Untitled Document

November 22, 2007

Customer VIPs

The first minute a customer spends with you will either give you a sale, or a bad reputation. This is the one moment you have to make an impression on them, the only minute that really matters. If they feel neglected or insulted, they will take their business elsewhere. Sure, it's only one sale, but if you make the sale, you are potentially making a lifetime customer. If you fail to impress, not only are you losing that lifetime customer, but you are also losing other potential customers through word of mouth. Referrals are the key to any successful business. A happy customer will tell maybe five members of their professional network that your company is a great one. A dissatisfied customer may not let you know that they are upset, but you can be sure that they will tell more of their friends and colleagues of the disaster than the happy customer would.

If you treat your customers as if they are invisible, they will pass by your shop next time around and act the same way towards you. This means that when a customer comes in, don't hide in the back. Don't act like you're too busy to help them. Don't stare at the computer monitor in front of you. Stand up, shake their hand, ask them if they need help. Smiling won't kill you either, and be sure to dress to impress. Keep yourself neat and tidy; apprearences do matter.

You should treat your customer like they are a VIP, and treat your encounter with them as if you were at a very important job interview. Make them feel like friends, not dead-ends. Show them what you carry, and remember that looks can be deceiving. Should they not be dressed in business suits, don't assume they don't have much money to spend. Throw them a few gestures of good will too, maybe offering a buy-one-get-one half price kind of deal, or a discount for a first time customer. Don't overflatter your potential lifetime customer, but be pleasant and responsive to their enquiries.

Remember to follow up with the customer in a timely matter, maybe a few days or weeks, to ensure that the product they purchased from you is still fine. Let them know if there is anything else they would require from you in the future, you will be more than happy to assist them. Where appropriate, ask for input regarding your services.

How you and your employees treat each new prospect and past customer will determine whether or not your business will be successful later on.

If you want to win more customers, there is a simple solution. In order to bring them into your corner, you need to identify with them, and treat them as though you were in their position.

To start off with, try hosting an open house so prospects are able to see your shop, meet you and your staff, and see some of the work you are capable of doing and have done. Not every prospect you invite will attend, but you can expect that at least 40% of them will walk through your doors at some point during the event.

When your guests arrive, treat them like royalty. Shake their hand, introduce them to other customers that have shown up, but most of all, thank them for coming. Arrange for catering, but don't get the cheap, bland foods. Invest in some high quality warm foods, that are high in taste, and low in fat. Also, try to include a dish for both those who eat meat and those who do not, and always do your best to ensure that the foods you provide do not include peanut products. The last thing you want is a crisis to occur during your event due to food allergies.

Take your guests on a tour of your facilities. Introduce them to some of the work that you've done, and show them how you accomplished your greatest works. Encourage networking at your events at all times. Not only is this good for your business, but it's also good for the businesses of your customers. Include a raffle for free products if your budget allows, but ensure that the customer uses a business card as a ballot. This ensures that you have a way of contacting them after the show for a follow up.

Try offering small gift bags of your sample products and work that you've done. This gesture of goodwill lets your customers remember you later on. Make sure at the end of your event that you thank every person that attended, even if you are sure they weren't impressed. Often, customers may not be interested now, whether the reason is due to need, finances, or timing. The truth is, they may quite possibly, be interested at a later date, so don't dismiss them abruptly.

Also, try to include a gift certificate or a coupon for a product or service you carry that has an expiry date of 60 or 90 days. This forces customers to make a decision on whether or not to use your products or services, and soon.

Your goal is to target your customer base, and introduce them to your business. Look your best,and behave like your livelihood depends on the success of your events (most times, it does). If you have a revolutionary product or service, get it out there! The more people that know about, the greater your chances for success. Also, remember that after the event, you must still be your best, as your success as a business depends on it.

One small marketing mistake can instantly undo years of goodwill. You worked so hard to acquire your customers, now you must work to keep them. This idea sounds more difficult than it really is. The solution is to treat people as you would have them treat you in the same circumstances. So, if you sell a product with a money-back guarantee, don't grumble when the customer is dissatisfied and wants a refund. Simply ask them why they weren't happy with it and refund their money. Smile, and thank them for taking the time to explain the situation to you.

Is one product worth losing a longtime customer over? No, the $100 you keep in your pocket by not accepting the refund turns into a $1000 sale lost later on. You will establish the loyalty of your customers if you stand behind your products and your promises. Of course, there are customers out there that continually attempt to fraud companies by buying a product, using some, or nearly all, of it, and then returning it. If this is the case, tactfully end the business relationship and move on to other customers.

A customer who is unhappy with the product or service you offer should not be considered an obstacle. They should be considered a stepping stone to your future success. If your product isn't working for them, it's possible it isn't working for someone else either. Your job is to minimize the losses your company faces by eliminating the products that fail the test, and selling the ones that ace it.

Many employees in businesses all over the country have adopted the mentality that any unsatisfied customer is a nuisance, and therefore treat the customer as such. Rolling the eyes, sighing, or throwing change on the counter are all things I've experienced when asking for a refund due to terrible service or a terrible product. To be quite frank, those companies who've treated me this way will never see another dollar from me.

Always treat your customer with the same level of respect you wish to see. Be patient with them, be kind, and be professional. You'll never guess how far these simple concepts will get you.