Any company from any part of this planet exists thanks to the relationship it establishes with its public: consumers who pay for goods and services; companies that are provided through other companies in strategic, outsourcing or market alliances.
In all cases, the relationship between the two is established in terms of an exchange through which the public (client) is willing to grant some of their money, effort, attention or time to receive a product or service that gives them benefit, satisfaction or solution by the company.
Products and Markets must be linked by something that makes their exchange possible. A product or service, more than the set of its physical characteristics, represents for customers a solution to their problems, a satisfaction of their needs. In one expression, it represents benefits that the company makes clear through its positioning strategy.
Differentiating yourself from your competitors will allow you to create a unique and exclusive position, a unique way of competing, that translates into added and superior value for your clients.
We call this superior value for customers a competitive advantage, that is, a definitive and clearly distinguishable superiority of a product or service, offered under a unique identity and with significant value to a market segment, to stop treating customers as numbers and giving them their personalized treatment is the difference.
One of the main differences of companies towards customers is "The Spirit of Service", which is the emotional disposition towards a person or situation, is based on values and beliefs about society, work and their needs, making a person attend in goodwill to another person or group, making them feel proud and satisfied with their work.
The capabilities in the service are:
- The spirit of service is the capacity that a person has to go beyond daily and routine actions. He has the technical, attitude and aptitude skills to attend to the specific needs of his users / clients. He possesses the interpersonal skills to deal with others as integral individuals and not only as a need, obligation or responsibility.
Customer service is a philosophy in which all employees feel and act to create satisfied, loyal customers who will attract others sooner or later.
Satisfaction is defined conceptually as "the fulfillment or fulfillment of a need, desire or pleasure", which, in terms of market research, could be posed as a question in terms of whether it has been fulfilled or not, to a greater or lesser degree, the need, desire or taste that gave rise to a certain purchase.
Customer satisfaction is an evaluation response that they give about the degree to which a product or service meets their expectations, needs and wishes. Raising awareness about it only makes sense to the extent that the provider is willing to change the way they establish a relationship with that customer.
We can call these essential aspects as pillars that contribute to the results being generated through the different managers of the organization, for this reason, it is very convenient to realize, as well as reflect on each of these:
Quality
When we refer to quality, it must be interpreted through the satisfaction we provide to each potential buyer, to new customers and to existing customers through each direct contact with each of them.
This aspect is so important that its effect is decisive in the continuity of the sale of the products or services in question and is provided by the direct action of the company representative since it is made from the first contact between the supplier company and the potential buyer as well as in all subsequent ones that will arise according to the strength of the bond that has been created.
Sale - Buy
When both concepts are confused to the point of opting for the most comfortable and least risky, this originates and is supported by the lack of knowledge of how we can be purchased with satisfaction as a product of an efficient quality sales action.
Expanding on the details of current consumer preference, that is, of those who prefer not to be "sold", this should be interpreted as not really wanting:
Being cared for in a bad way, with antipathy, without any respect to your presence, your identity as a person or your true interests; feeling that their presence or call to make an inquiry bothers or interrupts other activities that they may be carrying out; listening to improvised comments or raising doubts about their veracity; that they be offered the entire offer sample without being consulted about what they previously want or require; being pressured to make decisions for which they are not resolved or in conditions; that complicate, hinder or deny a return for exchange or refund due to failures in the product or service purchased.
The supreme mission of any company must be the highest level of satisfaction for its customers and users, since these with their purchases allow the company to continue to exist and grow, thereby generating benefits for its members (owners, managers and employees).
And we say "it should be" and not "it is", since many companies have not yet realized this. Engaged in a product or sale orientation, they completely ignore the real needs and desires of the consumer. The possibility of choice empowers the consumer. A consumer with power becomes a loyal customer if products and services tailored to their needs are offered. This is responsible for a change in the pattern of the past, in which consumers or users of things (or services) had to adapt their lives to the products or services offered.
A company must not only satisfy the users of the products or services, which will be those who consume them, but also that of its direct customers and those of the distribution channel, as well as that of the final decision-maker (who can or not being the final consumer).
1. Satisfy each and every one of your Clients.
You will have to make sure that each client that enters your business leaves satisfied.
Keep in mind that customers are the only reason we open business doors every day. There is nothing more important than a customer. The tasks of deposit to the bank, the decoration or maintenance of the premises, the administrative tasks, the gossip and the interesting magazine, in short, everyone can wait, a client should not wait. For this reason, a client should never be seen as an interruption.
2. Leave your personal life at home
We all have days when we feel great, and days when we want to hide underground. You should not allow your own personal humor to affect the way you treat a customer.
