Hi Everybody:

The attached comes from the desk of our President, Brad Sugars. I read this with interest and pass it on for your consideration and implementation:

1. Do the extra things …

It’s surprising how little you need to do to impress someone. It could be as simple as getting them a chair when your waiting room is full, or carrying their purchase to their car.

In the end, these small things help build a relationship, and relationships count. Think of how many businesses you deal with simply because you ‘like the guy’ or ‘always enjoy chatting to that person.’

Here’s a few examples of extra service that only take a few seconds, but will last for days in the client’s memory…

Make the client a cup of coffee, and record their preference on a record card. Next time they come in, say ‘cup of coffee? White and one isn’t it, John?’ How much would that impress someone?

If you need a customer to wait, and your profit margin allows it, why not offer them a muffin? Keep a selection on hand that will satisfy most tastes. Keep a record of this as well.

As you’re chatting, collect a couple of personal details about the client. You can do this without being intrusive. Just asking ‘So what are you doing this weekend?’ or ‘Where did you get that shirt?’ will create a little rapport and get the relationship started. Try and remember anything the client tells you and mention it next time you see them.

Pay them a compliment. And make it genuine – people can spot false compliments a mile away. Imagine if every time you saw a client you praised them in some way. Obviously you need to be a little careful – some people may feel a little uncomfortable, or they may think you’re coming on to them! Try something like ‘I like that shirt’, ‘That’s a really interesting hairstyle, I like it,’ or perhaps ‘You and your wife make a great pair – how long have you been together?’

2. The customer is always right, except when they’re wrong…

So many people thing that they have to bow down and succumb to a customer’s every whim. If they don’t, they’re frightened they’ll upset the relationship.
Not true. Customers are people, and if you give people the opportunity to be fair minded, they generally will be.

That means you can ‘level’ with the customer. If they ask for a discount, just say ‘John, I could give it to you at that price, but I wouldn’t make a cent out of it. In fact, it’d probably cost me money. I like you John and I want to help you out, but can we come to a fairer agreement? Let me just get the calculator and work out the best deal I can do’.

That might look a bit tacky in writing, but imagine if a salesperson salesperson said that to YOU. You couldn’t help but hear them out. After all, they’ve just been completely honest with you, and asked you to be fair. What are you going to say? No?

It’s the same when a customer complains. Don’t try to cover it up, or get down on your knees. Give the customer the benefit of the doubt – that is, give them the opportunity to be reasonable.

First, say ‘John, it seems what happened was this – I must have really got busy and I made a mistake. That’s stupid of me, because you’ve been a good client, and I’d really like to keep it that way. To fix the problem, I’m prepared to redo this on the weekend and I’ll also knock 10% off your monthly invoice. Is there anything else I can do to make you feel better about it?’

You’ll save 95% of unhappy clients right there and then.

Occasionally, a client will complain without just cause. For example, whey they pay you $100 and expect $1000 worth of value.

In these cases, be straight with the people. Don’t tell them that you’ll do that extra $900 worth of work – that’s what they’ll expect from you forever more. Say ‘Ok John, I’m sorry you feel that way – I honestly believe I gave you value, and if you shop around, I think you’ll find everyone’s charging pretty much the same. If you’re not happy with my prices, perhaps you should see another business. I enjoyed working with you and it’d be a shame to see that happen. With that in mind, I’m willing to give you X, just to smooth over any bad feelings. How does that sound?’

If they’re still annoyed take a stronger tone ‘John, I charge $X for my time – my clients are happy to pay that because they feel I provide value. Is there some way in which you feel I can do a better job for you?’

If they make an impossible request say ‘I can do that, but I charge $X. If that’s what you really want, perhaps you should upgrading to the next level of service. I promise you’ll get your money’s worth…’

It’s all about remembering that the customer is right about as often as your mother – most of the time, but not always.

3. Add in extras…

Occasionally it pays to add something extra on top. You need to be careful though, so the client doesn’t come to expect it every time.

But that extra touch will leave them on a high, and probably encourage them to refer a couple of people. Here’s a few examples…

Buy a few boxes of chocolates. Offer every client you see a chocolate. Just say ‘I just got these from a friend; I couldn’t possibly eat the whole lot – which sort do you like?’ People may refuse, but only out of politeness. Prompt them further. Say ‘Go on, you’d be doing me a favour’. They’ll take the chocolate and go away smiling.

Give them a free sample of a product, a free book, CD or anything to make the customer feel good.

Don’t make it seem as though everyone is getting one. Say ‘I’m giving these out to only my best client’s’. You don’t have to give a reason that makes any logical sense – just as long as the customer feels special for receiving it.

To be continued...........

Now that would get attention, and help create a strong, lasting and profitable relationship.

Be Awesome!
Blessings,
Gilbert
Gold Master Coach

(770) 757-5165