Archive for the ‘Customer Service’ category

Loving Your Customers, Getting Your Customers to Love You

November 6th, 2012

It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation – the sale.

And as in any love affair, we know that reason plays a subordinate role to emotion. Logical arguments are insufficient – to win a portion of our prospects’ bank accounts, we must win their hearts first. Obviously, “love” is too strong a word for what we pursue. But make no mistake – without that basic appeal to the prospect’s inner harbor of feelings, whether it’s in a consumer or business-to-business pitch – you will not make any progress toward the bottom line.

Here, then, are a few thoughts on how to use words – which may be applied to everything from direct mail to Web site content — to make a more compelling appeal to the heart, and via the heart, to the purse.

Show them that you care.

Ever see a truly smooth operator in action? They almost always do two things at the initiation of their pursuits: 1)They talk about a subject they know the other person is interested in; and 2), they acknowledge the other person’s feelings about it.

How does apply to sales and marketing? Suppose you offer financial planning services. The awkward suitor begins by talking about their services, but the smooth operator opens the conversation by talking about the future and makes the subject personal. She expresses the hopes of a prosperous future of comfort and security – and the corresponding fears of poverty, deprivation and loss of comfort. She speaks to issues that interest her prospect and demonstrates an empathetic understanding of the prospect’s feelings.

By showing empathy with your prospects’ concerns, you earn their ears.

It’s not “me, me, me.”

Consider the worst dates in your life. Chances are, they were the ones where your companion for the evening talked endlessly about his ideas, his career, his achievements and so on. Without leaving you room for a word edgewise. » Read more: Loving Your Customers, Getting Your Customers to Love You

Creating a New Standard of Excellence – Six Things You Can Do

November 6th, 2012

Recognizing that the time had come to replace our hot water heater, my wife called our plumber to schedule an appointment. She placed the call at about 11 a.m. When the agent asked, “Would you be available between one and three?” Lori asked, “Which day?” The agent replied “Today of course.”

Hearing a strange noise coming from our furnace, another call was placed. Again, the appointment was made and the problem was solved the same day. (Are you surprised that the furnace and the plumbing company have the same ownership?)

Earlier this week my wife had a problem with her knee and after seeing our family doctor she was referred to a knee specialist – a specialist considered one of the best in Indianapolis. When she called for an appointment, I feared the worst. Instead, she had an appointment within 24 hours.

My guess is that as you read each of these short stories. You are surprised at the service we received. The fact is, this level of service should be the norm, but sadly isn’t. Our experience has lowered the expectations of most of us.

The Good News

The good news in these examples is that it is easier than ever to stand out. When you are good, people will notice. When you are excellent, they will rave.

This goes for us personally, professionally, or as an organization.

Below are six steps that you can take to continue to raise your own standards of excellence. These steps will make it easier than ever to stand out, be noticed, and have greater levels of success and satisfaction. » Read more: Creating a New Standard of Excellence – Six Things You Can Do