Make your customer feel known, understood, and appreciated at every stage of the relationship – before the sale, while you're reaching a deal, and after you've concluded the sale.
• Before the sale. Get to
know your customer's needs. In a retail setting good communication means
greeting customers by name and learning their preferences. Train your employees
to offer help, answer questions readily, and suggest new or alternative
products. In other businesses, make regular calls or visits to a prospective
customer, even if no sale is imminent. Use the opportunity to build relationships.
• Making the sale. Honest
communication while you're making a sale can be key to keeping a customer loyal
and happy. Be forthright about terms and conditions. Avoid over-promising, as
that leads to disappointment down the road.
• After the sale. Contact
customers after the sale. Follow up with a call to ask if they're satisfied
with the purchase. Communication at this point shows customers they're
appreciated, and is a great opportunity to deal with complaints. If there is a
problem, communicating well can help resolve dissatisfaction and create a loyal
and appreciative customer.
Remember, your customers are
buying an experience as well as your product or service. Good communication can
make them want to repeat that experience.
