An article on customer service and customer retention by Patricia Fripp, CSP, CPAE
Do you have any "friends" who call only when they want
something? Are they your favorite people? Do you contact
customers only when you're asking for their money? Or do you
keep in touch for other reasons? Do salespeople call on you only
when they want you to spend money? What if, instead, they
called you with a lead, a referral, or an idea? Wouldn't that make
you think you were more than just a customer? That they cared
about you and your business?
In yesterday's world, we celebrated closing a sale. Today, we
celebrate opening a relationship. That's how a business is built.
One of the goals in growing your business should be that the
same person you sold to today will still be spending money with
you ten years from now. People want to do business with people
who appreciate them and look out for their interests. Be
appropriately generous with your ideas and time.
If you want to be perceived as an irreplaceable unpaid advisor by
your customers, phone them now and then, saying something
like, "Hey, I've got an idea that might work for you." Or, "I've
got a potential customer for you" or "Here's something that might
help your business." Absolutely no strings and no expectation of
an order.
It pays not to take all the money on the table. Always give your
customers more than they pay for.
HOMEWORK
What can you do to make yourself an unpaid advisor so you
become invaluable to your customers and guarantee their loyalty?
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