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How to win customers and keep them for life

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Presentation of the book of the same name by Michael Leboeuf

Presentation of the book of the same name by Michael Leboeuf

Published in: Education

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  • Every behaviour has consequences... Future behaviour is largely based on the consequences of past and present behaviour
  • The goal should not be to sell 10 TVs... It should be to get 10 customers and this can only be done by helping out customers, help them buy whats best for them and make them feel good abt it
  • In most cases, we buy not what we need but what we want.. Eg., u need food but u want a pizza
  • 1. Put yourself in the glad emotional state. (Act the way you want to feel and soon you’ll feel the way you act)2. Never tell customers your problems. (Most of them don’t care.Telling people your problems makes them sad, and sad people don’tbuy as often)3. Remember that customers buy for their reasons, not ours. – every customer is different.4. Act as if you are the only personal contact that the customer has withthe company and behave as if the entire company’s image depends onyou.5. Use both logic and emotion to win and keep customers. (emotion makes them buy but logic keeps them coming back)- post decision remorse6. Use the problem-solving approach to move customers from mad, sad,or scared to glad.
  • Tact is the art of seeing people as they wish to be seen
  • There has to be mice for ppl to buy mousetraps
  • Transcript

    • 1.
    • 2. Part One
      The Basics
    • 3. The greatest business secret in the world...
      Reward customers, and you’ll create and keep them.
      Fail to reward customers and you’re out of business.
    • 4. Better than selling principle
      It’s tough to resist someone who sincerely wants to help you.
      The most important goal of any employee, including salespersons, is to create and keep customers
      There’s a big difference between selling and helping people to buy
      People love to buy but hate to be sold
    • 5. The greatest customer you’ll ever win is...
      YOU
    • 6. The only two things people ever buy...
      Good feelings
      Solutions to problems
      - people buy emotionally and justify with logic.
      - people spend money when and where they feel good.
    • 7. 4 emotional states
      Mad Sad Glad Scared
      Customers buy only when they are feeling glad about you and your products and services.
    • 8. Solutions to problems – 2 vital questions
      “What do you have?” (What’s the situation now?)
      “What do you want?” (How would you like it to be?)
      Once you have the answers to those two questions, you can decide if and how you can solve the problem.
    • 9. Good feelings – The right touch
      If the customer feels good, he will buy and come back
      Put yourself in the glad emotional state
      Never tell customers your problems
      Remember that customers buy for their reasons, not ours
      Act as if you are the only personal contact that the customer has with the company and behave as if the entire company’s image depends on you
      Use both logic and emotion to win and keep customers
      Use the problem-solving approach to move customers from mad, sad, or scared to glad
    • 10. Make them buy you
      Help them to like themselves better and they’ll love you
      Develop a genuine interest in and admiration for your customers
      2. Recognize and praise people for what they want to be recognized and praised for
      3. Put them at ease and establish rapport
      4. Use humour where it’s relevant and appropriate
      5. Let them know that you’re thinking about them
      BUY
    • 11. Customer’s Perception is everything
      Perceived service quality is the difference between what they get and what they expect
      relative perceived quality is the single most important factor in determining long-term profitability.
      Develop a customer profile
      Look at your business through your customer’s eyes
      Beware of over-promising and building unrealistic expectations
      Use problems as opportunities to demonstrate just what great service your company gives
      Develop a unique relationship with your customers and treat each one as someone special
      Keep in touch and keep them informed
      Remember that a large part of good service is showbiz
    • 12. The GOLDEN question – to win new customers
      What’s the unmet want?
      Always start by defining markets instead of your company’s talents and strengths
      Ask your customers and potential customers the golden question
      Create new products and services by giving the familiar a new twist
      Brainstorm ideas for creating new customers
      Be a trend-spotter
      Look before you leap
      Once you decide to go ahead, move quickly
      Be prepared for a large number of ideas that don’t work out.
    • 13. The PLATINUM questions – to keep customers for life
      How are we doing?
      How can we get better?
      • The customer’s perception of your quality of service
      - What to do in order to increase that perception
      relative perceived quality is the single most important factor in determining long-term profitability.
    • 14. 5 best ways to keep customers back
      Be Attractive
      Be Responsive
      Be Credible
      Be Empathetic
      Be Reliable
      Reliable CARE
    • 15. Part Two
      Managing the Moments of Truth
    • 16. What to Do When the Customer Appears, Calls, or Inquires
      As soon as you see a customer, politely acknowledge his presence. Never, never, never, ever ignore a customer
      Be equally prompt and polite when answering the telephone
      If a customer has a scheduled appointment, make it your business to be on time
      Prepare for customers’ questions by having the answers
      Whenever possible, prepare in advance for each individual customer
      Start each day with a check-up
      Ask the right questions
      Listen for total meaning
      Match your solutions with their problems
    • 17. What to Do When the Customer is Angry or Defensive
