Here are a few ideas that may be useful as you consider what you can do to become a star performer in the eyes of your customers.
In a solo business, it's easy to understand why most customers don't differentiate the owner from his business. If you, the owner, treat the customer poorly, your business stinks (even if the customer actually likes the products you deliver.)
And when your offerings disappoint, you, the owner, take the black eye.
It's understandable since the customer sees you and the business as one and the same.
It seems almost trite to say that you need to keep your customers happy and engaged in your business. They are your lifeblood. If they go away, you're finished - out of business!
These ideas are pretty basic, but they should get you thinking about many additional ways you can present yourself and your business in the best light:
1. Listen to what your customers have to say about their wants. It's easy to assume you know more about your niche than the customer - you're the expert right? It doesn't matter if a total "newbie" is speaking, you are not doing your job if you don't pay attention. Your customer will sense your sincerity and caring. If he senses you really are concerned about him as an individual (instead of a potential sale) he will be loyal to you.
2. Execute flawlessly. That doesn't mean you never make a mistake. It means that you give the customer what you promised, on time, for the cost you said, and see that he is satisfied in every way. If a mistake occurs, don't ignore it, or downplay it. Some of your most loyal customers you'll ever have will be those that you went out of your way to help in a bad situation.
3. Pick a unique trait or perk and be exceptional. So many people remember a business, not for the product or service it provided, but for some little weird unique perk or characteristic that defined the business and set it apart from all others in that niche. Maybe it's a free gift you include with every order. Maybe it's a phone call thanking the customer for his purchase. Maybe it's a Christmas card or a birthday remembrance. It could be that you gift wrap at no charge, or throw in an extra ___________ with each three purchased. The perk doesn't have to be expensive - it just needs to be given in humility and sincerity as a token of your appreciation for the customer.
4. As much as possible, take a personal interest in your customer. If you take the time to get to know someone (even over the Internet), he will respond as a friend and will treat your business to his business. We'd all much rather deal with people we know and trust than a stranger.
5. Give your customers a reason to visit your business. If you merely wait for a customer to return only when he needs to buy a product, you may never see him again. Provide free information, a community atmosphere, coupons for discounts, and customer appreciation sales to encourage your clients to stop by even if they have no pressing need. If you can't get a customer through the front door, you'll not have much chance to make a sale.
6. Be polite, courteous, completely honest, and forthright with your customers. If you can't deliver something on time, tell the customer and explain why. If you have hesitations about a product explain the reason that you think a different product would meet his needs better. Customers respond loyally to honesty and integrity. They only buy from those they trust and you can't afford to be "suspect" in any way.
7. How often have you heard: "the customer is always right." Do you really believe that? I don't, and I'll tell you why. I have been associated with businesses that bent over backwards for some pretty awful customers - I mean they were repeatedly awful. They would make a public display if they thought they could get a lower price or a better deal. They would use products for awhile then return them with the excuse they were defective, expecting to be given a brand new product whenever they wanted. Some customers will cost you a great deal of money and anguish. You're better off letting these customers go to your competitors.
Keeping customers and nurturing that relationship is a real art. Work at it. Think of ways to enhance the customer experience. In most businesses, the long-standing and loyal customers provide the repeat business that is so profitable to the company.
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Post#72 |
