Five Ways To Super Serve Your Customers
Automotive Digital Marketing
We have made it part of our core philosophy to super serve our customers. It’s the guiding principle in the decisions we make as a company and how we conduct ourselves as employees of that company. Things become pretty clear when you focus on a simple philosophy like, “I super serve my customers!”
Did you know that 93% of Americans say that businesses do not exceed their customer service expectations? If you are in a business that serves customers, there is a 93% chance that your customers feel you are not exceeding their expectations!
We thought it might help other car dealerships, and really any company that might be starting or struggling to define itself, to get a simple reminder of the top five ways you can super serve your own customers.
1. Always stay personal.The second you start thinking of your customers in terms of their dollar value to your bottom line, or as a part of a market segment you are targeting, you will be headed down a dark path that will not lead you to super serving your customers.
Customers of any company are people. Even when catering to other business establishments or companies, you are dealing with people who represent those companies. Those very people will make decisions based on their “gut feelings” and other uniquely human factors.
If you let an entire month go by without touching bases with your customers, you are well over due for a contact. Checking up on them, even when you have nothing to report or pitch, is the best way to get an early indicator of any type of issues that might be brewing with your relationship. You WANT to know if there is something they are not happy with or that they don’t understand. Only once you become aware of an issue can you address it. It’s like getting a screening for cancer — early detection is the key to beating it!
Don’t ever make the mistake of thinking that since your relationship with your customers is so good they will never leave. This is lazy thinking and virtually never true. One thing you can be sure of is that your customers are being sold on your same services by someone else. Only by continually interfacing with your customers will you be able to assure your relationship with them is secure. You will be able to find out who they are talking to and what they are being told. If you don’t have those conversations, you’re one step closer to losing your customers.
The bottom line is that big corporations view their customers as a number on their final balance. If you are not a huge corporation capable of losing a large number of your customers, then don’t fall into the trap of not maintaining a good personal relationship with them. The relationship is not over when you make the sale, it’s only just beginning!
Take time to learn what your customers like and what their kids names are. Reach out to them on special occasions and be the first to congratulate them on their accomplishments in business or life.
Only by being honestly personally interested in your customers will you be able to super serve them. Every one of your customers should be your favorite!
2. Keep it Simple Stupid
We know it’s not politically correct to still use that statement in it’s original form, but it’s true, and so we will.
Your customer has a job to do and they don’t want to spend a second of their day trying to figure out how to do more. The easier you can make your customers life, the happier they will be. Find a way within your business to make a selling point of the fact that your products or services are a lot less of a hassle to the customer than any of your competition. You will be amazed how many customers will sign on if you can just make their life a bit easier, even if you are priced higher.
Make it a never ending quest on your companies collective mind to continually be striving for ways to make things easier and simpler for your customers.
We, for instance, offer some services and products that are highly technical and require quite a bit of in-depth training for a customer to fully understand. We do not shy away from this fact in any way. We embrace it and continue to find ways to streamline and simplify our education to our customers in fun and simple ways.
Ingrain these words into your products and services – Usability, Clean, Simple, Direct – and you will be one step closer to super serving your clients.
Always be thinking about this subject because even if you might very well have the easiest to use product or service, you may not for long if you aren’t continually trying to take this concept to the next level.
3. Be Clear In Your Communications
When someone asks you a straight question, they expect a straight answer. There are very few cases when adding fluff or talking in circles is going to be better than giving a straight answer to a question in as few words as possible while keeping your response true and complete.
If you have a sales staff that sells by talking for hours on end until your customer just says yes out of frustration or confusion, you are not super serving your customers! Make it a point to instill in all of your employees a sense of being clear and concise in communication about your products and services to your customers.
Your a selling from a position of weakness if you try to talk your customer into something with fluff or jargon you know they do not fully understand. Super serving your customers starts the moment you first meet them and introduce yourself. You can begin to super serve your customer by clearly explaining what you do, how you can benefit your customer, and why you are better than their current supplier/vendor. Once you have done that you are done. The customers either understands or they don’t. If they don’t you clarify points until they do. There is no need to reinvent the wheel with regards to how you sell to your customers.
When one of your customers has a problem, make 100% sure you understand what their problem is before you open your mouth. Do not speak at all until you are absolutely clear what the issue is. Once you understand where they are coming from and what the issue is, only then can you truly resolve it. Do not assume anything!
If you don’t know the answer to a question, don’t answer it! This simple statement will help you stay true to your goal of good communication and your customer will respect you for it. Simply saying you do not know but you will find out immediately will continue to build trust in your relationship with your client. When you tell your customer you will find the answer you better follow through on what you said and get them the response they need as soon as possible.
By being honest, clear, and concise in your communication with your customers, you are on the right path to super serving them!
4. Be Available
This is something that big companies continually fail at and what small companies that are doomed to slow growth and possible failure are guilty of. Make sure that your customers can get someone at your company whenever they need them. This can be stressful to some people, but it’s a requirement of super serving your customers.
5. Sell Reality
Super serving your customers starts before you sell to them. The key to being great is being honest with the results your customers can expect. Yes, this requires that you do truly understand where they are at and what your capabilities are but if you are a professional digital advertising firm, this should be no problem at all.
By being realistic with your goals and deadlines, you will always deliver the results you promise, and this is the most important aspect of Super Serving your customers. They want results, now you just have to give it to them.
Track as much as humanly possible and provide as much reporting as possible. Your customers will be able to see that you are doing what you said you would do (and hopefully more!).
By following these fives steps you will be on the path to super serving your customers. Drive Digital Group is an automotive advertising firm that super serves all of our customers and we live these five points and more. If you are an automotive dealership with a dealer website, anAutomotive SEM campaign, struggling with Social Media Marketing or Reputation Management and are not happy with your current provider, then give us a call or contact us today. We will show you what service and results really look like!
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