Are you indispensable to your customers?
The question that you have to ask yourself – daily, rather than once – is “What can you do to make yourself indispensable to your customers?”
A few examples to get the juices flowing:
- If you sell coffee, how can you help your customers wade through the coffee buzzword maze and enjoy *better* coffee? What’s fair trade? Is it really fair trade, or is it just another marketing buzzword?
- If you sell cars, how can you help your customers make better decisions, get more from their investment, and save time and money on repairs? How can you help them remember to perform the regular maintenance that allows them to depend on their vehicle regardless of the weather?
- If you repair lawn mowers, how can you help your customers get a better looking yard, without injury, cheaper, safer and faster? How can you save them time and money on upkeep and repairs? How can you help them remember to change their oil, sharpen their blades and make their mower perform better and longer?
- If you help people deal with (and prevent) legal problems, how can you help your customers avoid rushing into your office with a problem that has to be solved NOW? Ounce of prevention, pound of cure kinda stuff. Be their lawyer every day or every week, just a little vs. being their rescue squad every 5 years.
- If you treat people’s injuries and diseases, how can you help them be safer at home and at work? How can you help them by advising them on nutrition and other preventative care, without becoming a nag? Knowing that these things require lifestyle / habit changes, how can you help your customers/patients make that happen? How can you help your patients make sense of the constant flow of health, nutrition and prescription information placed in front of them each day? How can you help them prevent injuries and disease, rather than waiting until they occur so you can treat them?
- If you sell building materials to professional contractors, how can you help them find more business so they can buy more building materials? Can you help keep them informed about industry promos, tax incentives and other things to help them be more competitive?
- If you sell advertising (better sit down), how can you help your clients track the effectiveness of all their advertising? How can you help them calculate the ROI on the advertising? Not guesswork, but real numbers based on the foot/internet traffic, revenue and profit each advertising source generates. Who is indispensable, the ad salesperson or the ad salesperson who is also a partner in profitability?
- If you sell computers, ANSWER YOUR PHONE. Those people on the other end of the phone who don’t know as much as you’ve forgotten about a computer are the ones with all the money. They’d like to give it to you, if only you’ll help them. Yes, to be indispensable in the computer business, quite often it’s as simple as answering your phone and helping them with their problem without being arrogant. In fact, just answering your phone will be a huge first step.
If I didn’t mention the business you’re in, use these things as inspiration to do what makes your business indispensable to your customers. Please don’t make the mistake of thinking that because your specific type of business wasn’t mentioned, it won’t work for you. Likewise, if you’re thinking to yourself that “my business is different, it won’t work for me”, you’re right. If you don’t do these things – they won’t work for you.
The goal in doing all of these things is to position yourself and your business as the only place that your clients will consider doing business.Â Arrive at that position by doing this kind of stuff and both your checkbook and your customers will thank you.
Take care of them like no one else is willing to.