Want to grow your business? Make February your unofficial “Love Your Customer” month. To that end, this month I’ll be writing about four things you can and should do to win your customer’s heart.
The simple fact is, without customers, you’re out of business.
All too often, we treat customer satisfaction as a separate activity, instead of weaving it into the very essence of our business. Today I’d like to suggest a mindset shift that could make all the difference in the world…
Think of respect as an actual product you offer in your business.
Can you afford unhappy customers?
Nine out of ten unhappy customers will leave without a word. They won’t tell you they’re unhappy, and they won’t tell you what you could do to fix the situation.
But they will tell their friends — often broadcasting their dissatisfaction through social media —creating a negative publicity nightmare for you and your business.
The solution is a policy of respect. From first contact to final payment, no matter where they fall in your sales funnel, your customers need to know that in every contact with you they’ll be treated with respect.
One rule: The Golden Rule
All too often, particularly for entrepreneurs, the bottom line is income. It’s easy to adopt a “whatever works” policy. But that’s not going to win your customers’ hearts.
They’re looking for solutions to their problems. Make that your priority too, and your customers will love you for it.
Even better, you’ll set yourself apart from all your competition.
So how do you prioritize your customers and still get a good return on investment? Three things: honesty, honesty and, well, honesty. Let me explain…
Three things that demonstrate respect
1. Honesty above reproach
We’re marketers. We’re always looking for the golden benefit that will capture the marketplace. But we need to be honest about it.
I’m reminded of Avis’ classic ad campaign, created by Doyle Dane Bernbach in 1962. The market was dominated by Hertz, and everyone else was a mob pack vying for consumer attention.
Claiming a number one spot was out of the question, so Avis claimed, “We’re number 2. We try harder.”
It was a stroke of genius because of its sheer honesty. But what makes it work is the way this confession is interpreted: We know we aren’t the best; but because we know it, we work harder for you.
Don’t be afraid to be honest about your strengths and weaknesses. Just make sure you present them in a way that creates value for your customers.
2. Full disclosure
You’ve seen the ads for revolutionary new medicines. They sound like wonder drugs — until you hear the disclosures. Risks may include heart attack, internal bleeding, death…
Wow! I’m glad I read fine print!
And don’t get me started on the airbrushed models who are supposed to be showing me what I’ll look like if I use this or that make-up.
Some industries are required by law to give full disclosure. But all of us ought to do it. By telling our customers exactly what to expect when they work with us, we build trust.
Of course, this really is an extension of the call to honesty. We should never overstate our promises to the point of dishonesty. We should never promise more than we can deliver. There should be no surprises.
Out of respect for our customers, we need to be clear about what we can and can’t do. If it means the loss of a sale, so be it. In the long run, being trustworthy will earn more business than promissory advertising that doesn’t give the whole picture.
Which brings me to the final point…
3. Toning down the hype
Hype with no substance is a lie. And sadly, it’s still going on in a lot of marketing. It really is possible to tone it down and still be persuasive. And it doesn’t take any more work.
Take the time to study your ideal prospect and your product. At whatever point your prospects’ needs coincide with your product’s benefits, you’ll find all the hot buttons you need.
- Present your benefits honestly.
- Never make a promise that can’t be proved.
- Give the whole picture — the good and the not-so-good.
In the long run, you’ll come off as honest and sincere, which will build trust. These days, it’s trust that makes people buy.
photo credit: A m o r e C a t e r i n a
