10 Keys to a Fabulous Relationship with YOUR Customers:

Affinity. Your customer wants to feel they are important to you and they have a connection with you.  You need to look at the interactions between you and your prospects / customers and make sure that everything you do is designed to build connections and show similarities.  If you have an appointment with them – do you build rapport?   Do you build links through joint interests and great questions?  “How is Jack? As opposed to “How is your husband?”  Think about how you can delight them rather than just be acceptable and the same as everyone else.

Speed. More than ever we are expecting everything to be responded to faster – instantly.  I can order a book on Amazon today and it will be delivered tomorrow morning.  If you go a fast food restaurant you expect there to be the burger and chips ready instantaneously – get told you have to wait for ten minutes you become impatient. Now you may argue that quality can take time – and I would agree – but that does not mean every aspect of your service / product should not be prompt. Here’s an example; if a prospect or customer calls and leaves a message they want a message returned within ten minutes – even if that means you calling to say the answer will not be available until the morning.  It is not the speed of advice that is important it is speed of response.

Predictability.  Why do customers value predictability?  Because so much in life is unpredictable. How can we be predictable? Consistency of service. Returning calls promptly – not ten minutes one day and two hours the next.  Integrity of Service. Integrity of your words and action – if you say you’re going to do something you must do it. E.g. writing/ emailing/ returning calls/ delivering

Skill. And… perceived skill.  You and Your business must look and sound the part. A study into experts in trials found that juries believed the most those that explained their evidence in clear everyday language – on the jury’s level – more than those that had far grander qualifications and had been published widely.  Because they understood what the expert was telling them – that’s the guy they believed more. Look out for nodding dog syndrome – where someone just nods in agreement to what you are saying – but probably hasn’t the faintest idea what you are going on about.

Sacrifice – the customer needs to think you are sacrificing something for them – why – so they feel important. If we are putting other things to one side to concentrate on the customer’s ‘matter’ we need to let them know!  Home visits, weekend working – additional time at no extra cost etc. Don’t make things up!  You need to keep your integrity.

Comfort – the customer has to be comfortable dealing with you. You need to speak at their level. Avoid giving them the perception that you superior or use too much legalese (even if you are a solicitor).  

Magic Word #1 – Thanks – thank the customer as much as appropriate – make sure you send them a thank you card after they purchase from you.

Magic Word #2 – Follow up –“anything else I can do for you”…  “Anything else you need to understand from  the report I sent you last week?”

Magic Word #3 – Welcome – how is your customer welcomed on the phone and in person. Make them feel important, remember to make them feel comfortable and connected.

Magic Word #4 – their Name – For years Dale Carnegie has been telling people ‘How to win friends and influence people’. How? Using the most important word in the English language, their name.  Use it as much as possible – try to get to know family names. How is Jim? How are the kids?

If you take nothing else from this post, write this down, or type it into your computer and print it off and stick it on the wall:

Everyone wants to feel important and be treated with consideration – what will it cost you not to do this?

Regards

Peter