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Customer Management TipsHow you manage your customers can either be an asset or a liability for your business. While organized, sincere efforts to maintain customer relations can drive sales and build credibility, mis-managing your customers will always come back to haunt you. In this article you'll find some suggestions for building and keeping positive customer relationships. The Customer Is Usually Right Each customer with whom you work does you two favors. First, they purchase your goods or services, which puts the money behind your paycheck. Second, they give their business to you instead of a competitor, which often serves as a subtle reinforcement of your sales and marketing. Because each customer you have can serve as a reference to new prospects, keeping that reference positive must be a priority. If a customer wants something, deliver it. If what they ask for is not possible, offer something else instead. Never tell the customer "no" outright, regardless of how outrageous their demand may be. In the same vein, never tell a business contact that they are wrong. This is a rather vague guideline, but establishing a pattern of saying "that's possible, but I think..." instead of "No, this is how it is...", will always soften the blow. Keep In Touch Pleasing the customer in a business transaction does not guarantee lifetime customer satisfaction or loyalty. A business relationship requires regular attention. On a regular basis, remind yourself to send an e-mail or place a call. Make small talk and ask how business is going. Better yet, mention a new product or service that you can offer - suddenly customer management could bring in new business. An important rule with keeping in touch is not to overdo it. Call or e-mail your customer too often, and it may seem like nagging. Consider variation in your customer "touches" too - a call this month, a newsletter next month, etc. Document the Relationship Good customer relationships can work for you. Success stories, case studies, or even one-liner quotes can become part of your marketing and sales materials. New prospects love to see this kind of credibility rather than just hearing about it from the lips of a salesman. Use CRM Software You knew this suggestion was coming - use customer relationship management software to plan, track, and analyze the relationship. Not only does CRM software help you organize customer information, but you'll find it helps you set a pattern of customer management in your day-to-day business practices. Software is often a small investment compared to the time and energy that it can save. |
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Copyright 2006 by Erudite Systems, Inc. |
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