Customer Before Company: Revolutionizing Your Business The Nordstrom Way
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The Nordstrom department store is legendary for exemplary customer service: from the earliest beginnings of Nordstrom, a sign hung from the ceiling that read, “If We Sell You Well, Tell Others. If Not, Tell Us.” Well known for putting customer over company, Nordstrom salespeople are empowered from above to always make it right for the customer. With lessons that can be useful for solo agents, team leaders, and brokers alike, Nordstrom’s business philosophies easily translate into the real estate industry. By taking a page out of the Nordstrom book, from practical translation of the Nordstrom way into customer relationships to incorporating the Nordstrom beliefs into our personal values systems, we can revolutionize our businesses and our industry.
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Customer Before Company: Revolutionizing Your Business The Nordstrom Way
- 5. “The only thing we have going for us is the way we take care of our customers.” ~ John Nordstrom, on what sets Nordstrom apart from the competition
- 8. Nordstrom Employees: In Their Words “I’m a customer-oriented service person. You’re looking for something, and I’m determined I’m going to find it.”
- 9. Nordstrom Employees: In Their Words “If it’s not nailed down, I’ll find it for a customer. I don’t make commission on [everything], but it’s part of the service I provide.”
- 10. Nordstrom Employees: In Their Words “Never judge a book by its cover. If you treat the kid who is buying a $19.95 belt the same as a businessman buying a $1,995 Oxford suit, you will be successful. That kid might become a customer for life.”
- 11. WHEN YOU’RE THE CUSTOMER Consider This:
- 12. Flying the Friendly Skies? “My goal is to make you happy.” What is your goal?
- 14. Would you like being your own client? Be the client.
- 15. HEROICS
- 17. Leigh Brown, CRS “I took an IOU on a commission on a house last year to keep the deal together and to keep my client from having to sell short. Strikingly enough, she paid me 11 months later. The other agent was flabbergasted.”
- 18. Dawn Thomas, CRS “Last month, one of our buyers brought in their own lender. Needless to say, a pretty straight- forward transaction on a jumbo loan went sideways and several delays, to the point the husband had to cancel his trip to Europe even though his wife was going to spend Christmas with family. I hate the idea of anyone being alone during the holidays, so I invited him to our house for a crab feast on Christmas Eve and movies the next day.”
- 19. Nobu Hata “I drove five hours for four signatures on a $125K relo deal for the nicest couple in the world. Incidentally, that same couple sent me a $15million commercial buyer.” Note: Nobu had to give away that $15million commercial buyer – referral fee-free – because he had already taken his new position at NAR.
- 20. Small gestures?
- 25. CREATE AN UNFORGETTABLE CUSTOMER EXPERIENCE
- 26. The Experience
- 27. The “We” Experience “The more information I have…the better I can serve the customer…This isn’t just my deal. It’s not an “I” experience; it’s a “we” experience. ~ Patrick McCarthy – top Nordstrom sales associate, 15 consecutive years
- 28. SET EXPECTATIONS
- 29. Where in your business can you set expectations for your clients?
- 30. CORE VALUES
- 33. Gold Standards • The Credo • The Motto • Three Steps of Service • Service Values • The Sixth Diamond • The Employee Promise
- 37. Incorporate Client-centric Goals • Happily Closed Clients • Incoming Testimonials • Referrals from Past Clients *Doesn’t have to be warm & fuzzy, but focusing on these things can help you stay focused more on your clients and less on yourself.
- 40. You vs. Them • What’s your value proposition? Do you even know? • How do you communicate your value? • What’s your “money-back guarantee”? – Easy-exit listing agreement – Easy-exit buyer brokerage agreement – How else do you offer a guarantee?
- 41. What sets you apart?
- 42. BE A RESOURCE
- 44. $50
- 45. Added Value • RPAC and REALTOR victories • Calls To Action • Highlight the work you do
- 46. HOSPITALITY INDUSTRY Taking a Page from the
- 47. Service vs. Hospitality “Service is the technical delivery of a product. Hospitality is how the delivery of that product makes its recipient feel. Service is a monologue – we decide how we want to do things and set our own standards for service. Hospitality, on the other hand, is a dialogue. [It] requires thoughtful listening to the other person, and follow-up with a thoughtful, gracious, appropriate response. It takes both great service and great hospitality to rise to the top.” ~ Danny Meyer, restaurantuer
- 48. Turning Over the Rocks
- 49. Turning Over the Rocks • Think like a fly fisherman • Look for the story behind the story • Collect the dots • Give your clients a feeling of “shared ownership”
- 50. WHAT ARE THEY SAYING?
- 51. “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing.” ~ Tony Hsieh, CEO, Zappos.com
- 54. Your most unhappy customers are your greatest source of learning. ~ Bill Gates
- 55. “If We Sell You Well, Tell Others. If Not, Tell Us.”
- 57. Incorporating Video • Lead response videos • Video updates for clients in transaction • Community videos • FAQ videos • Personal videos – about you, about your team, about your community involvement • Videos of client events, charity events, and more!
- 60. What We’ve Added: • Handwritten note – at START of transaction • Intro to closing attorney and lender with all contact info • Intro to team (if applicable) • Verify all documents received – send complete (and concise) copy of contract • Copies of: – Earnest money – Amendments – Prequal – updated upon contract
- 61. What We’ve Added: Weekly updates (longer transactions) Notice of: Inspection scheduled Appraisal scheduled Appraisal received Conditional loan approval Thank you note (close of transaction)
- 65. Why Does It Matter? People.
- 66. I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them ~ Maya Angelou feel.