Everyone expects to be served quickly, courteously and politely. The client who enters your business has no idea that you were late for traffic on the way to work or that you had an anger with a family member or friend. Similarly, he has no idea that you have just been honored with the Best Seller of the Month award. The point is that the client should not be able to tell what the difference is for the service they receive, expect to be treated the same way at all times and that is your goal.
3. Don't focus on the sales room
It is easy to get involved in conversations with other vendors or employees when there is little movement on the premises. But even when the conversation is related to work issues, it should end immediately when a customer enters the establishment.
Sometimes, it is intimidating for a customer to see a group of vendors gathered in the business.
Additionally, this gives the client the impression that he himself is secondary to the conversation. Instead of interrupting, he feels frustrated, ignored, and even angry, so he decides to go shopping somewhere else.
4. Greet each Client
Regardless of whether the business is full or there is little movement, every customer who enters must be greeted with at least a simple "Hello".
Even if it is not just a simple greeting to the customer, you will be achieving two things:
The first and most important, you are letting him know that there is someone there who can serve him. You are letting him know that you are happy that he entered your business.
Greeting the customer is also a safeguard against theft and assault. People are less inclined to attempt to steal merchandise if they know that someone is attentive to their presence.
If possible (and it is something that gives very good results) call customers by name if they are frequent customers, this will give them a lot of confidence and they will feel that they are important to you, but that they not only feel it, that it is real, with this will increase loyal customers and these in turn will attract others, this is part of the philosophy of "1 to 1 marketing", a customer is a person and should be treated as such, not one more number in the list in our database data or sales statistics.
5. Don't rate customers for their appearance
Simply by thinking that the customer does not look like to be able to buy in your business, do not make the mistake of believing it. Have you never had to go buy an important gift right after washing your car? Have you been in pants to buy an expensive item at a brand store? All possibilities indicate that you were treated differently than if you had continued to dress in your tailor suit or dress clothes.
You will never be able to judge what the customer could buy or what they will buy based on their appearance. Finally, the money they buy in their business has the same value and that is what counts.
6. Let the Client have his space
We all have a certain measure of "personal space" that we need in order to feel comfortable. Some clients are going to be very friendly and open from the start, while others are going to be uncomfortable if you try to get too close.
While it is appropriate to offer your name during your presentation ("By the way, my name is Felipe and I am here to help you"), do not ask the client for his. It may seem like pressure. If he offers you his name, use it to talk to him during the conversation and to personalize the sale, this should be 3 times as "starndar": at the beginning, in the middle and at the end when saying goodbye. In this same line, avoid calling customers "gentleman", "lady" and worse still "little lady". These words make young or middle-aged people tend to feel older, in addition to being used in low-grade places in Mexico, wanting to make them feel “less bad” during their stay.
7. Don't interrupt, learn to listen
You should not interrupt the customer while he talks to you. Many times a salesperson will stop a customer in the middle of a phrase or sentence, to say something that they feel is important. Regardless of how eager you are to expose that aspect that you know the customer is just going to love, wait until he's finished talking.
Remember, when the customer is talking, the customer is buying.
8. Dance to the Client's rhythm
Adapt your style to the client's. A more relaxed, simpler tone may be appropriate for some clients, while others will respond better to a more formal one.
A great seller doesn't just have one style, it must be versatile. You have to know how to “dance” both a waltz and a fashionable dance, even if you don't like it. Finally, it's money that goes into the business, if we like HI-NRG or Techno, and the client likes pop and pop, as long as we buy, we must sacrifice, everything is to sell.
9. Look professional, take care of your wardrobe
As soon as you enter your store, the customer begins to form an impression about you and your business. There are many factors that influence their opinions, such as your own personal humor or mental structures, that you cannot control. For this reason, it is especially crucial that you are in the best of what you can control: your own appearance as well as that of the premises.
Let your image convey what you are selling. It is extremely important that your look is tailored to the style that you are selling. The image is essential for companies, which is also for your business because it will attract more customers, guaranteed.
10. Show all merchandise
Have you ever had a product in the business that you would never have taken home, even if it was free? Well, just because you don't like it doesn't mean that someone else doesn't like it.
You should always keep in mind that what matters is what customers want, not what you like or think is better. Your level of taste or quality may differ from that of the customers, that is a fact, but remember that, finally, the sale is the goal.
Keep to yourself your personal opinions about a certain topic or article. Listen to the customer and help them choose what best suits their needs and interests, not yours.
There are many ways to make the shopping experience in your store
more pleasant for the customer. What is important to remember is that you can make a difference today, tomorrow will be late, time is money, do not forget.
Bibliography
Nieves, Felipe. Quality in Customer Service. Ed. HiTEK. Mexico
