Pay Attention!
Understanding client needs leads to loyal customers

Why do customers call us? Customers call for one reason: They want help!

Do we give them help? Well, we almost give them help. We give them H-e-l-l – Hell. They want help. We give hell.

“Our policy says.”

“She’s not here today.”

“I’m doing the best I can.”

“I’m either on my phone or away from my desk.”

Any computer that answers the phone, anyone placing you on hold for more than a minute without a valuable message, anyone unfriendly, passing the buck, giving an excuse or arguing is giving hell – not help – to the customer. What are you giving? And what else do you think your customers would like? Here’s a short list:

• Value – “I want to know that what I’m buying is at a fair price and will be supported throughout the length of my ownership.”
• Communication – “Let me know what I need to know, when I need to know it.”
• A positive attitude
• Reliability – “Be there when I need you.”
• Assurance – “Deliver when you promised. Have total product knowledge.”
• Empathy when something goes wrong
• Exceptional service as the norm
• Friendly interaction
• Immediate help – no one wants to “press one, press two,” no one wants to be placed on hold, no one wants a delay, no one wants it to be out of stock.

Know me, understand me, lead me, help me, serve me the way I expect to be served. Now!

Let’s define your customer. Overbearing, demanding, cheap, past due, wolf crying, disloyal, lying. And one more thing - paycheck! The customer provides ALL your money. It’s not your boss you need to be afraid to make angry. It’s your customer.

Every time you lose a customer and he stops doing business with your company, the net result from the loss of revenue is that your kids eat less!

Go home tonight and take a picture of your children eating. Make copies of the picture and post them on the dashboard of your car, your telephone, and your computer. If you don’t have children, go to your parents’ house and let them take a picture of YOU eating – same thing.

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com.

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