Issue No. 62 - December/January 2011
Are you making sales or customers?
by Kerrie Stocker
Business owners tend to lose perspective in the never ending quest to keep business profitable. We can get caught up and forget that doing business with a customer is an ongoing relationship, not so much a 200m sprint as a marathon.
When trading in a competitive, price-driven market that accelerates business growth, how well do you know your customers? Are you training customers to buy from you regularly or are you training them to buy from you when sales are on and discounts are given?
Business owners feel they have to ‘buy’ customer love with lower prices, under a misperception that price is a driving force. In fact, only 14% of your customers are driven by price. 86% of customers are influenced by their confidence in your company, perceived attention to their needs and the quality of service and product.
Customers ask questions such as ‘How much?’ or ‘what is this for?’ as ice breakers to start conversation. If you give them a factual answer, you show them you are indifferent about their potential as a customer.
The vital point behind great customer service comes down to ‘what’s in it for them’. Customers enter a business with an interest in your product and service. Do not invite them to shop around with your competitors.
Key opportunities to consider when providing best customer service include:
Communication: Every piece of communication must be about your customer, it must be something they can connect w...