If you want a small business that will grow, last and be immensely valuable in a few years - you have to become a master at one thing...
...and that one thing is "delivering outstanding, world-class customer satisfaction."
Sometimes we are so busy trying to get a new customer that we miss out really impressing the current ones.
And you know what happens? Your competitor impresses them with big promises... And they leave you for your competitor.
Sounds familiar? It sounds like dating to me.
Well, if you want to keep your current customers happy, loyal - and motivate them to keep buying from you for years to come, you need to do these 5 things.
1. Clearly identify their expectations.
No matter how much you think you know what your customers want - no one will know better than your customer.
As simple as this sounds, this is by far the greatest sin committed by small business owners. We focus too much on selling the product that we miss the needs of the customer.
Therefore you need to ask a lot of questions; you need to write down what they say word for word; you need to repeat it back to them to make sure you have it right - and then you need to ask them again later.
2. Meet and Exceed their expectations.
Once you know what they need, you need to be perfect at meeting their expectations.
The best way to perfectly meet their expectations is to go above and beyond what they ask for. This way if you miss, you will still have a happy customer.
Then you need to go back and make sure you met their expectations. Remember, don't leave anything to chance - your competitor is just waiting for you to mess up.
3. Anticipate their needs and desires before they ask.
This idea was made popular by the Ritz Carlton hotel.
As a matter of fact, one of my clients recently told me about an experience she had concerning the fluffy pillows she liked during her stay there. The way it goes is that she did not tell anyone she thought of this - but by the time she checked out, the attendant had a gift waiting for her at the front desk. It was one of the fluffy pillows!
You need to know your customer so well, that they feel like you are psychic in your ability to anticipate their needs. No...they need to think you are a jedi master at understanding the ways of the force.
The best way to accomplish this is to be observant, ask a lot of questions, - and most of all, ask their friends, associates, neighbors, co-workers, etc. about their likes and dislikes.
I know it seems a bit stalker-ish - but hey, that is how I got my wife to first notice me.
4. Create a system to deliver consistent value over time.
The idea is to pick 4 or 5 things that your customers consider valuable - then establish a system for delivering that value consistently month after month, year after year.
It can be a content packed email that goes out every week; or a call on special days or holidays; or a special calendar they get every year, etc.
The key is consistency, that looks spontaneous.
5. Keep providing increasing levels of value.
Not only do you have to keep delivering on the things your customers consider valuable - you need to find ways of providing increasing value for your customer.
Let's face it - old value gets stale. You need to keep coming up with new things year after year to keep the romance in the relationship with your customer.
It can be a new product, a bonus gift, more perks, a gift of appreciation etc. The idea is that your customers feel that you are as enamored with them now - as you first were.
There you have it. If you keep doing these 5 things with your customers - it will keep the flames of romance...er, the loyalty of your customers and your profits as high as ever.
By William Pena
Will Pena, MBA is the founder of a small business consulting company, Sapient Business Solutions Inc - specializing in helping small businesses to get more customers, close more sales and make more money in as little as 30 days.
