How to reap the big profit in return business! Break away from the pack with this proven customer retention technique

How many times have you started a new customer service idea that somehow went awry? Your presentation and customer retention technique were operating on all twelve cylinders.

Your customer even bought. Yet he/she never returned. Drat!

It’s happened to all of us. What caused this disappointment? Bad breath? Shoes unshined? Makeup wrong? Didn’t smile enough? Wish it were that simple.

Is it possible you failed to do the whole job your customer wanted and expected?

A customer service idea to build
the nearly perfect company

A few months ago, I stopped for an oil change with a new quick lube shop that also does repairs, front ends, brakes & drive train.

I saw the building go up and was intrigued. Looked like a neat place. The owner-manager greeted me with open arms. He was friendly, obviously competent, and smoothly explained his service.

Then, he played the magic card!

After that simple oil change, his people went through a new 30-part checklist. Even though I was spending just a few dollars, they made sure my car was safe and in good working order. He showed me all the big and little things that needed fixing. No pressure. No hard sell. He simply showed me & left the decision to me.

My rear brake linings were scored. (I could see their sad state.) Rotors need turning and new brake pads. I was grateful.

I do a lot of long-distance driving. Plains states and in the Rockies.

One downside. When you drive in the mountains your tires, brakes and suspension must perform . . . or else. The canyons are beautiful but 1,000-foot falls over the road’s edge jar more than your teeth.

Back to my story. Few other auto repairs take the time to subject your whole vehicle to such a thorough check. My guy’s price was reasonable. I bought his deal, an appointment, and looked forward to working with such a pro –

. . . until I stepped into my car

I admit it. I’m a little messy. My car had not been cleaned or vacuumed in weeks. Yet, after all his patient care and checking to show me other work needed, the manager failed to clean my car . . . a little job taking less than two minutes.

My guy closed the whole deal and had booked a return customer . . . but he blew it all for lack of one minor detail. I didn’t go back.

Was I too demanding?

Think about it. No driver I know has x-ray vision to see inside the car’s engine, track the drive train or spot burnt transmission fluid. Vacuuming may comprise the only visible reminder our technician did the job correctly.

That two-minute cleaning would have verified my impression this shop never misses assuring my car stays in tip-top shape. This manager could have cinched me as a customer. “Finally, somebody I can trust with my second most expensive investment.”

What’s more, that cleaning would have improved my vehicle’s performance.

Why? Everybody knows a car runs better when it’s clean. Right? Changes your whole attitude.

The four-part formula that
brings’em back alive

My auto repair manager’s problem? He failed to thoroughly think through his customer retention technique. What it really takes to make customers feel he completed the whole job.

In your own business . . .

Complete The Four Steps To Success

  1. Detail a vision of the entire job to do and the level of service your customers want.

  2. Verify it. Do some thumbnail research with potential customers. Ask friends and neighbors their pet peeves about this type of business. Discover what you must do to claim a thorough job.

  3. Go looking for the little extras that “wow” them. Weave every one of those points into your vision.

  4. Construct a systematic method to deliver every step consistently. Either make a checklist and follow it or “hardwire” it into the system so you cannot fail to deliver.

IMPORTANT: Don’t over-engineer with little extras that sound neat but don’t really add to your customers’ idea of a good deal. Your customer must perceive your product is worth even more than the money, yet not drive your costs too high. Your product price must remain competitive.

Remember too that once you institute a component, stopping it only leaves a disappointed customer. Not good . . . and a topic we’ll cover in a coming Maverick article.

Can’t think what those little extras might be? Go looking.

“Google” for ideas on the Internet. Just type in “customer service idea” plus [your type] of business.

Next, type in “customer retention technique” plus your business type again. That should load you up.

It’s illegal (or bad taste) to copy others exactly but you can pre-empt and change ideas to fit your particular business.

Here’s a great little book that sparks ideas: 1,001 Ways to Keep Customers Coming Back. Donna Greiner & Theodore B. Kinni penned it just a few years ago. Ask for it at your local bookstore.

That’s it. Develop your best customer retention technique now and take over your end of the world. It’s a customer service idea that won’t fail you.

Warm regards,

Rod Rademacher
Maverick Marketing
E-mail us here

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