We come to the end of “Love Your Customer” month. Each week we’ve covered things you can do to build your business by putting your customers first.
Today, we wrap up with a focus on long-term relationship. Let me start by asking a question…
Is relationship important, or does that introduce an element of “unprofessionalism”?
I’m reminded of the movie, Leap Year, in which Anna (played by Amy Adams) travels to Ireland to propose to her fiancé on February 29. As usually happens, mishaps abound, and she ends up hiring a small-town pub owner, Declan (played by Matthew Goode), to get her to Dublin on time.
Throughout the movie, Declan rarely calls Anna by her name. Instead, he calls her Bob.
It isn’t until the end of the movie that we discover why. Bob is slang for shilling, or payment. When Anna figured it out, well, let’s just say she isn’t very happy with how she’s been treated.
Do you see your customer as “Bob”?
Actions are always determined by our attitudes. So it’s critical that you have a respectful attitude toward your customers.
In this series of articles, we’ve been talking about things you need to do to build a stronger relationship with your customers:
- Respect them.
- Provide extreme value — even if it costs you.
- Offer stellar customer service.
What does it all boil down to? Treat your customers as people, not payments.
Your real business is solving problems
In order to stay in business, you’ve got to sell products or services. But the bottom-line reason your business exists is to solve a problem.
After all, if you don’t sell something that meets a real need, you’re not going to be in business for very long.
What does that mean for you as a business owner?
You have to constantly watch your focus. Before, during and after the sale, your job is to fill the hole created by your customer’s problem.
Service doesn’t stop at the end of a transaction or project
Good customer service affects every conversation you have with your customer. Great customer service extends beyond the contract or sale.
Stay in touch with customers after the sale. Follow up to see how effectively your work performed. Offer to help as necessary so they get the results they needs.
If you see an article that brings a customer to mind, send it to him. If you get an idea that he might find useful, shoot him an email.
Just make sure you motives are pure. Your goal is to offer value, not make another sale. Your customer isn’t stupid. He knows the difference.
Be the business your customer loves
As with any relationship, you can’t make someone love you. There are no buttons that will give you the desired response. Relationships really do take work.
But it doesn’t have to be hard. You just have to be real.
Treat your prospects and customers the way you want to be treated, and you’ll do well:
- Respect them as people, not a project fee.
- Listen to them, so you hear what they really need.
- Make no promises you can’t meet.
- Don’t merely deliver. Over-deliver.
- Listen some more. Be available if they have questions or problems.
- Stay in touch.
You don’t have to be best friends forever to have a great professional relationship. You do, however, need to understand that every customer is a real person. Treat them as such, and you’ll win their hearts.
Do that, and you’ll get your deepest desire as well: You’ll have loyal customers who keep coming back for more. Which means you can grow your business without significantly increasing your marketing spend.
If you ask me, it’s a win-win.
photo credit: Bobbie
