It happens all the time… a customer who comes in and makes a small first purchase, turns out to be one of your best clients. She buys from you over and over again PLUS recommends you to her friends, family, and colleagues. It is important to recognize how much potential business each person that walks through the door could bring your company – and it is A LOT. Almost limitless…
Every person in your store could be a possible goldmine!
The tricky part is that you just do not know which customers are the possible goldmines and which are just, well regular customers. Follow these two rules to help you find and keep your goldmines…
Rule #1 – DO NOT JUDGE THE VALUE OF THE CUSTOMER BY THE SIZE OF THE TRANSACTION.
The woman who comes in to buy a small birthday gift may recommend your store to her best friend – who just happens to select and purchase all the corporate gift for your largest local business! Now, is her value to you the $29.97 she spent on the birthday gift, or the many thousands of dollars you could generate from the corporate business referral?
You MUST treat every customer, every transaction, every contact like it is worth thousands of dollars – because it could be! You just never now…
Rule #2 – NEVER TAKE OFF YOUR CUSTOMER SERVICE HAT.
I define customer service as “anything you do that makes an impression on the customer.” I realize this is a broad definition, but this about it for a moment. What you and your staff do outside you business makes an impression on your customers…for better or worse.
If you are a vibrant part of you community, volunteering, participating and helping people will notice it, appreciate it and reward you with their business. It is great customer service. Complaining to your friends about your problems at work is bad customer service. It make them uncomfortable and leaves a negative impression about your business.
If you are friendly and upbeat and positive about the things happening at your store people will be attracted to your store. It is great customer service. Telling a story at a party about the crazy old man who came into your store is bad customer service. The people you are talking to might laugh, but they are also thinking “I wonder if he would talk about me behind my back?”
Remember, when you or anyone on your staff is out in public impressions are being made. Make sure they are positive ones.