How To Listen To Your Customers

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How To Listen To Your Customers

  1. 1. HOW TO LISTEN TO YOUR CUSTOMERSSubsidiary of Sunshine C0.,Ltd., Vietnam
  2. 2. “One of the best ways to show respect for your customers is to let them know that they have the attention of the boss, el Hefe, the Big Cheese.”Subsidiary of Sunshine C0.,Ltd., Vietnam
  3. 3. EVERY CUSTOMER IS A CANDIDATE FOR RESPECTSubsidiary of Sunshine C0.,Ltd., Vietnam
  4. 4. HOW TO LISTEN • Saying that you want to listen to your customers is a nice first step, but not enough. • All communications have two ends, sender and receiver. • And unless the sender sends, it wouldn’t matter if the receiver had ears the size of Frisbees.Subsidiary of Sunshine C0.,Ltd., Vietnam
  5. 5. Here’s what has to happen: 1. Listen to the right voice. 2. Be a trusted listener. 3. Ask the right questions. 4. Make the correct interpretation. 5. Take action.Subsidiary of Sunshine C0.,Ltd., Vietnam
  6. 6. Always Follow Up • Almost any question you could ask will generate a follow-up question. – Fail to ask the follow-up question, and you risk missing key data.Subsidiary of Sunshine C0.,Ltd., Vietnam
  7. 7. For Example • Question: ―How important is style in your decision when purchasing shoes?‖ – Follow-up: ―How do you determine what the latest fashion is?‖ – Follow-up: ―How much do you expect a stylish pair of shoes to cost?‖ – Follow-up: ―How often do you pay that amount for shoes?‖ • You could go on forever. Follow up until you have the data narrow enough to act on it.Subsidiary of Sunshine C0.,Ltd., Vietnam
  8. 8. Let’s Practice using your productSubsidiary of Sunshine C0.,Ltd., Vietnam
  9. 9. BE A TRUSTED LISTENER • When communication has a negative consequence, or is thought to be of no consequence, it stops. • People are only likely to communicate if they believe that the consequences will be good. • And “good” is defined by the communicator, not the listener.Subsidiary of Sunshine C0.,Ltd., Vietnam
  10. 10. If the communicator believes nothing will happen, or worse that the consequences will be negative, communication will not occur.Subsidiary of Sunshine C0.,Ltd., Vietnam
  11. 11. Getting in Front of the Customer • Get in front of your customers. – Listening doesn’t have to happen only under formal conditions. • You can learn a lot just by asking, and any event should be considered a listening opportunity.Subsidiary of Sunshine C0.,Ltd., Vietnam
  12. 12. You’re Not Listening to Me • Listening is a skill you learn. It may be ―only human,‖ but too many clerks and companies are so busy sending out messages that very little communication filters in. – If we were as good at listening as we are at marketing, the market would tell us exactly what we need to do to succeed.Subsidiary of Sunshine C0.,Ltd., Vietnam
  13. 13. • At the heart of poor listening, you will find incompetence. • Incompetent organizations and performers know that they are incompetent. – They attempt to hide their incompetence under a torrent of outbound communication, while at the same time blocking any inbound communication that might reveal their shortcomings. – ―It’s not my job,‖ is not the response of a lazy person. It is the theme song of the incompetent.Subsidiary of Sunshine C0.,Ltd., Vietnam
  14. 14. Let’s Practice, tell your partner about why you wanted to be a Sales Person.Subsidiary of Sunshine C0.,Ltd., Vietnam
  15. 15. Listening for Fun and Profit • Listening is about a whole lot more than fixing problems. – Smart operators can actively involve their customers in such forward-thinking projects as product development.Subsidiary of Sunshine C0.,Ltd., Vietnam
  16. 16. ASK THE RIGHT QUESTIONSSubsidiary of Sunshine C0.,Ltd., Vietnam
  17. 17. If you ask the wrong questions, you are no better off than asking none at all.Subsidiary of Sunshine C0.,Ltd., Vietnam
  18. 18. I’ll Say It Again . . . • If you ask the wrong question, you get the wrong answer! • Too many customer-response systems force the customer to answer questions that aren’t burning issues with the customer. – If you would like to find out what your customers think about the new product, it is perfectly fine to ask—and you should!Subsidiary of Sunshine C0.,Ltd., Vietnam
  19. 19. Pay Attention to Language • It’s easy to assume you have asked the right question, when in fact you are way off the mark.Subsidiary of Sunshine C0.,Ltd., Vietnam
  20. 20. • What happens if you ask, ―Which store do you think is best for customer service?‖ – That question yields an entirely different data set than, ―Of the stores you shop most often, which gives the best customer service?‖Subsidiary of Sunshine C0.,Ltd., Vietnam
  21. 21. Evidence of Listening • Worse than not asking is asking without listening. • Always respond to customer’s input either individually or as a group. • No matter how you respond, make it clear that you have received and considered their input.Subsidiary of Sunshine C0.,Ltd., Vietnam
  22. 22. Make It Personal • One of the biggest mistakes you can make in customer relationship management is to treat input that was sincerely offered as inconsequential.Subsidiary of Sunshine C0.,Ltd., Vietnam
  23. 23. • That’s what makes form letters so dangerous. • They are easy to use but deadly when it comes to relationships. – Form letters say, ―Yeah, yeah, we’ve heard this all before. – Now be a nice customer and go away.‖ – Form letters are a form of disrespect, just what you need for a customer who may already be thinking about jumping ship.Subsidiary of Sunshine C0.,Ltd., Vietnam
  24. 24. Take It from the TopSubsidiary of Sunshine C0.,Ltd., Vietnam
  25. 25. • Customers aren’t responsible for managing your business; it’s your job to present the offer (product, price, place, and people). • The only job of the market is to accept or not accept the offer. – Customers are not obligated to sing your praises when your offer is on target, nor are they restricted from telling the world when they think your offer stinks. – However they will tell all the negative things to everyone.Subsidiary of Sunshine C0.,Ltd., Vietnam
  26. 26. • Customers talk largely because they want to remain our customers. • They talk because changing their buying habits has its own set of inconveniences and uncertainties. • Often, what our customers are saying is, ―I really want to remain your customer, and I will, if you will just fix . . . ‖Subsidiary of Sunshine C0.,Ltd., Vietnam
  27. 27. Customers want to know that they have been heard. They want their message to go all the way to the top.Subsidiary of Sunshine C0.,Ltd., Vietnam

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