1000 Business Lessons Every Businessman Must Know

Chapter 33 Service Management: Always Stand by the Customer (1)
[-]. Improve customer satisfaction

260. Make customers feel that they matter
Your communication will be more effective if you have shown the customer that you consider the customer to be the most important part of the communication.To demonstrate this, you can take the following actions.

1. Do not conflict with customers
When a customer's point of view is obviously different from yours, you should say: "It's funny that you would think that way." Customers may have a different point of view from yours. Tell them graciously that they are wrong, and you are more likely to get them to listen to you.

2. Inclusive of the customer’s point of view

If you tolerate opinions that differ from yours, customers will feel that their views are worth speaking and hearing.Just show them that your point of view is the same as theirs.The more you can accommodate your customers' perspectives, the more you show that you value them.

3. Don't interrupt or interrupt

Whenever you want to make your point, the temptation to jump in right away is too strong to overcome.But if you chime in, you give the impression that you don't think his words are worth listening to.You can silently jot down what you want to say (or, jot down the key words in a meeting), so that you don't forget your point of view, so that you can speak freely when the time is right.

When you treat people with honesty and show them that you value their views, they will feel respected and more likely to respect you.

261. Let Gu Like You, Then Like the Product

If you can make people see you as approachable and approachable, they will be more likely to like you for it.Communicating with people with popular and practical words is an effective way to gain the other party's favor.How to use this method?
1. Encourage customers to talk about themselves
This enables you to obtain information that you can refer to. "What do you think...?" By asking questions and listening to (and remembering) their responses, you can make people feel that their life experiences are beneficial to you.The next time you meet these people just mention a few striking examples to show that you care about them.

2. Show genuine interest

Asking closely related questions builds a good relationship. "What reminds you of that?" Paying attention to your customers' preferences and building common ground shows that you're connected. "I know you're disgusted by this..."

3. Call by first name
When talking with people, calling them by their first names gives the communication a personality, which is very easy and friendly.People's names are an integral and important part of a person's character, and using them in conversation shows that you care about them and see them as individuals.Not only does this make people feel important, but it also makes them feel that you are approachable and approachable.Of course, we should also consider whether the other party is taboo about this.

4. Believe that customers matter

Taking customers seriously is a core part of good communication.As long as you go out of your way to show people that you respect them, that they pay attention and appreciate what they say, you can make them feel important and you can "open the sesame door" into their hearts.

Whenever you feel that customers are important, you have to communicate that perception, which makes people feel more valuable.It also means they are more likely to work with you.When this happens, the communication can be considered to be at its best.

262. Act on the customer’s side
All salesmen hope that they can successfully market, but how can they continue to succeed in marketing?Some people will say that it is necessary to establish a relatively stable relationship with customers.But how can we establish a relatively stable relationship with customers?Then you need to do the most basic thing:
Act in the customer's shoes.

If you regard marketing as purchasing on behalf of customers, you will always think about what customers need now and what kind of products they need, so that you can provide suggestions to satisfy customers.

A lady goes to the fish store to buy fish for dinner. If the fish store owner understands her needs and advises her: "Madam, this is the right time for you to buy this fish. It tastes delicious and is not expensive. Believe your husband I must like it." This kind of appropriate opinion will definitely be adopted by her, and the business will be closed.In this way, customers are satisfied with the goods, and the business in the store is promoted.

Many marketers tend to blindly ask for price reductions in order to expand the market and satisfy the psychology of some customers who are greedy for cheap.While this is natural, it is not normal.Because, it is necessary to buy and sell in a way that both parties are satisfied and mutually beneficial, otherwise the transaction cannot be maintained.Price reduction is a double-edged sword. Although it can increase the company's market share in a short period of time, it will not only reduce the profit level of the company in the long run, but also make customers have a prejudice that cheap products are not good, and eventually lose the market.Therefore, enterprises must stand in the position of customers, purchase goods for customers, and provide customers with considerate products and services, so that everyone can be happy.Here are five things customers expect salespeople to do:

- Listen and learn.

— Extensive knowledge.

——Sell what the customer buys.

- Strong relationships.

——Persist to the end.

263. Treat customers like lovers

Young men and women in love will do everything possible to make each other happy and please them.In fact, this is a very normal thing, because if something goes wrong, it will cost a lot to break up and find another one. Besides, if he (she) really likes you, it will be even worse.

The same goes for marketers, who should treat customers like lovers.Because only by following closely and letting her have a little affection for you, can further development be possible.And in the process of serving, she needs to constantly improve the service, provide her with a very surprising feat, a very exciting event and so on.Only by firmly grasping every opportunity and serving her with heart can she feel that you are different from others, otherwise your chances of winning are small.

In such a situation where attracting customers is becoming more and more difficult, if you treat customers in the same way forever, with almost no difference in content and form, you will not be able to help customers generate value-added and new opportunities.In this case, it is completely impossible for him to establish a relationship with you with a high degree of loyalty. At most, he will just maintain the status quo, and it is very easy to be turned against by your competitors.Even if he doesn't leave you, you will find that your customer is of little value to you, and may even make you lose money.If the customer is not particularly valuable to the company, even if such a customer is loyal, it is not a customer worthy of your attention.

