When potential customers come to you, whether it’s in person, on the phone, or on your website, they’re expecting your attention. That’s true for your prospects — and doubly true for your existing customers.
You already know that your existing customers are more valuable to you than your prospects, right? Your continued attention to their concerns will ensure that you‘ll keep getting their business. They’ll also be more likely to refer you to their friends and colleagues. If you don’t pay attention to them, they certainly won’t pay attention to you
So how do you pay attention? Here are some ways:
- Be fast. Answer your phone/emails/website inquiries quickly. Measure it.
- Keep up. That means always updating your product technology, your website — even your logo, product literature, and packaging. Don’t do it capriciously or you risk a customer revolt. But thoughtful updates, based on your customers’ needs, demonstrate that you’re paying attention.
- Ask questions to your customers. How can you do a better job for them? Ask probing, open-ended questions, and be ready to respond.
- Don’t forget your employees. They’re talking with your customers every day, and they already know what you need to hear about improving your business. They’ll bring you that knowledge if you ask. And, just as important, paying attention to your employees demonstrates how you want them to pay attention to your customers.
- Keep your place of business clean and well organized. Customers must be able to find who or what they want easily.
- Use eye contact and acknowledge visitors, even when you’re busy helping someone else.
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