|
|
Like this article? PLEASE +1 it! |  |
|
Treat Little Customers Like Big Customers
Written by: Tom BorgArticle Overview: Learn how to create lifetime customers by using some simple but critcal strategies.
 |
Free Download - Be Nice to Your Customers By Tom Borg |
Treat Little Customers Like Big Customers
A potential customer called a fence company for an estimate on a split rail fence he wanted
installed on residential property. The representative stopped over, gave the client his price, and remarked that it was a minimum size job. The agreement was signed and the salesman promised the work would begin as soon as the homeowner obtained a permit. The homeowner obtained the permit, called the fence company, and left a message for the salesman to notify the work crew to begin as soon as possible. Repeated calls from the potential customer ended in frustration. Obviously, the salesman was very busy, and it was a small job, thus he never bothered to arrange for the work to be done.
A similar situation often happens in the greasy spoon restaurant. The waitress tells two customers just having coffee and discussing their business issues isn't enough to justify serving him. She says he will have to leave because there are too many people waiting in line for a full lunch.
It is pure ignorance on behalf of the owner to allow this type of customer treatment to exist.
Borg's Rule:
Never ignore a small order-it can cost you big money.
Let's examine the psychology behind that rule. First, even though the job that the customer requested was small, it could be the beginning of a potential relationship that would bring repeat and/or referral business. Second, every customer knows other people. Anytime he is pleased or disappointed about service, he talks to friends and acquaintances. On the average, a customer will tell 5-7 other people of a good experience he has had with a particular business or organization. Good advertising can result from good service. An unhappy customer will tell 9-16 other people of the poor service he has received. Bad advertising usually results from bad service.
How can we avoid offending the customer who has a small order? First and foremost, do your best to give the same kind of service to that customer as you would to a customer with a large order. If that is impossible because your company is just too busy, then I suggest you find one or two smaller businesses to use as referrals for this type of customer. By doing this, you will give the customer the kind of service and respect he deserves.
When it comes to service, far too often the employees of a company or organization make the decision to short-change the customer because they don't see the whole picture.
Remember some people approach their job as if it were a 50 yard dash. They don't realize that they are running a 26 mile 385 yard marathon. Unless the employees change their focus, frustrated customers and lost business will result. Contrary to popular belief, there is not an infinite number of eager customers wanting to buy your product or use your service. In addition to that, there are a growing number of competitors who are vying for those customers.
As a business owner or manager, make it a point to educate your employees on the value of each customer. Make it clear to them that their paycheck depends on long-term satisfied customers. In the long run, your customers, your employees, and your business will benefit.
Date Your Customers - They'll Keep Coming Back
All I Ask...
Sales Tip – Selling Without Follow-up with Your Customers or Prospects Gets Poor Sales Results
When in doubt, disaggregate
Sales Killers to Avoid
Article Tags: business, clients, customer, economy, employees, managers, market share, profits, service, small, success
Referred by: http://www.salestrailblazer.com
|
About the Author: Tom Borg RSS for Tom's articles - Visit Tom's website  Tom Borg is a consultant, trainer and coach. He is president of Tom Borg Consulting LLC. He works with the managers and employees of businesses and non-profits in the area of professional development and customer service training. He is the author of the book/cd "Making Service Count". He earned his bachelors degree in administration and his masters degree in Educational Leadership at Eastern Michigan University. You can contact him at: 734-812-0526, or visit his website at www.tomborgconsulting.com Click here to visit Tom's website   Forget the Recovery Its a Transition Treat Little Customers Like Big Customers How to Profitably Thrive on Change in the 21st Century Setting the Pace for Delivering Outstanding Service How to Thrive on Change in the 21st Century |
Related Forum Posts
Re: Two Useful Books To Help You Focus On The CLIENT
- Hi David,
To add to your thread, I'd like to recommend Jonathan Tisch's "Chocolates On The Pillow Aren't Enough: Reinventing The Customer Experience".
Tisch's book includes content on "Welcoming Customers", "The New Art of Customization", "The Challenges of Customer Diversity" and "Offering Something Extra to Your Customers" to name a few.
How to Do Great Marketing with (Amost) No Money
- I've given this presentation to CEOs many times. Now i can share it with you. But I cannot because I do not yet have 20 posts.
Jeff Ogden, President
Find New Customers
Re: Are Business Owners too Old School to be Sold by a blog
- [quote:140e27hj]Customers Pick Static Documents over Blog Entries 8 to 1 on Average[/quote:140e27hj]
Interesting study. Just as a commenter said on your post... don't call it a blog. I agree.
Re: pitching
- Friendliness is closely related to the concept of "permission marketing" as articulated by Seth Godin. The subtitle of his book says it all:
"Permission Marketing: Turning Strangers into Friends and Friends into Customers."
The old method was "interruption marketing" where you suddenly get an ad in your face whether you want it or not...
20% increase
- One of my businesses uses a system to help business owners manage customer relationships and encourage more referrals.
I'm finding that this economy is making business owners take a second look at their business and it's assets (aka customers) to see how they can leverage them. Make those Customers (one-time sale) into Clients (repeat sales). I'm finding them more open to having this discussion with me and the results are speaking for itself.
Everyone I've worked with so far has seen at least a 20% increase in sales or referrals within 4-6 months all done by managing an existing relationship.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: Milly Sonneman, Effective Presentation Skills Training
February 2012 Top 100 Leadership Experts to Follow on Twitter
Please Stop Calling it Coaching!
Measuring the Quality of Your Hires
The fine line 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.