The relationship between a customer and your company
is more complicated than it appears. It's not a simple
matter of the customer handing over some money in
return for a product or service. Certain conditions
have to be met before the customer feels comfortable
enough to make a buying decision.

Here are three steps your customers want you to get
right, before they'll make up their mind to buy from
your company.

1. Welcome them.

Make them feel wanted. People will gravitate like
magnets to a company that makes them feel important
and appreciated. There is a whole range of subtle
signals that tell customers whether you're happy
to see them. Your tone of voice, your facial
expression, your posture, even the way you're
dressed - all these things send powerful messages.

2. Understand them.

Show empathy. Don't just understand from the head;
understand on a feeling level also. Look for clues in
their tone of voice and body language. One customer
may be afraid to ask a question because they don't
want to appear ignorant? Well, your job is to give
them the information in a non-threatening way.
Another customer may use aggressive behaviour as a
way of getting some attention? You should recognize
this and massage their ego in a way that will calm
them down and redirect their focus.

3. Make them feel special.

Everybody likes to feel special. The surest way to
make a hit with customers is to give them the red
carpet treatment. Make a fuss; pamper them and give
them your undivided attention. Ask about their
families, their hobbies, their interests. Treat them
as fascinating, unique individuals. Let them talk
about themselves and their interests and you'll
ensure their loyalty.

As you welcome customers, show understanding,
and make them feel special from the moment they
walk in the door, you'll be successful every time.

What you're doing is establishing an emotional
bond with your company, and that can be incredibly
powerful. Customers will even overlook some negatives,
like higher prices, if they like the feeling of doing
business with you.

On the other hand, a company that takes its customers
for granted or treats them like account numbers won't
generate any customer loyalty.

And when there's no loyalty, very soon there's
no business.

© Market Leaders Limited

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About the Author

Noel Peebles has bought, developed and sold several of his own
businesses, and has been involved with the purchase and sale
of many others. He has fifteen years of 'hands on' experience,
directing his own highly successful' retail businesses, including
franchise marketing and business development. He also has his own public
self-storage complex.
And, he's traveled extensively to over forty countries.