Lets face it, we are in business to make money...plain and simple, yes some of us are lucky enough to work in a industry that we love, but at the end of the day we need to be able to make money at what we do.Unfortunately too many businesses let the dollar signs in their eyes dictate their behaviour towards the most important part of any business, the client. Often treating clients and prospects as a dollar value, not only is this type of behaviour down right rude, but it also happens to be very short sighted indeed.
A delighted customer is a customer that will readily talk up the virtues of your business to all who will listen and as we all know a personal recommendation is the best type of referral. But, in the same breath a customer that finds dealing with you and your business to be an unpleasant experience, will be sure to warn their friends and family to give your business a wide berth.
So how do we as business owners go about making sure that ALL our clients fall into that first category:
Well it is not that difficult really, by following a few simple ground rules, based on nothing more esoteric than common sense you can ensure that your clients experience is a happy one:
1. Do what you say you will when you will
In most of my experiences with so called customer service departments of many businesses, this seems to be somewhat of a lost art. Time after time I have been assured that I will receive a call back or an e mail, but in the vast majority of cases I find that I am the one having to do the chasing. This leaves any client feeling unappreciated and unwanted. Rule No1. Always, always, always keep the client in the loop - even if you don't have an answer for them, call them to let them know that. The client will appreciate being kept informed and will feel valuable.
2. Listen to the client, no really....LISTEN
Yes, you do know more about your business and your products/services than anyone else, but that doesn't give you carte blanche to steam roller clients. Before you do anything listen, really listen to what the clients needs are, then suggest a number of options and discuss the pros and cons with the client. This way they feel a greater part of the decision making process and buy into the whole idea on a deeper level, which can only be good for the likelihood of up selling or repeat business. Selling something to a client that doesn't really solve their need will leave them feeling shortchanged and rather flat, as you drive off into the distance on your self importance powered steam roller !
3. Consult
During the whole process, especially if their are any changes, even minor ones, always consult with the client, dont just think that something is too small to bother with, you never know how much a client may love a particular aspect that you might overlook. So to make sure that there are no nasty surprises, always discuss any changes with the clients and again it makes the client feel part of the process and that they are actually "the client" not just the paycheque at the end of the transaction.
4. Outperform
Go the extra mile, do something that will make the clients remember your business for the right reasons. Wether it be simply producing the best result for the client, beyond their expectations. Small additional gifts in addition to what the client has ordered, conveys a message to the client of appreciation and value, way beyond the nominal cost of the item.
5. Follow - Up.
When everything is signed, sealed and delivered, follow up with the client to make sure that they are happy with everything- even just a simple " how are you going?" phone call. Even better a call followed by a feedback questionnaire, this maintains the relationship with the client beyond the simple transaction and lets them know that you value how they feel they have been treat during your relationship, but also that you value their thoughts on how you can improve/do better in future. Yes, this does open you up to scrutiny and at times you will need a thick skin, but all feedback ( as long as it's constructive), is positive. Further more you can even drop a few business cards or discount vouchers for your clients to give to friends/family they think will benefit from your business - generating more business in the best possible way.
As you can see the above is mostly based around communication, keeping the clients informed and part of the process makes them feel valuable and appreciated and likely to shout about you and your business from the treetops.
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