Customer relationships are the
foundation of every business’s success. However, relationships aren’t built
from chance encounters at networking events, drop-in lookie-loos who visit your
business once and leave, or even one-time purchases of your products or
services. You have to nurture customer relationships over time.
In today’s competitive
business world, it’s now more important than ever to build customer
Why? When your
customers are happy and satisfied, they’re more likely to refer your business
or your products and services to their friends, family and colleagues. Strong
customer relationships can create brand ambassadors – people who believe in and
are excited about your products or services and want to tell others about you.
The benefits of word-of-mouth marketing can be priceless for your business,
because word-of-mouth recommendations are often more influential than
advertising or other types of recommendations.
Therefore, when you take the
time to build customer relationship, you can create loyal customers. And loyal
customers can become your best salespeople – helping you to increase your
company’s bottom line.
“The quality of your life is determined by the quality of your
relationships. The quality of your business is no different.” – Harvey Mackay
How do you build customer relationships?
Communication is a vital
tactic to building customer relationships. Think about it. Every relationship
you have in life revolves around communication – and it’s no different when
running your business. Therefore, here are some key points you need to remember
when communicating with your customers:
2. Talk to customers like you do to friends. Be polite, but personable. You’re not a sales robot after all. Make sure you use your customers’ names. Remember: Your customers are people – not just business deals.
3. Treat your customers like you want to be treated. Put yourself in their shoes. Give them the same respect and level of service that you would want.
4. Provide each customer with individualized attention. Every customer is different with different needs – so cater to them individually.
5. Get to know your customers. Learn the little details (e.g., family members’ names, pets, hobbies, etc.) about them and their lives. Use these tidbits in conversation. It can make a huge impact in building a relationship.
6. Take the time to listen to your customers’ needs and concerns. Sumesh Nair says, “Many relationship problems are rooted in a communication breakdown. These can be as simple as not really hearing what the other person is saying, because we get caught up in our own fixed perspective.” Practice patience and understanding. Look at concerns from the customer’s perspective.
7. When customers complain, offer a heartfelt apology. Work through the problem together to find a solution. However, be realistic and don’t promise more than you can deliver. Otherwise, you may disappoint your customer again.
8. Honesty is always the best policy. Don’t stretch the truth about your products or services. If you can’t provide a service, simply tell your customer. They’ll appreciate your honesty.
9. Communicate with your customers regularly. Ways you can stay in contact include: Meetings, phone calls, emails, social media posts, newsletters, videos, blog posts and more. It may take 7 or more “touches” before you build a loyal relationship with someone and turn them into a customer.
When you commit to
making the effort to develop long-lasting, meaningful relationships with your
customers through more effective communications, your business will grow and
become more successful in the long run.
To Your Success!
Jack Klemeyer, Grow Your Business Coaching
