However, I am mystified by numerous methods businesses employ to erode client empathy. Too many organizations place sales ahead of client retention, thereby placing a void between trust and respect.
Smile
Aren't you bewildered, perhaps flustered, when you arrive at a physician's office and an apathetic, unsmiling receptionist greets you? Recently, I arrived at my chiropractor's office, and the new receptionist never looked me in the face. If you want to ensure that you lose a client each time, never smile.
External Environments
Many business professionals adopt an ethic that what goes in the office remains in the office, including clients. Dependent on your business, you will oftentimes see clients at a grocery store, gasoline station, religious order, or sporting events. Do not ignore them; they are people too! Your best referrals come from people who like you and enjoy doing business with you.
Voice-Activated Systems
Nothing is more frustrating than calling a utility company or credit card issuer that electronically requests a plethora of personal information only to be repeated when a live operator returns to speak to you. Alleviate time and frustration and seek information once.
Greetings
One of the best ways to create synergy is to send a simple greeting to a client. Examples are birthday, anniversary, and get well cards. If ever a time comes to reject one vendor over another, it is the one that cares less.
Names
Dale Carnegie once stated that the sweetest sound a person will ever hear is their first name. I cannot tell you how many times my first name is misconstrued for "Bruce." And, I cannot tell you how many companies I have dropped for similar reasons.
Internet Dog Days
I write this article with approximately five days remaining until Christmas. As yes, the glory days of rush and wait — and total frustration. Different from many, I avoid long lines and nasty people and only use the Internet for gifts. Believing the Internet to be hassle-free is a myth. There are numerous vendors that I do business with and those I have forsaken. For the latter, nothing is more frustrating then entering data, hitting the "submit" key, and having the system return with an error message, deleting all my pertinent data. I give up after the third time; life is too short. Your customers need not get caught in the electronic version of the Shawshank Redemption!
Sympathy
It is great to gain sympathy from an operator, but not so much when the operator discusses with me the myriad of times they have heard a similar plea. They inform me they are hamstrung to make a decision. Customer service is decidedness. Deter others from complaining; it sets a terrible example for clients, new and old.
Win-Win
There are instances where the client is wrong; the best is to have both parties seeking a win- win scenario. The worst is telling the client they are wrong and there is nothing you can do. Clients seek answers not additions to issues.
Clearly this list can continue; however, I wanted to provide a succinct review of the most imperative ways to provoke clients. In competitive times, we must seek differentiation and curb appeal. Customer service will never become Pollyanna, but if you and the staff are better prepared, and client retention is your mission, you will follow the aforementioned advice.
For more information, please contact Drew Stevens, Ph.D., at drew@gettingtothefinishine.com.
About the Author
Drew Stevens, Ph.D., is known as the Sales Strategist. Dr. Drew creates more revenues in less time. He is the author of seven books, including Split Second Selling, Split Second Customer Service, and Little Book of Hope. He is frequently called upon by the media for his expertise. Sign up for Dr. Drew's newsletter The Sales Strategist at (drew3-143901@autocontactor.com) and review his new book Split Second Selling at www.gettingtothefinishline.com/products.asp. Also visit Dr. Drew's Blog located at drewjstevens.blogspot.com.
