Do you give your customers enough love?
Customers crave attention and personalised service and many small businesses have a lot to offer in this area. SMEs should ensure they capitalise on this strength by showing their customers how much they care. Happy customers can significantly boost your referrals - one happy customer tells a colleague and before you know it your business' name gets around.
Use these tips to ensure you're giving your customers the attention they deserve.
Listening is the best attention skill you will ever have - nothing beats having someone listen to what you say. It sounds quite basic but it is often easy to get sidetracked with the sales pitch or payment reminder. So when your customer is talking to you, pay attention to what they are saying and don't let your mind drift. An open mind is also a valuable asset to bring to any conversation.
Keep in mind that listening is not just about hearing what is being verbalised. A really good listener also considers what has been said so as to stimulate discussion rather than one-sided dialogue. Also be alert to what is not being said - body language gives a lot away. Read your customer's body language to establish if a particular subject causes discomfort or interest.
Reflect
Repeat what your customer says. It is a good way to demonstrate that you are listening and value what is being said. By reiterating the conversation in your own words you can confirm your understanding of the discussion and reassure your client they are being heard. It is a particularly valuable tool for non face-to-face communication like email or telephone.
After any conversation, take time to reflect on what was said, any concerns raised or solutions discussed. A bit of distance can help you pick up on cues you missed during the exchange and approach issues with a fresh mind. Also, a quick follow-up is always valued. It never hurts to follow up a meeting with an email noting these points and providing your initial thoughts, particularly if you have any additional suggestions.
Language
Using the same lingo is a great way to effectively communicate with your clients and put them at ease. Without sounding forced or condescending, aim to adopt the same language and way of speaking as your clients. You also want to make sure your language is free from jargon and business talk. Your intention should be to connect with your client on a common level, not bamboozle them with big words. Although jargon is unwelcome, it is important to be up to speed with the synonyms and shorthand of the industry so you don't lose the thread of the discussion.
The right language and tone of voice is also extremely important, particularly when you disagree with your client. You need to choose the best words to communicate your point-of-view without appearing condescending or dismissive. Be honest without being confrontational and always be polite.
Be genuine
Real people want to deal with real people so be genuine. Don't try to be the person you think your customer wants because most people can tell if you're being dishonest or putting on an act. Be natural and genuine while maintaining your professionalism.
Also, don't have a conversation while considering the best time to slip into your sales pitch. Chances are your customer will see straight through it. Genuinely listen to your customers and don't lose concentration. They want to deal with a person not a salesperson so work on the relationship before the sales. Your aim is to start a strong relationship with the client and that is all but impossible if you're putting on a persona or perpetually acting the salesperson. If you're successful, the sales will follow.
Focus
Focus on the client and not yourself. It is very unprofessional to dominate a meeting with details about yourself or your business so try to keep the discussion focused on the customer. Emphasise how you can help your client rather than providing long-winded spiels about your business. Similarly, keep your personal life out of it. Even if your customer starts telling you about their family problems or weekend activities, keep yours to yourself. After all, it is a business relationship, not a personal one.
Providing attentive service to your customers will improve your client relationship and increase your business referrals. If you take a little extra time to pay your customers some attention, it will pay off in the long run.
Are you unsure if your customers are satisfied? Read Great Expectations >>
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