My family have always been fussy eaters but never more so than when they’re ordering steak. Mrs Ames likes it rare with a dash of French mustard; son #1 likes it rare but has to have a sauce on it; son #2 can’t eat it unless it is medium well done with a heavy sauce; daughter can only have plain steak but it has to be medium and me; the bluer the better.
So what, I hear you cry. Well just imagine an Ames family trip to a steak house and all of us being served identical steaks. Quel horreur! Chances are at least two of us would not be happy campers and so more likely to bad-mouth the restaurant or give the place next door a go next time we fancied some meaty comestibles.
Now consider how you serve your “steaks”. If you provide your offering in the same way to everybody you stand a real chance of letting somebody down; similar to a failed trip to the local steakhouse for the hungry Ames’s.
In fact the way in which a product or service is served up heavily influences which way the game goes: deliver what you sell in a way the client prefers and its one nil to you; the other way around and it’s a draw at best.
So what’s an honest broker like you supposed to do about this? Let’s go back to the restaurant for a second visit. The waiter delivers the menus, tells you about the specials then goes away again giving you time to decide. They don’t hassle you and they don’t try and shoe-horn into taking their choice.
A little later they return to answer any questions and take down every detail of your order; they don’t just write down “5 steaks”. This is the nub of it all really. After you have found out what your clients want press on and discover how they would like it delivered and then make a note of it. That’s why God invented customer relationship management systems!
Typically you should look at these 7 key areas: -
- Communication: how often, the method (face to face, telephone, email) and style (no-nonsense, relaxed, friendly).
- Intervention: do they want you to deliver and clear off or do they want you to continue to be involved after the sale even if it is to see how things are going on?
- Omissions: quite often people don’t want the full offering “I’ll take mine on brown and hold the onions”. BMW charge extra for this; cheeky little Bavarian devils!
- Customisation: moving one on from omissions give your clients some choices. The more bespoke you can make your offering the better it will fit and the more they will rave about it. Think Starbucks here; black coffee if you want it but if you want a customised cup of coffee you’ve gone to the right place.
- Driver or passenger: some people like you to drive the process by giving choices and expressing preferences others like to do it themselves. It is important to get this one right.
- Buying process: understanding what people have to go through in their own organisation when they want to buy something is crucial. You can quite often make the buying process much easier for them (and quicker for you) by understanding what “t’s” need to be crossed and “i’s” dotted.
- Interests: and finally what are they interested in both professionally and personally. The more you know of what they like the more you can tickle their individual fancies. This is probably the most important of all – get it right and your clients become one step away from being your friends after which everything changes.
So here’s the skinny on great customer care: it’s probably a good idea to understand your client’s needs and preferences, make a note of them and then aim to meet them every time you sell them something. Not really rocket science but since most people can’t be arsed to serve up anything other than “medium rare” just making the effort puts you ahead of the game.
Hello client loyalty, big revenues and client referrals; good bye indifference, serious competition and hard times.