Therefore, we only treat customers like lovers, and win the hearts of customers through excellent services, so that customers can finally "put into your arms and enter the palace of marriage".

264. Heart-to-heart service and caring service

According to different levels of service, marketing experts are divided into two types: heart-to-heart service and intimate service:

1. Yuxin service skills

To satisfy customers, providing caring service is necessary.The next level of considerate service is heart-to-heart service, that is, no matter when and where, as long as customers need it, we can provide them with satisfactory services.Generally speaking, the service objects of Yuxin Service are general customers with a large number and low requirements.Therefore, the important feature of Yuxin service is comprehensiveness, providing basic services to all customers equally.

The service advocated by Yuxin Service also has the characteristics of consistency, standardization and quality.For example, for a bank, the services provided by the branches in each city are the same, and there will be no difference in service level due to changes in regions.For this reason, in order to achieve heart-to-heart service, it is necessary to train employees to make the service quality consistent.Companies like McDonald's, KFC, and Pizza Hut have done a great job here.

2. Intimate service skills

Yuxin service is aimed at general customers, while intimate service is aimed at the uniqueness of special markets, and develops a limited number of VIP service objects with high requirements. The services provided are characterized by refinement, dignity and specialization , such as personal business hotels, VIP wealth management banks and first-class airplanes, etc. are all models of caring services.

Since the intimate service is a VIP-level service with a small amount, the service must be segmented, differentiated, and satisfied by grouping.Taking gold card users of credit cards as an example, the printing quality of the bills received by gold card members is higher than that of ordinary members, and further professional consulting services are provided: users can inquire about detailed expenditure bills, and the bank even formulates for customers Financial planning helps users reduce unreasonable expenses, and these special services are not available to ordinary members.

265. Words used every day – no problem
Tem Corporation has a reputation among service-oriented companies.What makes them so highly rated?They attribute their success to a word they use every day - no problem. The words "no problem" are constantly moving up and down on the computer screen of their cash register, "no problem" is their response to any request from the customer, and it is also the main answer to this question.

If we introduce the notion of "no problem" into the business, we'll actually get our customers to treat us with honesty and integrity.Will it always be fine?the answer is negative!But this is not a reason for companies to resist adopting a service-oriented strategy.We have to realize that while the notion of "no problem" is a little risky, the statistical results show that the risks are small and the rewards are much greater.

The results of a survey show that low standards of service are not the biggest reason why customers refuse to deal with businesses.The indifference of merchants is the main reason why customers abandon merchants. Seventy percent of those surveyed said they would give up dealing with a company if they received a cold reception from employees.Because we cannot communicate with indifferent people.If they behave badly, we can respond, rebel, complain to authorities - and even take legal action.But if we meet someone who is aloof, there is nothing we can do.

266. The method of inquiry that should be adopted

1. Talk about products with your mouth, think about customers in your heart

Introduce products to different customers according to their needs and interests, instead of repeating the same words in a stereotyped manner, let alone reasoning with customers abstractly.If you meet those customers who hate other people's reasoning, they may contradict the salesperson and put you in an embarrassing situation.

At this time, a smart person should introduce the relevant situation of the product to the customer, and at the same time figure out the real needs of the customer in his heart, always think of the customer in his heart, and serve the customer sincerely.Only in this way, customers will agree with your service and happily accept the products you recommend.

2. Talk and do, move quickly

After knowing the real needs of customers, we should introduce the specific situation of the products to the customers, and at the same time quickly put the products in front of the customers, let the customers watch them in person, understand the quality, workmanship, packaging, etc. Commodities have a more comprehensive understanding.

Only in the case of talking and doing quickly, can customers be satisfied with their services, accept the services of salespersons from the heart, and buy goods willingly.

3. Present the product when making an inquiry

A small number of customers have a kind of resistance before they go shopping in the mall, thinking that the products recommended to them must be expensive or unsalable, so of course they will not accept the products recommended to them.

Therefore, when they come to the counter, or when they are close to the products they plan to buy, it is best not to recommend a certain product to them immediately. You can chat with customers, get closer to customers, and ask them about their purchase intentions. .Only after you really understand the purchase intention of customers, and then recommend suitable products to them, will they accept your service.

267. Taboos in talking to customers
When talking, the tone should be clear, the articulation should be clear, the language should be strong, and the frequency should not be too fast. You should try to use Mandarin to talk to customers.

When talking with customers, generally do not involve unpleasant things such as illness and death.

On festive days, avoid using unlucky words.

Avoid vulgar words in conversation.For example, when you go to the bathroom, you can say "it's convenient"; when you talk about pregnancy, you can say "you're happy", "I'm going to be a mother".

If a customer has some kind of physical defect, he should pay special attention to his speech so as not to hurt his self-esteem.

(End of this chapter)