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Q: How can I keep in contact with my customers?
A: You could go the traditional route and publish a newsletter, sending it to your clients via regular mail. I find it useful to do this. I track the amount of new and repeat business I get after the mailing. I ask my customers "What made you think of me?" Often they'll volunteer, "I just got your newsletter and was thinking we could use you to speak at our managers meeting." Offer something valuable in the newsletter, don't make it just ads and promotion. Include a how-to article or advice from your area of expertise. If you have staff, they could contribute a small article or two. You could profile a customer and how you were able to help him/her. It doesn't take long to fill up a page or two.
Q: Are there ways I can keep in contact with my customers without spending a lot of money?
A: Try a postcard mailing to your list. That will save you significantly from first class letter postage. However, you can't get a lot on a postcard. We use postcard mailings when we have a special offer to a select group. We find postcards get read more quickly than letters. Another vehicle we've found beneficial is an e-mail newsletter. Collect the e-mail addresses of your customers who are interested in this. The beauty of an e-mail newsletter is it doesn't cost anything to mail. You can keep all your addresses as a group in your e-mail program. You don't have to worry about having a fancy layout. Just give them useful information on a regular basis.
Q: How do you keep track of your customers' information?
A: I use a contact management program to help me track my clients. I categorize them by type, so I can do select mailings. I can send useful information to those in certain categories. I can even generate the letter from this program, so I don't even have to involve a word processing program.
Q: How can I draw customers and prospects to my Web page?
A: First, put your Web address on everything -- receipts, invoices, brochures,
stationery, business cards. Then use something compelling to get them to look
it up. For example, we have articles from past newsletters that can be downloaded
from our Web page. You could also offer a free gift or discount if your customers
mention something specific from your Web site. People need some incentive to
look up your Web page. Give it to them!
Q: My customers are from all over the world. Sometimes I have a hard time understanding what they want. I don't want to be rude, but I need to understand what they want. How can I do this?
A: Most people appreciate it if you calmly and politely explain that you are having a hard time understanding their request. You must be certain you don't sound annoyed. Try something like, "Sir, I really want to help you. And I'm sorry, but I can't understand what you're asking. Would you mind slowing down for me? That way I can get you the information you want." If there is someone else in your business that speaks their language, don't be afraid to asking them to help. You may also request that they e-mail or fax their request so you can help them more effectively. The most important thing is to be patient and respectful.
Q: I've been told you should always call customers by name. I have customers around the world, so some of them have difficult names to pronounce. What would you suggest?
A: People appreciate it when you work to call them by name. If you don't want to butcher their name, simply ask: "Sir, would you say your last name for me?" Then repeat it to them until you get it right. Make an effort to remember it for the next time. I log the phonetic spelling in their record in FileMaker Pro. Sometimes it may not always be appropriate to call a customer by name. A bookstore owner shared with me that many customers in her store like to be anonymous so they don't feel uncomfortable about their book purchases -- for example, if they were buying books that revealed a personal trait, or may be considered risqué.
Q: How can I keep my customers buying from me?
A: They have to like your products, prices, and service. If you have the same products and prices as your competitors, you have to focus on service. Find out what kind of service your customers expect, then see if you can beat it. Sometimes it's simple things. If they expect your phone to be answered within three rings, see if you can do it in two. If they expect their shipment in a week, see if you can get it to them in four days.
Don't just decide what you think they want, ask them. Frankly, you'll be wrong more often than you think. For example, maybe you think they'd like a remodeled store. But they would just like you to sweep up the mess on the floor more often. You can get information via customer surveys, but many people are reluctant to fill these out. You can lead focus groups, which often yield good, specific suggestions. You can also make it a practice to periodically ask your customers "What could we do better to serve you?"
Q: I've heard from my customers that sometimes my employees are brusk and curt. Yet when I'm around, they sound fine. How can I get them to be that way all the time?
A: You need to spend time around them, and coach them when you hear them saying something that could be improved. Hang out in their area more often. Make sure you "catch them doing something right" and praise them for the good stuff you hear. And when you do hear something you don't like, break it to them gently, don't pounce on them. Often it works to take the blame: "I bet I never told you that I want us all to thank each customer for her business." "I know we talked about this a long time ago, but it's easy to forget." "I know it's hard to juggle in-person customers with the phone, but I'd really prefer we all stay focused on the person in front of us and let someone else get the phone."
Q: I have a couple of abusive, manipulative customers. Nothing I've done seems to work with them, they're always yelling, complaining, and trying to get me to lower my prices. What can I do?
A: You may have to "fire" these customers. No matter how much business they're bringing you, it's not enough to compensate for the headaches they're causing. They not only put you in a bad mood and add to your stress, but they're probably causing your staff untold grief as well. You can fire them politely by saying something like "Ms. Difficult, it seems that we've been unable to provide what you want. Our business isn't set up to be able to satisfy every need. I think it would be best for everyone if you found another supplier."
Q: Because of circumstances beyond our control, we sometimes can't deliver our customers' orders on time. They get really mad. I'm not sure how to best handle them.
A: Upset customers are part of every business. We all make mistakes. It's how we deal with mistakes that make a difference. In my presentations on this topic, I always suggest that the first thing you do it apologize for their inconvenience. Then empathize and finally focus on positive actions. "Mr. Customer, I'm sorry for your late shipment. I know how hard it is for you to keep the production line going if you don't have parts. I just checked on the computer and saw that the reason for the delay was that big snow storm between our plant and yours. The dispatcher isn't sure when the highways will be clear, so I'll check to see if we could truck parts through a different route. If that doesn't look good, then I'll check with some of our other customers in your area and see if they have any extra stock that they could spare to get your line back in production. Again, I'm sorry this happened, and trust that I'm doing everything possible to get you those parts."
© 1997 Morgan Seminar Group
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Rebecca L. Morgan, CSP, is a dynamic speaker and seminarist. She is the author of four books, TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling. For information on her speaking services, books, and tapes contact her at 1440 Newport Ave., San Jose, CA 95125, 408/998-7977, 800/247-9662, fax: 408/998-1742, rebecca@RebeccaMorgan.com, www.RebeccaMorgan.com. Please contact Rebecca for permission to reprint or repost this item.
Personal Productivity/Time Management | TurboTime | Customer Service | Professional Selling | Management/Communication | Training | Motivational
Morgan Seminar Group | 1440 Newport Ave. | San
JosÚ, CA 95125-3329
(800) 247-9662 | (408) 998-7977 | Fax (408) 998-1742 |
rebecca@RebeccaMorgan.com