Go the Extra Mile or Two

We have heard that we need to give more than is expected or "Go the extra mile" if we want customers and clients to become loyal to our business and even send referrals. Every business sector has the opportunity to do this but you don't find the answer in any book or college course. Some of it is just common sense and others are doing what customers expect plus a little extra. Sure it takes more effort and if you don't feel like doing it, then plan on losing some of the loyalty and maybe even the customer. There may be a competitor out there who will do it and build their business with your lost customers.

One example is an auto repair and maintenance shop in Worcester, Mass that has built their business on giving the extra service instead of using high priced advertising. When someone has car problems and calls the shop, the first question is whether it's still running or not. If the car won't run he asks where it is and says someone will be right over to look at it. This saves an expensive tow charge or use of an auto club card and gets action faster. If possible they will fix on the spot or at least find a way to get it to the shop the least expensive way. Most customers can't believe this service but never forget it.

They also never lie to a customer or mislead them about a problem. If it's just a minor thing like a fuse or turn signal light they may even fix it quickly for no charge. The surprised customer always comes back when routine maintenance is need and a profit is made then. When a car is in the shop and they notice something else is needed like a little oil or window washer fluid it is also usually filled free. He never has to explain why the bill is higher but rather gets to tell the customer what he did extra at no charge. Ideas like this can be found in any business if you really want to do them.

Barry Thomsen is a Customer Experience and Marketing speaker who can be at your next event. www.idealetter.com

Relationship Marketing

You may have heard this term recently because it's the new way to create customer/client loyalty. To get that long term customer to purchase from you over and over again there needs to be a relationship that makes you different from all other competitors. Making the customer feel like you are in business to just serve them and no one else is important. They take that with them every time they leave your store/business, hang up the phone or exit your website. Let them also take the feeling that you really care if they come back.

You can get that relationship started by learning their buying habits and not giving them the "Robot Treatment" that every customer gets. This is usually not done at franchise fast food restaurants and other places that customers just bring items to the check-out counter. But some chain stores like Ace Hardware, The Ritz Carlton and others try to make that connection and build a relationship whenever possible. To start a customer-seller relationship omit the robot treatment, get to know their name and what they purchase most often. Then at each encounter add a little more to the relationship the way they want it.

Barry is a marketing speaker and business author. www.idealetter.com

International Business Speaker

 I am looking for speaking or training engagements anywhere safe in the world. I can offer great knowledge and experience on The Customer Experience, Sales & Marketing Ideas plus how to stand out from retail competition. Keynote, general session, company meetings or I will travel to corporate locations for training. 

 I am currently offering a 25% discount off my speaking fee and will pay 50% of my travel expenses. I may be available on short notice if someone else cancels and will adapt my presentation to your audience. More info at www.idealetter.com or contact me at idealetter@aol.com

A Better Way?

There's always a better way, you just have to find it!
https://www.youtube.com/watch?v=s_RVZfbH4GM&feature=related

Treat Customers Differently

When people come to your retail store or call you they may have different levels of knowledge about what they want to purchase or need information about. Some may be ready to buy and want to do it quickly and be done with it. Let them and don't add all the extra information, small talk and delays that slow them down. They will be more satisfied and loyal if you treat them the way they prefer and let them get on with their life and other tasks. Watch & listen for signs that tell you how quickly they want to proceed.

One of the best companies that we have all heard of that does this is ACE Hardware and that's why they have not only survived but thrived in the face of big box competition. They try to find out how much help a customer needs in the first few seconds of contact and assist them from that point. Some peole know exactly what they want and just need directions to find it in the store. But others need help determining their need and advice on how to use it, which they get. Home Depot has tried to offer this assistance but falls short on the personal attention plus they are sometimes difficult to find available help in the store.

Smart managemnt will train their staff to recognize the customer's or client's needs or wants quickly and not bore them with information they already know. This makes a happy customer who will know they can make their purchase without the hassle of the robot treatment that fast food servers give everyone. The secret to loyalty and referrals is to let the cusatomer purchase the way they want to and not always the standard procedure. Being flexible with customers will build that long term business that you need to succeed!

Barry is a "Customer Experience" speaker & trainer available for conferences and meetings anywhere safe in the world. www.idealetter.com

First Time Customers

The most important people who come in contact with your business are first time customers and clients. When you consider all the work and expense it took to make that first contact you will realize how special these people and how well they should be treated. It could be the beginning of a long term relationship that will provide your business with continual profits and growth in good times and bad. Never underestimate the power of what new customers can do for you and the future of your business.

You must remember that first time customers and clients will be very aware of how they are treated, the products and services they receive plus the friendliness of everyone they meet. Extra effort should be made by the owner, manager and all the staff to make new business customers feel wanted, appreciated and welcome to your business. Your staff should be trained to assist them eagerly because they may not know the procedures that other regular customers know. New customers are what make good companies great and grow when treated well and appreciated.

Barry is a "Customer Experience" trainer & speaker www.idealetter.com

Employee Fulfillment

For an Outstanding Customer Experience you need to first have an outstanding employee experience. The things that will entice employees to provide above average service all the time are:

 Trust - Let them know

 Benefits - Above average when possible

 Job Security - Build confidence & omit worry

 Continual Training - Show them more

 Opportunity - No ceiling to advancement

 Appreciation - Tell them often

 Motivation - Inspire them to secceed

 Participation - Include them in decisions

 Communication - Have an open-door policy

Barry is a customer experience speaker & trainer. www.idealetter.com