Presentation of the book of the same name by Michael Leboeuf

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.

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

19. Search for unmet wants in each customer and meet them

22. “others felt the same way”

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 arrangedMake 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

30. Complaints give you a second chance to provide service and satisfaction to dissatisfied customers

31. Complaints are a wonderful opportunity to strengthen customer loyaltySeek 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

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?”

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