1-25-2012
I worked for a media rep firm whose CEO was fond of saying ?our most valuable assets go down in the elevators every night.? As an employee I appreciated the sentiment; however, he was wrong. The customer is the most important asset of any organization. Period. You can?t underestimate the significance of customer satisfaction, especially in this digital age of the savvy consumer.
Remember when you were seeking the customer?s business? Smart salespeople treat their clients as good, after the sale, as they did before. Selling and service are inseparable parts of the marketing function. Everyone talks about customer service, but few deliver on it. If you do, your customers will not only be satisfied, but loyal advocates.
It?s a relationship, stupid. How do you feel when someone takes you for granted? Everyone wants to be appreciated. Show your client you care about THEM and not just their business.
Don?t treat them all the same. Each customer is unique. Treat them in the way that best suits their personality and needs. When I encounter a problem and a customer service rep tells me ?if I do this for you, then I have to do it for everyone else?? I cringe then say ?No, you don?t and why should I care?? Think about it, how does that remark make me feel? Don?t ever make a customer feel like everyone else and don?t tell them why you can?t do something?solve their problems.
Ask and they will tell. Your clients will tell you what is important to them if you take the time to ask. Lack of communication is the biggest problem that plagues most doomed relationships whether they are personal or professional.
I switched dentists recently and was not satisfied with my first cleaning. When I shared this with the office manager, hygienist and dentist they all started talking about how they did cleanings, and were defensive. Finally the office manager asked what I wanted. No one else thought to do that. By asking a simple question, she addressed what would it take to satisfy me and salvaged the relationship.
Establish value. Anticipate your client?s needs by staying one step ahead of them. Follow their business through social media sites like LinkedIn. Introduce them to connections of yours that might benefit them. Keep them apprised of what the competition is doing. Establish yourself as a valuable resource beyond your product.
Make yourself available 24/7. My clients have my home, work and mobile number. If there is a problem, I want to be the one that handles it. Return calls, as soon as possible, always within 24 hours.
Be prompt in your follow-through. Don?t wait until the contract is up for renewal to follow-up with the client. Regularly schedule on-going reviews of your product?s performance. Use these as a way to gain more insight into their organization and look for ways to exceed their expectations.
Be consistent. A major part of building relationships is based on consistency. Doing what you say you are going to do and following through. Simple, but so often this falls off after the deal is sealed.
Help your client?s customers. Send relevant articles that would interest them and their customers. Provide value-added ideas not directly linked to your business. Make your clients look good. Offer up breakfast meetings where you share some expertise that would be valuable to their customers or co-workers.
Have ownership. Don?t leave to others what you should be doing yourself. If someone else in your organization is providing a service, confirm and double-check that they do so. It?s your client, you?re getting the commission from this deal, don?t expect anyone else to care as much.
Remember it is easier to keep an account than it is to regain a new one. Satisfied customers will provide you with referrals and repeat business?take the time to earn their loyalty.
Theresa Merrill is the Director of Business Development for Anovick Associates. She has more than 20 years of sales and marketing experience in NY, Boston and Atlanta working for Katz Communications, CBS, Tribune and Cablevision and can be reached at 201.444.2991 or by e-mail merrill.theresa@gmail.com
For more article from Theresa GO HERE
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