Do you follow Be More Effective guru Debbie Mayo-Smith?  I often read Debbie’s column in our local HB Today newspaper and recently there was one that I felt I should share (with our added comment) as it covers points that we’re often debating with clients.

Is Social Media right for your business?  Will your business get a reasonable return on your investment of time, cost, energy?  Applying the acronym CRAP may be useful in clarifying your decision.

Customers
Considering business development, it takes the same amount of effort (resource, cost) to market and secure customers who have a higher spend.  I.e. Those who will use a $500 services versus a $100 service.  So where do you find the higher spend customers?

Results

The effort you put in must help you achieve your business goal.  In the case of social media, it takes a large amount of effort to do it correctly to be effective.  If the end result doesn’t meet your goal, would you be better off putting that effort to other activities, e.g. targeting existing customers rather than chasing new ones?

Activity

If your role is to bring in the income and develop new customers, is social media the best use of your time?   (Likewise, should you be fixing the copier, working on admin, etc, when there are other less ‘expensive’ team members available to do such work).  Keep your role objective front and centre and always ask, is this the best use of my time?

Place

Are your efforts directed in the right location?  For example, advertising in the right media where your ‘target’ customers are looking?  If your demographic is mature decision-making males, is Facebook the right place for your efforts?  Not likely. Just because social media is the ‘in’ thing right now, does not mean it’s the right place for your business efforts.

Article written by Dale Cowie 
Thanks to Debbie – for more of her tips and 500-plus how-to articles, see www.successis.co.nz

Not that long ago, I was in a busy outlet mall in Auckland.  The thing with me is I can try on a dozen outfits and walk out with nothing.  I headed into a shop and picked a handful of items to try on, as I headed to the changing room, a sales assistant came over and asked my name.  The whole experience was phenomenal, I was blown away that she remembered my name, and used it regularly.  She listened, was helpful, I walked out spending money I hadn’t planned on, and with clothes I loved.

So what does it take to give that outstanding customer experience?  Here are some tried and true tips.

Be a great listener
Take the time to identify what your customer actually needs.  Ask questions and listen to the answers.  Look at the words they use, their body language, their tone of voice. 

Know your stuff
When you and your employees fully understand the business you are in, you can truly provide what the customer is after.  Sharing knowledge, even with the most junior staff, is pivotal; that knowledge could answer the potential sales-breaker question.

Undivided attention
For that moment when you are talking with your customer, they are the world.  Customers don't buy products or services; they buy good feelings and solutions to problems.  Always use first names, treat them as individuals.  This builds good feeling and trust.   The fake smile may work on some people, some of the time, but people are intuitive and they will know if you are being genuine.

Don't be afraid to apologise
When something goes wrong, apologise.  It's easy and customers appreciate it.  While they may not be always right, the customer must always win. It is important to deal with any issues as soon as they occur; otherwise you run the risk of them getting blown out of proportion.  Any complaint can be turned into feedback to help the business grow.

Keep your promises

There is nothing worse than the feeling of being let down when someone says x and y happens.  Simply, if you cannot deliver what you say you can, then do not say you can. It is better to over-deliver than make a promise you can’t keep.

The extra mile

Keep your customers happy by giving them more than they expect, something they will not get from your competitors, or something unexpected.  Even if you aren't going to profit straight off, build trust and reputation by giving your customers something for nothing.

The little things
People want to talk to people, not an answer phone.  Answer your phone; better yet answer your phone with a smile on your face.

Training
Find a great training company and have your team trained in the basics of customer service.

Your customers are your business, so it is imperative to think of them as such.  Without customers there would be no business - when they’re happy they continue to work with you, and they help your business grow by referrals to friends and associates.

Article written by Kathleen Boyd.