For the past few years the hot topics in many business circles has been 'Total Customer Satisfaction.' Although it has been widely accepted one must ask, is it really worth the time and effort? What is the payoff in dollars and cents to an entrepreneur, a salesperson, or even a sales organisation? Having read a number of books and articles, I can sum up this topics in one sentence. Customer Satisfaction is the result of delivering all that the customer is expecting before, during, and after a given transaction. I use the word "expecting," because today's customers are very demanding.
They expect quality products at fair prices with excellent service. They look beyond what is promised and are only satisfied if their expectations are met. A customer oriented person will go into every transaction knowing they have to under-promise and over-deliver. Meaning that they will promise just enough to make the sale, but then deliver more than the customer is expecting.
It is built into the sales process and price structure. Think of it this way, you go to the grocery store and pay for $100.00 worth of groceries, but the store owner gives you $110.00 worth. He planned on giving you something extra and you are pleasantly surprised. Customer Satisfaction by itself does not guarantee that customers will buy from us again or send others to us. So how do we make Customer Satisfaction payoff?
Simple! Use it as a tool to ensure future business. Have a pre-set plan of attack that will secure referrals and repeat business. It is much easier to sell to someone who has already bought from you than it is to create a new customer. We don't have to spend a lot of money on advertising or promotions in order to attract them to us. Repeat sales and referral sales are more profitable and are easier to make.
Here are a few
Change your mind set.
Realise that every customer is worth a lot more than the profit or commission on a single sale. This is because they may buy .....
Click here for access to the rest of this article ->