Newsletter ArchiveSUBJECTs:Are You Listening? - Customer Retention The Internet 800 Directory - http://www.inter800.com The Internet 800 Directory Newsletter This issue is for Friday, October 26, 2001 Table of Contents 01. Are You Listening? 02. Customer Retention Welcome to The Internet 800 Directory Newsletter. This week, for the first time, we will be including advertising in our newsletter. I want to thank these advertisers for their support of our efforts. We’re Talkin’ Serious” Bone Suckin’ Sauce ! Winner: “Battle Of The Sauces.” Created in true western North Carolina style. Tomato based all-natural, sweetened with honey and molasses. Order your Gift Box of six today for $39.99 +s/h. Toll-Free 1-800-446-0947 or online http://www.BoneSuckin.com *01 Are You Listening? When talking with your customers, listening is an extremely important ability. Did you know that the average person thinks four to five times faster than they can speak? We have the ability to think about numerous things at one time and most of us do just that. This can become a real problem if we do this while speaking with a customer. When someone is speaking to you, have you ever found yourself? Planning what to say next. Thinking about some future event. Deciding whether we agree or not. Sadly, we often listen with a line of attack in mind. We selectively listen for the information we want to hear in order to make our point. If you are concentrating on what you need to say next to control the conversation, then you are not focused on the customer and their needs. Failing to understand the customer’s decision-making process and desires can cost you the customer. To be a good listener, try these steps: 1. LOOK at the person who is talking and stay focused. 2. LISTEN, and don't interrupt. 3. ASK questions to find out more. 4. NOD, or say something to show you understand. 5. REPEAT what you heard in your own words. Remember building good customer relationships isn’t a chess game. Planning your next move or modifying your strategy while the customer is talking is counterproductive. If you have any thoughts on this subject or any ideas that could be helpful to the others in this group send them to me (Chuck Arning) at chuck@inter800.com "Looking for the perfect gift? Elegant, contemporary fashion jewelry by Rosselini® & PercheNo!, scarves by Descours. Corporate gifts & individual purchases. Call 888-767-7354 or visit www.nikaia.com. *02 Customer Retention Hopefully, we all understand the value of our existing customers. Simply put, it is usually easier to gain additional business from an existing customer than it is to find a new one. Having established that point, let's ask, "What can we do to retain these customers?" 1) Select frontline employees carefully. In your customers' minds, your frontline employees ARE your company. Your product may be the best of its kind, but it's the sales rep, customer service agent or receptionist that answers customers' calls that shapes the overall impression of your organization. Ideally, frontline personnel are problem solvers that make sound judgments under stress. 2) Make things easier for your customers. Don't assume your customers have extensive knowledge of your product or service. Help your customers by speaking and writing in "plain english". Be sure to have enough incoming phone lines and personnel to service their calls in a timely manner. 3) Be reliable. Simply put, do what you say you're going to do when you say you're going to do it. If problems prevent you from fulfilling your promise, communicate this with the customer. Customers are people and most will understand mishaps and/or obstacles if they are informed and the corrective action is explained. The problem is, many people fear making such a call, so instead the customer is left in the dark, opening the door for them to start looking elsewhere. Let's ask another question, "How can I sell more to existing customers?" Selling more to existing customers has two facets. Selling more of the same product (Deepening) and selling additional products (Broadening). Deepening: You may be surprised to find that many of your customers may purchase similar products from other suppliers as well. The reasons for this could be security of supply or simply to keep you on your toes. Knowing your customers total volume for this business, YOUR share of it, how the customer decides who gets what and how the customer evaluates your company's ability to meet their requirements are all vital pieces of information that will help you "deepen" your relationship. Broadening: Unless you have only one product, you should be attempting to sell upgrades and/or addional products as soon as the customer completes his/her first order. If you're launching a new product, begin by offering it to your existing customer base. An effective customer upsell plan doesn't just happen. It should be the result of a great deal of organizing and careful planning. Whether you work alone or supervise others, analyze the entire process. Ask: Is an upsell taking place? Why not? What is being done to ensure a re-order? Are you taking every opportunity to make your customer aware of the full range of products/services? Remember, every communication with the customer (packaging, billing, customer services calls..) can be an opportunity for additional revenue. George Paul (george@gotollfree.com) Banners? Pay-per-click? Why not target your market with links or information placed in relevant content? The Internet 800 Directory Newsletter offers direct access to business people who are interested buyers. Advertising: Information on how to sponsor this publication: Call 800-299-1879 Thanks for taking to time to review our newsletter for this week. If you know of anyone that might benefit from receiving this newsletter, send them to (http://www.inter800.com/news800/ ) where they can subscribe. All Contents Copyright ©1995-2001 The Internet 800 Directory Subscribe To The Newsletter: |