1. Know who is boss. You are in business to service customer needs, and
you can only do that if you know what it is your customers want. When you
truly listen to your customers, they let you know what they want and how you
can provide good service. Never forget that the customer pays our salary and
makes your job possible.
2. Be a good listener. Take the time to identify customer needs by asking
questions and concentrating on what the customer is really saying. Listen to
their words, tone of voice, body language, and most importantly, how they
feel. Beware of making assumptions - thinking you intuitively know what the
customer wants. Do you know what three things are most important to your
customer?
Effective listening and undivided attention are particularly important on
the show floor where there is a great danger of preoccupation - looking
around to see to whom else we could be selling to.
3. Identify and anticipate needs. Customers don't buy products or
services. They buy good feelings and solutions to problems. Most customer
needs are emotional rather than logical. The more you know your customers,
the better you become at anticipating their needs. Communicate regularly so
that you are aware of problems or upcoming needs.
4. Make customers feel important and appreciated. Treat them as
individuals. Always use their name and find ways to compliment them, but be
sincere. People value sincerity. It creates good feeling and trust. Think
about ways to generate good feelings about doing business with you.
Customers are very sensitive and know whether or not you really care about
them. Thank them every time you get a chance.
On the show floor be sure that your body language conveys sincerity. Your
words and actions should be congruent.
5. Help customers understand your systems. Your organization may have the
world's best systems for getting things done, but if customers don't
understand them, they can get confused, impatient and angry. Take time to
explain how your systems work and how they simplify transactions. Be careful
that your systems don't reduce the human element of your organization.
6. Appreciate the power of "Yes". Always look for ways to help your
customers. When they have a request (as long as it is reasonable) tell them
that you can do it. Figure out how afterwards. Look for ways to make doing
business with you easy. Always do what you say you are going to do.
7. Know how to apologize. When something goes wrong, apologize. It's easy
and customers like it. The customer may not always be right, but the
customer must always win. Deal with problems immediately and let customers
know what you have done. Make it simple for customers to complain. Value
their complaints. As much as we dislike it, it gives us an opportunity to
improve. Even if customers are having a bad day, go out of your way to make
them feel comfortable.
8. Give more than expected. Since the future of all companies lies in
keeping customers happy, think of ways to elevate yourself above the
competition. Consider the following:
- What can you give customers that they cannot get elsewhere?
- What can
you do to follow-up and thank people even when they don't buy?
- What can
you give customers that is totally unexpected?
9. Get regular feedback. Encourage and welcome suggestions about how you
could improve. There are several ways in which you can find out what
customers think and feel about your services.
- Listen carefully to what they say.
- Check back regularly to see how
things are going.
- Provide a method that invites constructive criticism,
comments and suggestions.
10. Treat employees well. Employees are your internal customers and need
a regular dose of appreciation. Thank them and find ways to let them know
how important they are. Treat your employees with respect and chances are
they will have a higher regard for customers. Appreciation stems from the
top. Treating customers and employees well is equally important.
