Customer Relations

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Customer Relationships

When was the last time you bought something from a person you didn't like? It doesn't take much energy to say "no" when faced with a salesperson who is obviously only interested in how you can fill his or her quota. They are usually jabbering on about product features and why you need them and are too busy to listen to what you might actually need. The most successful companies and salespeople are those who listen to their customers more than they talk. Sales and customer service training are vital to building and maintaining a positive image. Training should incorporate elements of listening, empathizing, and problem solving, in addition to the standard elements of product features and clear communication.

Know that everyone in your organization who comes into contact with anyone outside is an ambassador and, in effect, a salesperson. Even your accounting staff is making an impression on vendors, suppliers, bankers, and countless others who might either become customers or make a customer referral for you. Referrals are a critical part of any business. Encourage and train your staff to treat every contact in the same courteous manner as you would a customer. It will make a good impression.

A dissatisfied customer will tell at least nine other people. Some experts say that the number is closer to 20. At the same time, we're lucky if a satisfied customer tells a handful of others. The latest research shows that not only do dissatisfied people tell others, when those people pass it on the story gets worse in the telling. This is important news when we realize that our companies and organizations exist because of our clients and customers.

When customer conflict looms, the best strategies include listening for understanding and maintaining respect. You have the opportunity to build and strengthen good customer relationships if you handle the conflict well.

PS: Don't forget that you are a customer of many suppliers. It doesn't hurt to be a good customer as well as a good supplier.