Make Your Customers Too Embarrassed To Go Elsewhere
Article by Alan Fairweather
Let me ask you a couple of questions. Do you want your customers or clients to come back to your business and spend more money? Do you also want them to say positive things about your business to other people?
I think I can answer these questions myself – of course you do! Because, as you’re no doubt aware, it costs five times as much to find a new customer as to retain existing ones.
Unbreakable, oh yeah!
A quick story: A few weeks ago, I broke my reading glasses; well to be more accurate, they fell apart in my hand. As you’ll gather, I wasn’t too pleased, especially as I’d bought these super-duper, titanium, unbreakable ones that would last forever.
On the Monday, I took them back to the opticians. Turns out I’d bought them about two years before, however, the receptionist said she’d speak to the optician about them.
Later that afternoon, she phoned – ‘Mr Fairweather, we’re going to replace your glasses and I’ll phone you when they’re ready.’
Next day, Tuesday, she phoned to say that my new glasses were ready to be picked up. However, they closed at five thirty, and there was no way I could get there in time. ‘No problem’ said the receptionist, ‘I’ll drop them off at your house on my way home.’
The next day the receptionist phoned to ask – ‘Did you get your new glasses okay, are they alright? If you need them adjusted just drop by and the optician fill fix them for you.’
Now I don’t know about you; I think this is fantastic service. Not only did they replace the glasses and deliver them to my door, but they kept in touch checking that everything was okay.
They made the balance between the business side of this customer interaction and the human side. They made me feel special and that my business was important to them.
I’m due to have my eyes tested sometime soon, and I’ll probably need new lenses; guess where I’ll be taking my business?
I’d be too embarrassed to go elsewhere.
Your unpaid salespeople
So there you have it, if you want customers to return, spend more money and tell other people about your business – make them too embarrassed to go elsewhere.
You do this using logic and emotion.
It’s not enough just to replace a faulty product; that’s the logical business part of the customer interaction. Your competitors will be doing much the same thing.
You need to meet the customer’s human needs by showing that you’re interested in them and that you care. And that’s something your competitors are less likely to be doing.
Posted in: Customer service, Sales