      Keep your cool
      Listen with empathy and for the facts
      Take action to solve the customer’s problem
      Bring the incident to a polite close
      Don’t expect to win them all
    • 18. What to Do When the Customer has Special Requests
      Five Excellent Reasons for Customizing
      It shows people that you really care about serving them
      It gives you and your team a source of pride and confidence
      It’s great for repeat business
      It overcomes customer defensiveness and gains you quicker acceptance
      It virtually eliminates the competition
      • Fill any and all special requests as best you can
      • 19. Search for unmet wants in each customer and meet them
      • 20. Treat each person and his requests as unique and special
    • What to Do When the Customer Can’t Make Up His Mind
      Make sure that the customer has the authority to make a buying decision
      Ask, listen, and learn before recommending
      Make a recommendation and tell the customer why
      Don’t give the customer too many options
      Be caring, confident, and decisive in your tone of voice and behaviour
    • 21. What to Do When the Customer raises Objections to buying
      Anticipate objections and deal with them before the customer brings them up
      “Never let them see you sweat.”
      Use the feel, felt, found formula
      • “I understand how you feel….”
      • 22. “others felt the same way”
      • 23. “until they found out…”
      Translate features into benefits using the six magic words
      • “What this means to you is…”
      Be alert for smoke screens and yes-but customers
      Let the customer experience the benefits of buying
    • 24. What to Do When the Customer Gives Buying Signals
      • He agrees with what you are saying
      • 25. He talks positively about what it would be like to own what you’re offering
      • 26. He wants more information, such as how much down payment is required or whether financing can be arranged
      Make it easy to buy
      Eliminate fear... Be proactive
      Closing... is asking for business
    • 27. What to Do When the Customer Buys
      Reinforce the buying decision immediately
      Keep tabs on the order to insure that the customer gets what you promised
      Make a non-selling follow-up call
      Keep good records and stay in touch
      Turn your customers into goodwill ambassadors
      You win and keep customers by exceeding their expectations
    • 28. What to Do When the Customer Refuses to Buy
      Make every moment of truth count
      Think long term and keep the big picture in mind
      Don’t take refusals personally or let them immobilize you
      Resolve to learn something from every refusal
      Cultivate the habit of intelligent persistence
    • 29. What to Do When the Customer Complains
      • Complaints point out areas that need improvement
      • 30. Complaints give you a second chance to provide service and satisfaction to dissatisfied customers
      • 31. Complaints are a wonderful opportunity to strengthen customer loyalty
      Seek out and welcome complaints
      Take every complaint seriously
      Get people at the top actively involved in both listening to and helping people resolve customer complaints
      Consider setting up a system to document and classify complaints
      Set goals for resolving complaints
      Learn and get better from complaints
    • 32. What to Do When the Customer Complains
      Listen with understanding
      Paraphrase and record what the customer tells you
      Find out what the customer wants
      Propose a solution and get his support
      If the customer doesn’t like your solution, ask him what he would consider a fair settlement
      Make a follow-up call to insure satisfaction
      Never let the customer lose face
    • 33. What to Do When the Customer is Going to be Disappointed
      When things go wrong, apologize and take total responsibility for setting things straight
      Remember that how people react to bad news depends largely on how you tell them
      Reward with Positive Perks
    • 34. Part Three
      The Triple-Win Reward Sytem
    • 35. Everybody wins!
      how customers get treated is a direct reflection of how management is treating employees
    • 36. Tips to Management
      Tell them what you want
      Show them what you want
      Measure and reward what you want
      What kind of behaviour and results do I want?
    • 37. Everybody wins!
      Treat your customers like Lifetime Partners
      Ask everyone where you work for service improvement ideas
      If you don’t have a service strategy, Get One!
      Carefully select and heavily train your frontline people in the Art of Quality Customer Service
      Set service quality Goals And Rewards
      Get out of your office and find out What’s Happening
      Always be patient but never be satisfied
    • 38. Part One – The Basics - Review
      • The secret to winning and keeping customers is to reward them
      • 39. Forget about selling. People love to buy but hate to be sold. Concentrate on helping customers buy what’s best for them
      • 40. The greatest customer you’ll ever win is you, because the best salesperson is the true believer
      • 41. The only two things people ever buy are good feelings and solutions to problems
      • 42. Whenever you have contact with a customer, you are the company to that customer
      • 43. It’s not enough to give the customer excellent service. You must subtly make him aware of the great service he is getting
      • 44. To win new customers, ask the golden question: “What’s the unmet want?”
      • 45. To keep them for life, ask the platinum questions: “How are we doing?” and “How can we get better?”
      • 46. The five best ways to keep customers coming back are: Be Reliable, be Credible, be Attractive, be Responsive, and be Empathic. “Reliable care” keeps customers coming back
    • Part Two – Managing the Moments of Truth - Review
    • 47. The bottom line: Customer retention is the best business strategy of all!
      ?
      Positioning: the Battle For Your Mind: How To Be Seen and Heard in the Overcrowded Marketplace
      By Al Ries & Jack Trout