Drive More Customers Through Your Door

It goes without saying that businesses should pay close attention to customer service. After all, it is the prevalent belief that the better the service, more likely it is to generate repeated sales.

Research even suggests that it is this approach that will be the driving force and source of growth to increased profit margins for many Small and Medium-sized Enterprises (SMEs). For small business owners, this has never been more important. It seems that nowadays, competing on price, product range and advertising is just not enough to get customers to spend their hard-earned cash.

As some form of confidence and hope returns to the markets, your customers – whether they are other businesses or household consumers – are more than ever aware of good value for money on all counts .

And so, is your business providing this?

Where to start

Going the extra mile: This may be a well-worn platitude in the service sector, but it is an approach that is applicable in all industries. Providing not only the service/goods and basic interactions that your customers came for, ‘thinking outside the box’ and going the extra mile can do wonders in creating a competitive edge for your business, make customers remember you (and builds loyalty) and lastly – the distinctive objective – repeated sales that raise revenues. Ways of doing this? Give useful advice, have staff be more helpful and adapt a more personal relations strategy.

Who doesn’t want a service from someone who does that little bit more?

Attitude kills: Great employees are an extended representation of your company. So if they are rude, inappropriate and simply not customer-friendly, your business’ reputation could be diminishing.

You have three options:

  • commit to a training program for your staff,
  • get new personnel or
  • simply switch internal individual(s) who are directly contacting customers.

Services fraught with negatives will never benefit you or your customers/clients who will not think twice of going off to a competitor. After all, great service is undeniable.

Learn your customers’ requirements: Britons hate complaining. With a reserved culture, research suggests that only one in twenty (5% of) individuals are likely to complain about customer service. Businesses can only improve if they directly know what is wrong. Surveys are a fantastic tool but can be costly. Merely asking customers, at points of contact, what they wish your business did better could be a start.

Become its ‘true’ specialist: Knowledge is power and in this case, it saves the time and frustration of customers. If bank staff, for example, are not able to help when you visit to talk about a commercial mortgage, then you would undoubtedly go somewhere else. SMEs need to maximise the advantage that they are small and their knowledge of their service plays part in being more efficient in helping customers/clients, who are constantly demanding faster, better and unique customer care.

In 2012 being more customer-focused is taking precedence in the stakes of competitiveness between businesses. An effectively implemented strategy in today’s economy could make the difference as to whether you sink or swim. Maximise relations with customers; demonstrate you care for their custom and benefit from the subsequent positive long-term effects.

Interestingly, customers are very much conscious of the fact that we are in a ‘buyers’ market’.

For further information see our business advice article on building customer loyalty or read about Customer Relationship Management.


This article was written by Kedisha Burnett from Touch Financial, the Factoringspecialists.

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