Bob Schultek
Author of
The Gauntlet

Who in your organization directly interacts with customers? For most business transactions, people still want to buy from people, rather than buying a brand or company name.  Enduring relationships evolve from these personal interactions.

To cultivate customer loyalty, here are 3 behaviors you want your customer contact people to consistently demonstrate:

Seek first to learn about potential customers – their story, their needs, their aspirations – and share ideas, trends and suggestions that might produce value for them, without any expectation of an immediate sale. This will surprise them, and they’ll appreciate your openness and generosity.

When presenting potential solutions, lead with the customer’s interests and what you can do for them; this will resonate more than an introduction that focuses on your company’s pedigree.

Every interaction, no matter how seemingly trivial, is an opportunity to add value and enhance your customer’s experience.

“Generosity is the genesis of trust” and trust sustains relationships.

When doing business, customers find it easier to perceive, judge and commit to companies that provide access to real people. When customer contact people share small personal insights, their vulnerability is revealed, making it easier for a customer to recognize authenticity, a key component of trust building. Asking about a customer’s interests or family, or sharing an emotion, demonstrates empathy and care.

Personal interactions are the glue that bonds relationships. People want to buy from people.

Most business customers don’t want or need some exceptional experience. They want to work with an organization that reliably anticipates needs, solves problems and keeps promises. Make their interactions as effortless for them as possible.  Avoid business practices that constrain the personal touch; they make it more difficult for customers to discover who they can trust.

Know your business, learn their business and offer more value than they can get from a competitor. Don’t take the relationship for granted – strive to earn their business with every transaction.

How well do your customer contact people build personal relationships with your customers?
What would inspire them to do so?

By |August 1st, 2017|Grolistic, Growth & Leadership Insights|0 Comments

About the Author:

Bob has more than 30 years of service as a senior sales and business development executive, CEO and business owner. His expertise includes customer-partnered business development, strategic planning, sales management, customer service, operational alignment, lean process analysis and improvement, quality assurance, and performance management. He has worked in the energy, medical device, bioscience & pharmaceutical, discrete and process manufacturing, packaging and distribution, communications and information technology, and business-to-business service industries.

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