I have seen too many companies that collect information at trade shows and meetings that then fail to follow through with a call or mailer. Why collect information from people who stop by the booth and then just add it to the database for some future use? What purpose is served when a customer service representative takes a note to be passed on to a product manager or technical specialist and that customer is never contacted?
Whenever I am asked about the best strategy for growth I tell people: stop losing customers. Everyone loses customers. It happens. Not everyone will be a raving fan. The trick then is to lose fewer customers, or a smaller percentage, than you competition. In "How to Talk to Customers" Diane Berenbaum and Tom Larkin describe the Magic system.
Magic: Make A Great Impression on Customers
If you would like a more in-depth look at the Magic system, you can pick up a copy of "How to Talk to Customers" or read the two-day interview at Customers Rock! Day One & Day Two
If the majority of companies are ignoring their customers, then you will be ahead by not doing that. If the majority of customers give just enough service so that they are not seen as bad, then you need to do more to be easily seen as better. If inattentive management runs the majority of businesses, then you will be miles ahead by paying attention to your customers. Sure, it takes more work, but the rewards are that much greater.
My friend Jim Obermayer, who I have not seen for a while, has a great business he calls "Sales Leakage Consulting." He works with companies to help them see how they can do better at following up with leads. He has also written a few books on the subject. If the company title does not give you the appropriate image then a few minutes with Jim will do wonders for you. If you call or email him, test his 48 hour (2 business days) commitment. Tell him I said, "Hello." If he fails to get back to you in 48 hours let me know. I'll use it to pester him the next time we have lunch.
If you need more information about how to treat customers, you may want to visit:
Today's blog by Krishna - We must be talking to the same people - Business Etiquette
More from Krishna De - Making a Great Impression With Customers
Drew's Marketing Minute - Concentrate on the old this week
More from Customers Rock! - Growing Business the Old-fashioned Way
Thank you, Roger, for the references! Thank you also for advancing the idea about taking care of our existing customers. Without them, we don't have a business!
Posted by: Becky Carroll | July 27, 2007 9:12 AM | Permalink to Comment