know it? And more importantly do they
love you? If you love your business than you'd better love
your customers. They are the ones who allow you to do what
you love. Without them it is just a money-losing hobby.
You don't need to love all your customers. Some you like and
others you just tolerate. Be sure to love your best customers.
And make sure that all your customers believe you love
them.
When you love someone how do they know - unless you show
them?
A Jewish proverb reads, "To open a shop you must learn to
smile."
Smile. The one universal gesture understood by people from all
cultures and even some animals is the smile. It makes you feel
good by releasing endorphins to your brain. You will be in a
better mood. You will act friendly and express confidence and
warmth. Your customer will feel good because you look friendly.
They are more likely to like you, believe you and do business
with you. They will feel welcomed and happy to see you - and
want to see you again.
Even Al Capone said, "You get more with a smile and a gun then
with a gun alone."
Frown at your lover. That's one way to leave them.
Listen. Cavet Robert, founder of the National Speakers
Association said, "People don't care about you until they
believe that you care about them." By listening to your
customers they will begin to believe that you care about them
and their needs. Instead of trying to shove your product down
their throats - listen to what they want and need.
Listening is a skill. It takes study, concentration and
practice. Asking questions is a key element of listening.
Questioning is the way to uncover your customers needs and
wants. In his book, "Stop, Ask, and Listen", author and sales
trainer, Kelley Robertson suggests that asking the right
questions and listening will help you to dissipate customer
objections completely.
They may or may not state what they need but you need to listen
to their words and between the lines for what they really want.
People buy what they want - not what they need. Sometimes they
overlap. Don't believe me? Then consider who 'needs' to join
fitness clubs - unfit people. Yet visit any fitness club and
the vast majority is fit. They want to be fit. What teenager
needs a cell phone - but they get one because they want it. Who
needs an SUV? Understanding and satisfying wants are more
important than needs.
I found it curious that while shopping for a new car no one
asked why I had bought my current vehicle or what I liked and
disliked about it. They just wanted to sell their car. I bought
from none of them. While shopping for computer accessories I
was annoyed at the salesperson that was intent on selling me
the upgraded warranty program instead of listening to my
questions. I bought elsewhere.
Not listening, not asking good questions, not appearing
interested and not satisfying wants are a few more ways to
leave your lover.
Show respect. Do you respect your customers, their concerns and
their decisions? When I carefully place my groceries on the
checkout belt I watch over my purchases with protective
ownership. I had carefully checked those eggs, selected that
bunch of formerly unbruised bananas, and gently squeezed the
fresh bread. When the cashier shoves my food down the belt like
a pile of coal I am offended and angered. The voice inside me
yells, "This is my food that you are damaging."
Show no respect - bye bye love.
Be honest. Peter Urs Bender my co-author on Secrets of Power
Marketing preaches, "Under promise and over deliver." When you
don't deliver what you promised you are deemed to be a liar.
Intending to or hoping to just doesn't cut it. Be realistic
then reduce your estimates of delivery. The secret of keeping
customers happy is exceeding customer expectations. This line
is so important that you should read it again.
A well-known transmission repair shop made a new promise each
day to me and broke it the following day. I will never use them
again and if you ask me about the story I will tell you.
Make and break promises - a sure way to lose a lover.
Admit mistakes and make amends. I tried a new printer. He
smiled at me when I picked up my stuff. He even presented me
with some good-looking copies. When I opened the boxes after
returning to my office I discovered substandard work. I called
immediately to complain. His first comment was about how
difficult the job was because he did not have the right
machine. He seemed to imply that it was my fault and he made no
attempt to apologize for hiding the defective work. Instead he
attempted to convince me to accept his work because he had his
cost to recover. I will never work with this printer again.
Hide and deny your imperfections and mistakes - kiss
goodbye.
There must be more than 50 ways to leave your lover - and to
lose your customers. On the other hand your best marketers are
happy customers. The easiest way to keep your customers happy
is to think like them. Discover what is important to them. Ask
them and listen. Be a customer of your business. Physically or
mentally run through the process of doing business with you.
What would annoy you? Instead of explaining the annoyances -
find ways to change them. Fall in love all over again - with
your business and your customers.
George Torok brings practical insights to business. He is
co-author of Secrets of Power Marketing, the first guide to
personal marketing for the non-marketer. As host of Business in
Motion he has interviewed over 400 business leaders. He is
available to deliver keynote speeches and business seminars.
Contact him at 905-355-1997 or info@torok.com
© 2000-08 George Torok All Rights Reserved
Business Articles by Business Speaker, George Torok
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