April 29, 2021
Notice: Undefined offset: 0 in /nas/content/live/csnbeta/wp-content/themes/csc/html/cszy_html.php on line 50
Notice: Trying to get property 'post_content' of non-object in /nas/content/live/csnbeta/wp-content/themes/csc/html/cszy_html.php on line 50
It seems that most of the companies that customers love to do business with have something in common. They focus more on the customer than they do the sale. Sure, they want to make the sale, add more revenue and get higher ratings. What company doesn’t want that? But when they focus on the customer’s needs, it seems the rest falls into place. A great example of this comes from Dawn Mushill, one of our Shepard Letter subscribers. She emailed me a great story worth sharing. The short version is this: Dawn ordered a product from a vendor. Since she is working remotely, she gave her home address. The company recognized that it would cost more to ship to a residential address and took the time to call her and explain that changing the address could save her money. Her response was, “Wow! Loyalty for future orders!” It’s important to note that the amount of money she would save was minimal, but the fact that someone from the company reached out to her to offer even a small savings, was an unexpected surprise. Here’s another example. I noticed the tire on my car was almost flat. I took the car to the local repair center. They told me how much a new tire would cost, but before I paid for it, they wanted to see why it was going flat. They called me a couple of hours later to tell me my car was ready. When I showed up to get my car, the bill was for just $16. I said, “I thought I needed a new tire.” The manager said, “I thought so, too, but we were able to do a simple repair. Hey, if you want to spend a few hundred dollars on a new tire you don’t need, I guess we can sell one to you.” Of course, he was joking. I was appreciative, and that’s why we keep going back. So, what can we learn from these examples? Here are five ways to show you care more about your customer than the sale:
Number 1. Help a customer, don’t sell the customer. That makes the future sale much easier and more likely.
Number 2. When you find ways to save the customer money, even if it’s just a little, it shows you are paying attention to them versus going through the motions of a transaction.
Number 3. Saving a customer money builds trust. Any company that is trying to save a customer money, and sometimes it’s at their cost, proves they are focused on their customer.
Number 4. An extra interaction, especially when it is focused 100% for the benefit of the customer, is worth the effort. In Dawn’s example, it was to save a little money on shipping. It could be anything. Even a check-in call to give a customer an update. And do I need to remind you? No selling.
And Finally Number 5. This is a good way to summarize what this is all about, it’s not about the money. It’s about the relationship. Build the relationship and the money follows.
Notice: Undefined index: ID in /nas/content/live/csnbeta/wp-content/themes/csc/html/cszy_html.php on line 101
Notice: Undefined index: ID in /nas/content/live/csnbeta/wp-content/themes/csc/html/cszy_html.php on line 102