CUSTOMER SATISFACTION? GO BEYOND THE EXPECTED
by Emily Huling
Remember the best sales experience you had as a consumer? It may have been having your car serviced-that's what mine was (at Hendrick Motors in Hickory, NC) -- buying a new piece of audio-video equipment, or shopping at one of the big discount retailers.
What was it about this experience that made it above average? Are you doing these simple steps each time you encounter a buyer?
Anticipate the customer coming. Whether your job is to juggle a flow of walk-in traffic or prepare for a preplanned appointment, be mentally and logistically ready. Jim Burns, my Hendrick Motors customer service agent, did just that. He had already gone to retrieve my car before I reached the cashier's window. As my account was being processed, he handed me my keys, pointed to my car conveniently located right outside the door, and thanked me for my business. Boy, did I feel taken care of! Do your customers feel that way? At a minimum, when buyers enter, greet them with 100% of your attention, smile broadly, and if appropriate, extend a firm hand. A simple 'Pleasure to have you here!' or 'Welcome to our store' sets the right tone. Always make eye contact with a new arrival even if a warm welcome greeting must be delayed until you are free.
Keep the customer informed. As a consumer, is there anything worse than feeling like your needs and questions have been ignored? Jim Burns called me at 9 a.m. the morning after I dropped my car off to advise me of the mechanics time estimate, the cost, and the time the car would be ready. In almost all sales situations, the salesperson should check on availability of a product, pricing issues, or service status. Remember this: Customers can accept the answer, good or bad, when they have been kept informed in a timely manner. 'Timely' might mean minutes in a retail store or 24 hours for a service or major item purchase. Even if you have the exact product and price your customer wants, you can lose the sale because of a communication breach and a frustrated customer.
Do something beyond the expected. With every service visit, Hendrick Motors gives a complimentary car wash. The photo developer I use always has complimentary wrapped candy on the counter for its customers-and what a great selection it is! 'Welcome to Wal-Mart' has become a cliche-and a tradition. As an individual or as an organization, what can you do above and beyond the expected? Think about taking bagels or muffins for the office staff when visiting your next customer. How about giving out an advertising specialty item, such as a mug, can-hugger, or Post-It notepad-all with your company's logo? Be creative to be remembered.
Follow-up after the sale. This may seem like an obvious thing to do, but it doesn't always happen. Thank the customers sincerely after the purchase and ask them to come back. Jim Burns called me two days after I picked up my car to find out if the car was running to my satisfaction. The best retailers do this very effectively, and feeling appreciated makes a difference in our attitude toward the store. In a service or major item purchase, a follow-up phone call and/or a handwritten thank-you note shows customers you value their business.
Sales tip: Buy high-quality blank note cards with your business logo or personal name on the front for a classy touch. Calling one or two months later to check on the customer's continued satisfaction even further solidifies the relationship.
Anticipate the customer coming, keep the customer informed, do something beyond the expected, and follow up after the sale. These four simple steps demonstrate to the customer that you know why you are in business. What a great way to create repeat business, customer loyalty, and referrals!
Emily Huling, CIC, CMC, helps the insurance industry achieve excellence in customer service, sales, and leadership. Her new book, Selling from the Inside — Creating a Front Line that Adds to Your Bottom Line, is now available. You can contact Huling at Selling Strategies, Inc., P.O. Box 200, Terrell, NC 28682, (888) 309-8802 (toll free), fax (888) 309-7355, e-mail [email protected], or Web site www.sellingstrategies.com.