DOING THE UNEXPECTED
In a recent blog I wrote about getting noticed and what you have to do to differentiate yourself. I still believe that your current customer base is your best source of new business, but you have to do the “unexpected.” The “unexpected” is what your customers will share with others. The following five items are ways to execute the “unexpected.”
➀ Go above and Beyond
Your customers have a level of expectation when purchasing your product or service. Customer loyalty and referral come when they experience a consistent service that goes above and beyond their expectations. My favorite example is still the story about the air conditioning repair person that cleaned the rain gutters while on the roof working on an AC unit.
➁ Include something extra
Most everyone likes to receive a free gift, thus a great way to invest in a long term relationship with your customer is to throw in a small product or additional service at no charge.
➂ Ease a pain
All customers have pains or needs in their business; it may not always be the product or service you are providing but something totally unrelated. For example, you may refer a provider that can satisfy that need even though you will not be immediately compensated.
➃ Over correct a mistake
It’s impossible not to have something go wrong with a product or service you provide. It may not be your direct fault, but since you provided the product/service, you are responsible. The current acceptable procedure is to offer an apology and perhaps replace the product. In this case you should try to do something extra that will leave your customer better off than he would have been had the initial product worked.
➄ Become personally involved
Our current fast paced environment makes many people feel like a number instead of an individual. When a customer feels as if you are taking the time and interest to personally get to know them and to follow up on the product or service they purchased, they often become your customers for life.
The human touch, like a phone call or a personal visit is priceless in the world of building referrals. Make the effort to always reach out with a human touch.
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