You have probably heard tips about how to make more sales or gain more customers thousands of times – and while tips about what you should do are beneficial, it’s just as important to understand what not to do, says Fortegra’s Kevin Cundiff …
However you approach your business, the last thing you want is to gain a bad reputation and lose customers over silly things you could have changed. And you won’t just lose the customers you offended directly – complaints about a brand tend to spread quickly and affect other potential customers’ views of the company.
Want your business to stay in the good graces of all your current and potential customers? Keep an eye out for these six off-putting actions, and do away with them if they pop up …
1. Bashing other businesses
You never know the connection a customer may have to another business – they may be closely connected to an employee or long-time customer. So don’t risk offending them by talking badly about other companies. This’ll just give your new (and old) customers a reason to leave and never come back. Badmouthing other businesses only makes your brand look bad in the long run.
2. Being annoyed
No matter if a customer is slow at the checkout when there’s a long line, or asks a lot of seemingly obvious questions, you can’t let an ounce of annoyance come through in your interactions with them. If customers can see your irritation, they’ll be more likely to move on to another sales professional or, worse yet, a different store.
“Guessing someone’s budget, tastes, or reason for buying can put you in hot water fast. Even if the customer drove up to your store in an Aston Martin, that doesn’t mean they’re going to want to spend big bucks on their new side table or chair”
3. Letting loyalty go unnoticed
Yes, your oldest customers are often your easiest sales. But you can’t let that stop you from giving them a great experience every time. If a customer stays loyal to your brand for a long time, you should want to treat them with respect and reward them for their reliability. If not, they may be offended by your lack of recognition and are likely to take their loyalty somewhere else.
4. Undermining requests
Although you may think a request is silly, the customer making it obviously doesn’t. Undermining their request can make them feel uncomfortable or – worse yet – angry.
Be sure to treat every request with importance and respect. When you make any request top priority, it makes the customer feel special, and they’re much more likely to come back again or refer your brand to a friend.
5. Making assumptions
No one likes when you make assumptions about them. Guessing someone’s budget, tastes, or reason for buying can put you in hot water fast. Even if the customer drove up to your store in an Aston Martin, that doesn’t mean they’re going to want to spend big bucks on their new side table or chair. Make sure to ask enough questions to get the information you need before pushing for a sale that’s not going to happen.
6. Refusing to adapt
Although you shouldn’t let customers take advantage of your willingness to accommodate, you should be prepared to go out of your way now and then to adapt to their needs. Being flexible lets customers know you care and, in return, builds loyalty for your brand.
If a customer is wrapping up a sale a few minutes after closing time, that doesn’t mean you have to rush them out immediately. Your willingness to adapt will be noticed.
Put an end to these six actions to avoid offending customers or losing them completely. It’s far easier to maintain a good reputation than have to repair a bad one •
Kevin Cundiff is vice-president of retail for Fortegra, a single-source insurance services company that offers a range of specialty programme underwriting, credit protection, and warranty solutions.
