As a devoted student of Jeffery Gitomer, a leading sales and business coach, I think it is fitting this month that I give you a recap of my favorite article of his. All of us want to own or work for a company that is set apart from the competition. These simple elements, adopted by leadership and employees can turn any business into a WOW company. Everyone is friendly
It seems too simple to just say, “Everyone needs to be friendly.” What it really
means is there is good enough morale inside the company to make friendly possible.
If attitudes are down, friendly is impossible. For the past decade I have proclaimed,
“It costs no extra money to be friendly.” Everyone is helpful.
the help strategy that will work 100% of the time: “Tell me what you can do, not
what you can’t do.” Every time you tell a customer what you can’t do, it drives
them closer to the competition. It’s important to understand that just because
you can’t do it doesn't’t mean they no longer need it. Everyone is available.
someone is on a call, someone else helps the customer. No one in your company should
be too busy to help a customer. Having a voicemail message that says, “Your call
is important to me” is an oxymoron. If it’s so darn important, pick up the phone! Ease of doing business.
is the new 9-5. The easier it is to do business with you, the more of your customer’s
available dollars you will gain. Please don’t take my word for it, just ask Barnes
& Noble about Amazon. Amazon has taken over the book world (and the product
world) because they made it easy to do business: Click. Buy! Delivery beyond expectation
Whatever you promise for delivery, you must exceed the promise. Fast delivery is
no longer an option; it’s an expectation. Call ahead to warn of backorder.
never ceases to amaze me that companies will still backorder without prior notification.
Backorders with no proactive communication makes your customers angry – angry enough
to leave you and shop someplace else, like Amazon, where they tell you in advance
whether it is in stock or not and email you the status of your order. Getting customers leads and referrals.
may come as a shocker, but customers don’t want to buy your stuff, they want to
sell their stuff. Giving them business will help you earn theirs. It sounds simple,
but it is not easy. It requires knowing them better and knowing their marketplace
better. But once you do it, they will never stop talking about it, EVER. Value messages to help THEM
One value message per day (something that will help, improve, or inspire your customers)
will breed loyalty, not just WOW. Tweet, blog, or your choice of social media….get
your messages out. All things proactive
. I never have to worry
about servicing my car. The dealer calls me when its time. I never have to worry
about servicing my copy machine…they just shows up. My dentist tells me
when it’s time to have my teeth cleaned. Maybe that’s why I’ve been a loyal customer
for the past ten years or more to each of these companies, price notwithstanding. Jeffrey Gitomer is the author of
Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless,
The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little
Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green
Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal
Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or you can email him personally at firstname.lastname@example.org. Sheri Blaho
Sales & Marketing