Laura's Issue 3 Newsletter
What Makes You Special?
Newsletter One person said, "It is difficult to retain customers - even if I do cartwheels!"
Communicating the distinct reason a prospect should do business with us is crucial because:
*If I cannot articulate what makes my business unique neither will my employees!
*If my employees cannot articulate what makes our business unique, customers and prospects will not see it!
*If customers cannot articulate what makes our business unique, there is Zero chance of them referring others to us!
Where do we begin in designing a business that stands out in a competitive world?
Exceed expectations with Core Principles:
- Phones answered immediately by a positive, enthusiastic person
- Calls will be returned in a timely manner
- Transactions processed quickly and accurately
- Hire and retain top quality employees. Make sure they have needed education.
- Promises are kept
- Customers are consistently educated regarding the intricacies of your product
- Leaders and employees are available (no person is too important to handle a customer interaction)
- Rates are reasonable (in the fantasy world we could really control this)
- Professional Communication style. I was scolded by a professional speaking coach for using language such as "you guys", "gonna", etc. Sloppy language is unprofessional.
- We communicate with customers on a regular basis. Don't send the message that we only love them until we have them.
- Listen to customers
- Present a professional atmosphere. Remove stacks of files, etc.
- Dress in a professional manner.
- Regularly and consistently thank customers for doing business with us.
- Greet every person that enters the establishment
Don't just assume these basics are happening in your operation. We need to each spend the next week being conscious of whether or not we are impressing prospects and clients.
If you really want to understand what you are doing right and what could be done better implement ASK.
Every time a prospect contemplates doing business with you ask the following question, "What brings you to our company?" Prospects will communicate what is important to them. We need to consistently ask and listen.
We also need to interview customers that stop doing business with us. One lady that I called was short. When I asked her why she was no longer going to be doing business with us she replied, "You didn't say Hi to me."
I was taken aback. I recalled the last time I had seen her. She was making a payment. I was running to grab a file when speaking to a customer on a cordless headset.
I remembered thinking that I wish I could stop and say hi. I felt I was doing all I could. I now know it is possible for me to at least acknowledge every customer - even a smile and a wave.
That call ended with me apologizing. I was horrified that she felt unappreciated. I did not bother explaining why I had not communicated. The damage was done. I was able to make sure the customer understood that I was sorry to lose her. I asked for, and obtained permission to contact her in the future to discuss her returning to do business with us.
Once we have determined what our customers want we need to put that Unique Selling Proposition in writing. Here is the
sample from my business. We provide it in writing to every new customer and use it frequently when talking to prospects. You may want to make a poster to provide a reminder to existing customers.
Determine a clear uniqueness and put it in writing.
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