The Future of Your Business Hinges On It

The following comes from a marketing coach I admire, Tim Braheem.

I’m often asked the question, “If there were just one thing that I should be doing for my business, what would you suggest?”  The answer is simple, dial in your customer service platform to outrageous levels.
Let me make it simple and direct, it’s a zero sum game we are talking about.  Every person that you ever do business with is either a referrer and repeat customer, or they are not.
You have one chance to blow them away and it’s when you work with them that first time.  If you do, they will result in numerous additional transactions in the future and if you don’t, you will have just cut off a huge stream of income.
Think about a time when you have been blown away by really great service.  Maybe it was a waiter who made you feel special and tended to your special request, or a hotel who made sure that everything was just right for your stay.  Did you go back?  Did you refer them to anyone by sharing your experience with your friends and family?
Now, lets look at the inverse.  Think of a time when you were greatly disappointed in the service you were getting.  What did you do next?  Did you refer them to someone you knew?  Maybe an enemy, but certainly no one you cared about I bet.  I wouldn’t be surprised if you actually went out of your way to dissuade those that you knew from ever working with that company again, by telling your horror story, creating the opposite effect.
By now, you may be asking “What about those in the middle, the service platforms that just get by, just do an adequate job, failing to turn heads but not doing anything to offend me?”  I’ll respond with a question of my own, “If you’re not memorable, then how do you expect to be remembered? “
Here are some suggestions on how to be memorable and to make sure that everyone you do business with, is a fan and not a foe:

1.   Intentionally under-promise and then over deliver:  One of the biggest mistakes I see made is a false promise for “World Class Service” followed by something that resembles second class.  It takes confidence and integrity to undersell yourself to set up the WOW experience, but when you do, it's like going to the movies and being blown away by a small budget independent film that no one knew about.  What’s the first thing you do?  You go tell everyone.

2.   Focus on the Little Things:  It’s the little things that no one expects that make all the difference and often don’t cost you any money.  Put together a professional looking beverage menu in your office and stock your company refrigerator with more than just water and soda.  When your client comes in, have your front desk person surprise them with a touch of class.  I will never forget the night that I ordered a movie at a hotel and was asked by the front desk if they could deliver some fresh popped popcorn to my room!  I’ve been back there four times since and am still talking about it twelve years later.  It’s the San Ysidro Ranch by the way!

3.   Deliver Bad News Early – One sure way to lose a client for life is to treat them like they are stupid.  Too often I see service people run for the hills when its time to share bad news with their client.  They miss on the opportunity to show integrity and to make a bad situation good.  Honesty is the best policy here.  Simply share with them the truth of what happened and if that means taking responsibly, that shows integrity, we’re all human anyway.  The key is to deliver the news as soon as you get it and to provide solutions going forward.  I have never had a client angry with me when I take this approach.  What I do find is that they will want to vent and if they do, let them.  In fact, there is nothing more important that allowing them to blow off steam.  Guess what, if they don’t blow it off with you, they will to someone else who is a potential customer of yours!  The inverse is hiding it from them as long as you can and them knowing that something is wrong and having to confront you with it.  Nothing is more frustrating to a customer and a sure way to get them to never come back.

4.  Thank Them – This may sound obvious, but it’s surprising how many people don’t call their client after they have completed a transaction with them, thanking them for their confidence and trust in you.  Try this one on for size.  Many of us call them every day when they are a potential customer.  Then we taper back to once a week or so when they are a current client.  Finally, this transaction has concluded and we stop calling them at all!  What message are we sending to them?  Do we really want them to think that they were really only about this one paycheck?  The best thing that you can do after the transaction is complete is pick up the phone and thank them and ask them if they have any constructive feedback as to how you can do a better job.  Let them know that you value them and that you would love to work with them again and if they have anyone who they know that might be in need of your assistance that you would be honored to have the opportunity to work with anyone who they might refer. 

To your success,

Tim Braheem