Every time I walk down the streets of our main downtown business area, I’m struck by the number of businesses that have closed after a short time and those with “going out of business” signs in the window. Making a success of a small business is tough in this economy. Downtown business areas with small boutique shops, restaurants and bars have stiff competition from the larger restaurants near shopping malls with lots of parking and big-box discount stores.
You would think that business owners would double their efforts to give customers the best personal service they possibly could to keep them coming back. It amazes me how discourteous and indifferent some business owners and service providers are when a customer walks through the door or has a complaint. Some clerks and managers don’t even demonstrate the customer service basics. I don’t know if we are getting so used to punching keys on a smart phone instead of actually communicating with a human being, but I am going to share some secrets to growing your business and making customers deliriously happy without spending a dime.
1. Look at me! I could stop there and that would be enough. I was at a very upscale grocery store the other day. Part of its charm is a full meat counter with a butcher who custom cuts meat, fish or poultry to your liking. There is lots of counter help, and the butcher came over quickly to help me. After making my selection, he started to wrap it up…and start a personal conversation with another butcher at the counter. He wrapped up my order and handed it to me while talking to and looking at his friend. No, "thank you." No smile. No eye contact. No nothing! I got the hint he was done with me and that was my cue to get lost. When serving a customer, look at them until you have completed the transaction. Smile. Say thank you. If you don’t appreciate my business, I can always go somewhere else.
2. Talk to me! I had to take my car in for some service, picked it up after a few days, and then found that I had to take it back because the repairs weren’t done properly. Another day out of my life to take the car back, wait around, get another loaner, and then have to go back again. Yes, I was hot, and let my service tech know it. I’ve been taking my cars to this dealership for the last eight years. The first thing he said to me was that I was mistaken and they didn’t repair that particular part of the car. Lesson #1—you don’t win a customer by telling her that she is lying to you. After finally admitting that it was their fault, we walked back into the service department. He was walking in front of me and I barely heard him say, “…sorry about that.” I certainly deserved an apology, but talking to the air with his back turned to me was more of an insult. If you are going to talk to a customer, look at them and talk to them, not the wall or the ceiling or while looking at your phone for the next text message.
3. Smile at me! Saying you’re sorry with a stern look or glazed expression diminishes the effect. Don’t fake it, but your facial expression and voice tone should match the words. At the car dealership, the young man taking care of the loaner told me in an almost threatening tone to be sure to put gas in the loaner car when I brought it back. The least the dealer could have done at that point was pay for a gallon of gas for my inconvenience.
These are three simple things but must be huge secrets because I don’t find many people who know anything about them or demonstrate them at all. When I come across a business that does, they will have a new, loyal and happy customer.
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