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This is from my book The Process (Die Methode) and is applicable and modifiable to all businesses.

Once someone makes the decision to accept your offer, it becomes time for you to shine by serving them. Many businesses look at this stage of the process as the “close.” There is nothing closing about this. This is the beginning of a new level in your relationship. You have just moved into a partnership of sorts with this person. Now is the time to really focus on helping them because they have stepped forward and said “I want to help myself and I am trusting you to be the person to assist me in this.”

If the person is choosing to become a customer of your offer, you need to ensure that they have the greatest experience possible with your product. You need to make sure they know all the ways to use it so that they will receive the benefit they are looking for. You need to provide the kind of ongoing service that makes them feel valued and cared about to such a level that they would never consider using a competitor’s product because they would know that they would no longer have you in the equation. People become loyal to people before they become loyal to products. They will forgive a product mistake much easier than a service mistake. (Consider an experience at a restaurant….you might have a bad meal and still go back, but if you have a poor service experience, there is a good chance you will not return.)

People become loyal to people before they become loyal to products.

The minute they place an order for your product, you need to set a time to follow up when they receive the product so that you can personally walk them through their first experience. The same day you need to also send a hand-written thank you note. These two simple and easy things to do will separate you from almost everyone else they do business with. They will put you above everyone in the service world and make you unforgettable. They will also give the new customer the ultimate in confidence that they made a good choice and set the expectation that you are dependable and will be there for them. This is invaluable for your long term relationship.

First experiences are the same as first impressions. They last a long time.

From a practical standpoint, you will be ensuring that the customer’s first experience is excellent. First experiences are the same as first impressions. They last a long time. An excellent first experience with your product will also ensure that they continue to use it and therefore ensure that the true benefits will be realized. This will lock the customer into you and your product for the long term and make your overall retention well beyond what most people experience in business.

The Process is available from Amazon in both e-book and soft cover format.


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