Your Sale Went Perfectly……Too Bad You Blew It!

Congratulations! You made a sale! Everything went perfect.

You were polite and kind to your customer.

You answered every question they had to their satisfaction.

You pointed out all the great features and benefits of your product.

The customer was cordial towards you and was pleasant to deal with.

You accept their payment, say thank-you, please come back and shop with us again.

The customer thanks you for your help and goes on their merry way.

A text-book transaction.

It’s too bad you didn’t optimize your opportunity to create a loyal return customer!

That customer may come back or they may not come back. All that neat stuff you did for them was nothing special. It’s routine. They expect what you did as a minimum.

There is something you didn’t do, and most salespeople are guilty of it, that would have pretty much guaranteed the return of that customer.

When was the last time you said this to a customer before they left the store:

“If you have any questions or problems with your purchase, please contact me personally”. I want to make sure you are satisfied with your decision.

That is the most powerful question you can ever ask customers to gain their trust and loyalty.

Do you have the confidence and moxie to ask that question?

Customer Service In “The World Inside Your Door”

The “World Inside Your Door” is the world of the customer’s experience. The place where you must make good on all the bold promises you’ve made in your advertising. How well do you deliver on those promises?

Don’t expect advertising to fix problems inside your door. If there’s a deficiency in the quality of your customer’s experience, fix it!

The two excerpts above are from an incredible business book titled: Secret Formulas of the Wizard Of Ads by Roy H. Williams; chapter 64. They hit home with me because I’ve often thought those very same words.

Do you ever think those words and really ponder on them?

The Single Best Foundation Piece For An Effective Customer Retention Policy!

Can a doctor really help you if he doesn’t have a good grasp of medical knowledge?

Can an auto mechanic really help you if he has limited knowledge of car engines?

Can an attorney really help you that isn’t fully versed in the law?

Without the proper knowledge, these people have a limited usefulness to you if you need help.

The more they know and understand about their field of expertise, the more they are able to help you and the better they will be at doing so.

How much knowledge do you have and how much do you understand about what you do?


Customer Service Is “Manipulating Symbols”

  • No matter how rude a customer can be……..
  • No matter how grumpy a customer can be……
  • No matter how demanding a customer can be…….
  • No matter how uninformed a customer can be……
  • No matter how unreasonable a customer can be……

You can satisfy the vast majority of them and keep them loyal to your business.

Here is all you have to do:

  • Keep your mouth shut!
  • Listen to what they say!
  • Send your fragile ego out to lunch!
  • Solve their problem!

You solve their problem by thinking. Thinking is manipulating symbols or data in your brain. Thinking is not “recalling” a list of things to do. Manipulating symbols and data in your brain helps you come up with new and novel ideas and solutions. This is what you must do when dealing with customers. You can classify them all you want, but every single one of them is unique in some way. This is why you can’t rely on a one-size-fits-all customer service policy. A written customer service policy is only effective as a starting point. The uniqueness of those customers will require you to think when dealing with them. If you or your associates stick to a “policy”, without being flexible, you will not satisfy a lot of them. You’ve got a customer service policy but you’re back to square one with customer satisfaction.

This is why customer service doesn’t get a whole lot better. Inflexible customer service policies don’t work. Consumers are unique and they change. I call that flexible. The people dealing with that must also be flexible! In too many cases they’re not allowed to be. Thus, the never-ending story!

Contrary to popular belief, creativity is not reserved for artists and inventors. Most people use creativity much more often than they think they do. If you allow people in service positions to use that creativity more often, the benefits to your business will be greater than you may know!

Their is a solution to every problem! Are your associates allowed to “manipulate symbols” to come up with those solutions? Do you “manipulate symbols” to help make that so?



Customer Service — “Solving Problems And Educating”

I enjoy solving customers’ problems more than making a sale!

I enjoy educating customers more than making a sale!

These are the reasons why I make so many sales and have so many return customers!

Anyone can sell!

Not everyone wants to solve problems!

Not everyone wants to educate customers!

Not everyone gets customers to come back!

Is solving customers’ problems difficult?……….Not really

Is educating customers difficult?………………….Not really

Sales will automatically happen when you help people! When you help people; they come back for more help!

Are you smart enough to be part of the customers’ solution or are you just another one of their problems?

Thank you for reading.