Sensational Customer Relations: Follow Up With Customers or Lose Them to Your Competition!

Sensational Customer Relations: Follow Up With Customers or Lose Them to Your Competition!

By: Duane Cummings When it comes to your customers, "Silence isn't golden." Many of the sales and customer service personnel that come through my training courses had been working with the notion if they didn't hear any bad news from a customer, everything must be okay. Nothing could be farther from the truth. That silence, more often than not represents the sound of lost sales. Companies need to know exactly where they stand in the eyes of the customer before, during and after a contact or transaction. Many times it's easier said than done, but you need to be proactive. For many companies, customer follow-up is automated using an impersonal survey or generic thank you. Often the customer is limited as to what they can communicate in their response, due to the narrow scope of the topics that are addressed in the surveys. If there is no opportunity to speak with a live person, their feelings of frustration may turn to anger. To eliminate these issues, I do everything in my power to ensure follow-up is timely, personal and allows the customer to share any message they feel is important. By actively listening, we usually capture important feedback that can then be used to make the customer happy and improve our company. It doesn't matter if the news is good or bad; we want to hear their thoughts.Now, I'm not saying I have always been perfect when it comes to following up. However, I do understand the important role it plays in order for a business to become successful and it's a major part of my daily focus. I utilize a system that allows me to track every customer, what their needs are and if known, what method they would like me to use when following up. The three most effective methods for me are a personal email, telephone call or an in-person meeting. There are other methods for contacting or staying in touch with a customer, but I employ these three specifically for follow-up. Many companies invest in Customer Relationship Management (CRM) software to assist their employees. Unfortunately, I deal with very few that utilize it fully and effectively. Some company's only care about their top customers, others make decisions based on potential sales volume and then there are those who are just shooting in the dark. The strategy and plan you or your company should implement must fit within the current goals, values, and mission. Personally, my goal is to treat every customer like they are myonly customer. For me to fulfill that mission, I need to give enthusiastic attention to each one.I'd like to share a short story as to why "following up with your current or potential customers," is this week's topic and the impact it can have on you and your business. Earlier today I received a call from a golfing buddy of mine. Our regular group of a dozen guys meets at different golf courses every Saturday. Although I pay for a membership at a club near my home, I don't mind spending extra money to play new courses and socialize with my friends. As we spoke about tee times for the upcoming weekend, he mentioned that four of the guys had purchased a membership at a different course from mine. I was slightly upset, because I was hoping they would join my club. When asked why they made that decision, his response stunned me. He explained the course where they joined was the only one that followed up after initial contact. In these difficult economic times, when golf courses are starving for members, only one club out of three showed interest and asked for their business. I did the math and at one hundred and seventy-five dollars a month per person, multiplied by four guys, with a one-year commitment, that was a minimum sale of eighty-four hundred dollars a year. I say minimum because they may bring guests, eat at the restaurant, buy equipment or be members for the rest of their lives. The embarrassing part is two of the clubs that didn't follow-up are currently advertising a special on new memberships. So it makes me wonder,"How many sales are lost because a follow-up call was never made?"When I conduct training on the subject, many attendees say, "I don't want to upset or wear out the customer by constantly pestering them." It's ironic that when I called my club and spoke to the membership director, he said he wasn't comfortable contacting people because he felt as though he was pressuring and hassling them. Maybe it boils down to an untrained employee with the wrong perspective. Or, maybe they believe they have no value to bring to the customer. I know I don't like to be hounded either. But, if someone is trying to help me solve a problem or make a decision and uses a method of communication that I am comfortable with, then I don't look at them as a bother. Actually, they are giving me attention and making themselves available to provide sensational customer service. How many times have you wanted to utilize someone's products or services only to find you no longer have their correct contact info? If only they had sent an email, left a voice message or stopped by in person, you would have given them business. When dealing with a new contact, I may use all three methods and see which one they respond to. Give your customer every opportunity to advise you as to how they like to communicate or what they are most comfortable with.There are customer who don't want people to drop in. Others love the interaction and enjoy it when you stop by. many won't return a phone call, but will instantly respond to emails. The bulk of my customers are so busy, they can only be reached by cell phone. My system allows me to split time between all three methods, depending on potential, current needs and my travel schedule. If I am going to be in an area, I always try to meet in person because I can glean a great deal more from a face-to-face meeting regarding how our relationship is really going. No matter what, my goal is to do everything in my power to live in their world. You have already moved past the difficult part of the introduction, now take that relationship to the next level. Don't drop the ball when you are so close to the goal line and remember finding new customers costs more than taking care of existing ones. I'll leave you with an important project. Make a list of everyone you had contact with in the last month and ask yourself if you have followed up properly. If the answer is yes, you are in the minority and are a shining example. If not, please go back and call, email, or drop in to see them asFAST as possible before they become your competitions customers.http://www.articlesbase.com/customer-service-articles/sensational-customer-relations-follow-up-with-customers-or-lose-them-to-your-competition-4533025.html

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