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YOU might have
the newest, whiz-bang, super product that outstrips everything else on
the market by a country mile, but the buyers are still beating a path to
the bloke down the road. You've done the big-bang marketing launch.
Everyone says the advertising is spot-on... but the cash registers still
aren't playing your tune.
Sure, you can get them in the door, or on the phone. But, when it comes
to the crunch, your potential customer disappears quicker than
illusionist David Copperfield. Or, maybe the guy you thought was so
happy with his initial order wasn't so happy with the service, and
that's why he's now dealing with the opposition. What's wrong? Maybe -
and let's not take this personally - but, just maybe, you are not that
easy to do business with.
Whether those of us in business like it or not, it's true that 99% of
consumers could survive adequately without 99% of the things they buy.
Convincing the consumer to part with those hard-earned dollars is a
battle - one, we hope, every business is determined to win. Yet, one
crucial tactic so many of us tend to overlook is how to make it easy for
people to actually spend their money with us?
We've all heard those horror stories of customers standing, cash (or
credit cards) in hand, product under their arms, waiting to buy... then
simply giving up because the sales assistants are too busy yakking about
last night's television show.
Well, the problem may not be quite so obvious, because real customer
service takes many forms. But, it's time to sit back and give yourself
the once-over ... I call it a reality check. Do it NOW... because now is
as good a time as any.
Okay. Here's the fundamental question you need to consider:
Is it easy to do
business with us?
Most of us would
readily answer "Yes" ... but, are we really? My guess is that every
business has a number of niggling little aspects that are taking the
sheen off the relationship between them and their customers.
Some of you may be saying: "No, not here. We did a customer survey
just last month and they love us."
That's great! But, what about all those old clients you haven't heard
from in a while - or the ones that never got a chance to become
customers? All those lost opportunities!
Others are probably wondering ...
What sort of
things should we be doing better?
Many of our
customers have found that it's the really obvious things relating to
good service - such as; knowing who to call when there's a problem, not
being kept waiting on the phone, or feeling that someone cares about
their account, that someone actually calls them by name, that most
customers value. As mundane as they sound, it's the accumulated effect
of these types of service features that can either draw customers to
you... or drive them away to your competitor.
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One
of our customers provides a classic example. He runs one of
those old-style takeaway joints on the seafront, just far
enough from the razzle-dazzle of one of the nation's premier
tourist spots to have maintained a bit of quaint character
about it.
The big yellow arches went up next door, and our customer's
Sunday trade died in the pants.
He sat in the glorious
sunshine, week after week, watching the mums and dads, in
their wagons full of ankle-biters, fairly fighting to munch
their way through a pre-cooked, pre-wrapped burger.
That was it! Down came the fish and chip sign and out went a
big, bright blackboard that read: "Burgers - with the
works. Made to order".
These days, that fellow just can't stop smiling. He offered
his clients old-fashioned customer service - and they bought
it.
So, where to start?
Email me for a full report! |
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