Twenty Customer Care Actions That Build Sales

TWENTY CUSTOMER CARE ACTIONS THAT BUILD SALES

by John Graham

It’s easy for just about anyone in business including companies, salespeople, and marketers to fall into a “pattern” when dealing with customers. We all develop shortcuts and “templates” to help simplify our daily routines, which also make it easier to manage the workload. With more to do and less time to do it a smoother routine is appealing.

Although such an approach might help us get through the day, it can also be dangerous, particularly when the competition is waiting for even the slightest opening that can get them through the door.

Customers don’t want us to take them for granted or receive attention only when we want to sell them something. They respond positively to the signals that say, “We really appreciate having you as a customer.”

Here are 20 customer care actions that will help to enhance customer satisfaction and build sales:

1. Contact customers when it’s not necessary. Apple consultant Craig Batt of MacShaman checks with clients a week or so after doing a job. Not only does he ask for feedback on what he did, but he passes along helpful information that’s not directly related to his work. This sends the message that he is not only appreciates the work, but the relationship as well.
2. Let them know how much you like working with them. Why take a chance or why assume that they do know? Letting them know in writing why you like working with them puts it squarely on the record and often winds up in a frame on the wall in the customer’s office. If you don’t tell them, how will they know?
3. Ask them what you can do to make working with you easier. Even when you have a good working relationship with a customer, there might be something that bothers them. Although it might not be a relationship breaker, it can still be a burr under the saddle. It’s always good to uncover the issue and get rid of it.
4. Tell their story to others. Word-of-mouth has power, perhaps more than ever. So, when it’s appropriate and you have the opportunity, speak up about your clients. “I know that company and they’re good people. They’ve always treated me fairly.” Such words carry weight.
5. Pass along leads. A good lead might be the greatest gift you can give anyone. A customer will appreciate it far more than tickets to a game or a round of golf. Although a lead is free, it carries tremendous value for the recipient. It also shows that you care.
6. Do something a little extra. Bill Donahue, the owner of Crown Supply, an electrical and fire alarm wholesaler in Providence, RI, always thanks his customers for doing business with him. Then, he realized that it’s the people in the field who call and actually place the orders. It’s their loyalty that makes the difference. Bill knows they can call other supply houses. He sends a personal thank-you to them several times a year, along with a gift card.
7. Make suggestions for improving their operation. Your knowledge base is unique and your experience can complement that of your customers. Your helpful suggestions give meaning to being a partner.
8. Pass along helpful information. Customers will view you as a resource if you pass along useful information. Whether it’s an article or an idea, this lets them know that you’re thinking of them.
9. Lend a hand. Every customer has a crisis or some time when they need help. Ed Testa of Champion Capital, an equipment leasing company, spends a lot of time at trade shows, but not where you might expect. You won’t find him at a Champion Capital booth. He’ll be busy working a client’s booth. “They’re always shorthanded,” he says, “and they appreciate the extra help.” Ed also writes a lot of business this way.
10. Use the power of recognition. Whether it’s recommending a customer for an award or suggesting them for a news story, you can play a role in helping to bring them well-deserved recognition.
11. Be candid when asked for your opinion. It’s a pivotal moment when a customer asks your opinion. Will you be a wimp or will you be candid? Candor creates respect, even though someone might not agree with you.
12. Show your loyalty. After you’ve done a good job for a customer, one of their competitors might want to give you their business. You might be flattered, but think twice before compromising your loyalty.
13. Don’t cut corners. When a customer has been around for a while, there’s a tendency to put them in overdrive & doing what’s necessary, but also coasting. If the customer doesn’t figure it out first, a competitor won’t be far behind to move right in.
14. Come to a customer’s defense when you hear criticism. There might be times when “silence is golden,” but not when someone criticizes a customer. This is the right time to make your experience known.
15. When something hasn’t gone well, let them know what you would like to do about it. Yes, things go wrong, no matter how hard we try. When this happens, jump on it quickly and tell the customer what you’ve going to do to solve the problem.
16. Respond reliably. A recent survey of buyers found that getting back to them is a top priority. One highly successful Life insurance salesperson serving wealthy clients credits part of his success to returning every telephone call and answering every e-mail the day he receives them.
17. Leverage the power of “free.” Insurance agent Mark Rosenthal has a free offer for a helpful tool he prepared, called “Organizing Your Personal Affairs,” that’s about getting important information together. Others make reports, survey results, and articles available without charge. However, remember that free means free, no strings attached.
18. Take the initiative. Step up to the plate and act before being asked. Initiative shows that you have ideas and are capable of undertaking new and challenging tasks. Showing initiative might be the best way for people to see you as outstanding.
19. Keep your word. If you say you’re going to something, do it. If for some reason you can’t, then explain why as quickly as possible. It’s easy to get a bad rep – and it’s difficult to get rid of it.
20. Show respect. Getting too friendly with some customers can undermine the customer-salesperson relationship. Always keep some distance as a way of showing respect.

Individually, each of these customer care actions has value however when you take them together, their impact can be enormous, even transformative.