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In our business world today, we talk about the value of customers. We talk about winning customers for life.
How do you win a customer for life?
I‚Äôd like to use an example from the automotive industry which is on this audio CD “Winning Customers for Life”. This is a live presentation I was giving¬†to a breakfast meeting. I remember looking at the people in the meeting and thinking from what businesses they were from and there were a huge variety.
The car industry example came to mind and one of the car dealerships that I was consulting¬†to at the time said he was going to put a carwash in and I said ‚Äúfantastic, great idea.‚Äù I said ‚Äúwhat‚Äôs the story?‚Äù He said ‚Äúevery time we service the car, we put it through the car wash, the customer gets extra value, isn‚Äôt that fantastic? They‚Äôll love us. We‚Äôll will customers for life.‚Äù
I said ‚Äúnot necessarily.‚Äù
He said ‚Äúwhat do you mean?‚Äù
I said ‚Äúhow much are you charging them for it?‚Äù He said ‚Äúthat‚Äôs the point; we‚Äôre not charging them anything.‚Äù
I said ‚Äúyou should charge them.‚Äù He said ‚Äúwhat do you mean you should charge them? I‚Äôm giving it to them. Isn‚Äôt this fantastic?‚Äù
I said ‚Äúhere‚Äôs the problem: you will wash my car, service my car, wash my car, service my car. I‚Äôll be happy.‚Äù
One day you won‚Äôt be able to do it because you‚Äôre too busy.
I‚Äôll pick up my car and it‚Äôs not washed or I expect it was going to be washed and you will have underperformed, then¬†I‚Äôll hate you.
That‚Äôs not fair is it? Because you were doing it for free all these other times but if you charge me for it, $3, $5, a minimal figure whatever it might be. If you can‚Äôt do it, say ‚Äúwe didn‚Äôt get a chance to do it today but we didn‚Äôt charge you.‚Äù
I said ‚Äúif you put a figure on that‚Äôs very reasonable and then you put that into the RO and the customers prepared to pay for it because they probably are because it‚Äôs a bucket load less they‚Äôd normally pay, it maybe start to fund your machine.‚Äù
He looked at me and said ‚Äúwow, I never thought of it like that.‚Äù I said to him ‚Äúbe careful, don‚Äôt wash everybody‚Äôs car because there are some people who do not want their car to go through a car wash. They want to do it personally.‚Äù
That means that when your service advisor book in the car, he goes ‚Äúby the way, we do complimentary,” (Note: by the way not free) “a complimentary car wash‚Äù or ‚Äúwe do a car wash and it‚Äôs just $5. What would you prefer?‚Äù
You got to look at what words you use. I would go down the track; I would say ‚Äúwe normally wash your car if we can fit it in. It‚Äôs $5 or $10. Would you like us to do that?‚Äù Customers say ‚Äúsure!‚Äù If you didn‚Äôt get a chance to do it, you say you didn‚Äôt get a chance.
You actually win the customer for life because you‚Äôre providing them with added value service but you‚Äôre not overpromising and under-delivering. There are a¬†whole lot of examples of that nature on this CD, “Winning Customers for Life”, and that‚Äôs the ultimate ‚Äì win them for life for the right reasons.