Customers’ First!

As a famous saying goes, “It takes months to find a customer… seconds to lose one.” And, losses are never good news. Look at some of the most successful and established companies – they put their customers’ first!

But while you make that perfect pitch to win the customer, what is it that persuades the customer to stay with you for a longer period, or rather, forever? As Steve Jobs said, and I cannot agree more: “Customers don’t measure you on how hard you tried, they measure you on what you deliver.” 

With 20 plus years in the IT/telecom industry, and with one of my core expertise being sales, it did not take me too long to realize that the success of any business does not lie in just creating customers, but it is most important to build goodwill and retain them as well. 

The best way to grow your business is not just to bring in new clients’, but to ensure repeat business too. Also, consider this: To win your customer the first time, there are several negotiations you may do. But chances are higher for a return customer willing to spend more because there is a reason that brings them back – they have experienced the benefits of your offerings/services.  

Retaining customers

Some of the key objectives that you may want to consider after you win a customer. Because if you are reading this post – it means that you do not want to just win a customer, but you want to retain them.

• Set your expectations real and right the first time. You never want to over-commit. Unable to deliver as promised only leaves your customer dissatisfied. 
• Focus on your customer. Make best efforts to understand his requirements, related challenges and offer the finest solutions. Check on their experience post the contract so that they know you care for them, and it is not just about making a sale.
• Similarly, do not forget the customer! Your relationship with the customer must be consistent. Find your best ways to stay connected and keep them informed about various offers and benefits all the while. This only makes the customer feel valued.
• Be open to feedback of all kinds. Regularly conducting a focused survey could be a good idea. But ensure that you look at each result independently. This could be one of the most effective ways for you to understand how you can best meet customer expectations. 
• In the present times that we are in, social media is one of the easiest and greatest ways to stay connected with the existing customers – in fact even reach out to the potential ones – real-time. With most customers active on social media, it allows you to engage with them collectively on a common platform.      
• Defend less, and own up to your mistakes more, and offer the next best solution. Did you ever falter at some point, which certainly left the customer unhappy? And, what did you do next? Your approach to such situations is important. My advice: Do not exaggerate the situation. Accept if something went wrong at your end; be transparent, take responsibility, and explain the situation; and be quick to offer a solution. 
• Be it your smallest customer or the largest, offer them a bonus for being loyal to availing your offerings. This could be in the form of some value add services, conduct more skill base training at no cost, or some other attractive incentive. 

The above are certain suggestions. However, there can never be a standard formula for winning customers for more than one sale. Hence, it is crucial to stay closer to each customer to understand them better and customize your approach accordingly. 

For a successful business…

Research indicates: What differentiates a successful business from an unsuccessful one is how the customer is treated. Having said that, the mission statement for any business venture should focus on customer gratification. And, to achieve that, the business must emphasize on customer-focused strategies. 

Studies indicate that many organizations fail to live up to the commitment they make to the customers. One major reason here is over-commitment and the inability to match the set expectations. 

One seasoning that businesses can add or rather must add to their operations is to provide customer-focused training and development to employees. This will not only help enhance the brand value but will also drive incremental revenue. 

Recent global findings also reveal that top-performing companies take advantage of customer feedback nearly twice as much as lower-performing businesses do. Some food for thought! 

Undoubtedly, always look at ways to improve and upgrade. This is vital in building a customer-based business. Change is the only thing constant, and the market and demand for products/services are never going to be the same. Basis the changing market, you should consider upgrading your product and services. It makes a customer feel that their business growth and needs are important to your company.