The worst customer service. (cont...)

Thing 3: The secret question

I'll just take a step back here and let you in on a secret. This secret is incredibly powerful. It can save and make business owners thousands and thousands and thousands of dollars.

And it is top secret because I don't think I have every seen a business owner use it. Ever.

So here it is. It's a question you have to ask every single customer that deals with you. Move in closer so I can whisper it.

"How did you find out about our business?"

That's it. Not too difficult to ask.

You have probably heard the old joke of "I know half of my advertising works, I just don't know which half."

Don't let that be you.

Chances are your business spends thousands of dollars on advertising - I once had a client who was spending the major part of his advertising money on Yellow Pages ads.

A quick survey showed that less than .3% of his customers found him through that ad!

Ask a very simple "How did you hear of us?" That's all it can take for you to evaluate what could be one of your major and most wasteful expenses.

Okay, let's move on

You've sold the tent and the knife and met the customer's expectation. Great!

Actually no. If you meet your customer's expectations chances are they won't be back. Meeting their expectations isn't good enough.

Thing 4: You have to thrill, excite and amaze your customer!

Then he'll come back.

Okay, slight exaggeration there. How about this?

You have to exceed your customer's expectations. Let's see that in practice.

So this is what the camping store might have done with Jack.

"Thanks for coming in Jack. We do appreciate your business. That's a very nice tent. The problem I often have with my tents is losing the tent pegs. Here's 6 free ones to put away - never know when you'll need them."

Rewarded behaviour gets repeated. That's why I buy my wife flowers. She rewards me for it by kissing me - viola!! More flowers next week.

Rewarded behaviour gets repeated.

Reward each and every customer you have. Only then will they repeat the behaviour you want. And that's coming and and buying more of your stuff.

Let's keep going.

Thing 5: Give an incentive for repeat sales

The customer is in your store and he's buying. That's fantastic for a number of reasons.

1. They know you

2. They know where you are

3. They trust you

4. They will have dealt with you before

Now those 4 aspects mean that the customer is much more likely to buy from you again. But that's not good enough. You are in business and you want every customer that you can lay your hands on.

It's your success we are talking about here!

Get your customer into some sort of loyalty club. If my favourite Japanese restaurant down the road can do it (buy 10 coffees and get one free, buy 10 sushi's and get 1 free, etc), your business can too.

"Jack, love the tent! Because you like camping and you are one of our customers, you are eligible to join our "Junior Explorers Club"! You get heaps of free stuff - a free map of local bushwalks, a "Survival Tips" booklet, discounts on entry to the local zoo, a newsletter sent to you every month, a cool membership card, free entry to our monthly "Bushcraft Alive" nights, and a discount of $10 for every $200 you spend here!!

It doesn't cost anything to join and you can do it right now just by filling in the easy application form!"

Jack would be a "Junior Explorer" in about 5 seconds flat!

Jack wouldn't dream of ever buying any camping gear anywhere else, he would be going to those "Bushcraft Alive" nights (and buying the stuff the instructor sells there) and telling anyone who listens all about it.

Because he's now one of them. They own him!

Customer loyalty is gold. Previous customers are the cheapest possible customers you will find. They are the most profitable. They refer others. They act as a strong advocate for your business. Get you customer's loyalty!!

Read on for...

One thing you can't forget

Brendon Sinclair