CHAPTER
3
Jumping In with Both Feet: Relationship Building
RELATIONSHIP BUILDING IS THE
CORNERSTONE OF CUSTOMER SERVICE
Establishing strong relationships builds on the principles you have learned so far: making a great first impression, speaking and acting courteously and respectfully, communicating effectively, and listening attentively. While this may seem difficult if you do not handle repeat customers, even when customers do business with a company only once, they remember and judge the company based on their interaction with its employees. They remember whether their interaction was good or bad, and they are likely to share their experiences with others. As a result, your customers can be your best—or your worst—marketing and advertising tools.
CUSTOMER SERVICE IS BUILDING RELATIONSHIPS
From the moment customers form their first impressions to the moment you complete your interactions, you have a valuable opportunity to build relationships. The same applies to those customers who may visit only once or sporadically. When you interact positively and go out of your way to help each customer, you build a relationship. And when those customers receive great service, they will remember and will tell others about their positive experiences.
When you are courteous and have a positive attitude toward your customers, you show that you care. When you demonstrate good communication skills by thinking before you speak, keeping your nonverbal body language relaxed and open, and using correct grammar, you present yourself as knowledgeable and confident. When you ask the correct questions to help the customer and answer questions the customer asks you, you present yourself as a competent employee. When listening attentively, you demonstrate that you are truly interested in each and every customer.
You are off to a good start in learning how to provide great customer service. The next step is learning how to build relationships. You interact with customers in two ways: You work to build new relationships, and you work to maintain ongoing relationships. Without new business relationships, your company will not grow. Without ongoing business relationships, you will not develop the loyal customer base that sustains your business.
Building and maintaining positive relationships is based on the principles of basic courtesies and effective communication. Your relationship begins when a customer forms a favorable impression of you. It continues when you establish rapport. You can do this by asking a question as simple as “How are you today?” and then listening and responding appropriately to the customer’s answer. From these first few words with a customer, you have the opportunity to respond in a positive, upbeat manner. For example, if the customer says that she is not doing well, you may respond “I’m sorry to hear that. What can I do to help you?” Showing interest helps to establish rapport.
You can take advantage of those first few minutes with a customer to find common ground. Finding common ground means discovering an interest you share. It can also mean being able to relate to the other person. That may be as simple as responding to a customer’s comment about the weather. If the customer says “It’s so cold outside I wish I was in Florida,” you might respond “I can’t agree more. In fact, my husband and I are thinking of planning a vacation there.”
When you establish rapport and find common ground, your next step is showing that you are helpful and interested in finding the right solution for your customers. Asking and answering questions to identify what the customer needs, and then doing all you can to take care of the request will make each customer feel valued.
When customers do repeat business with your company, you have the opportunity to maintain an ongoing relationship by remembering them and by learning their tastes and preferences. As for the customer who was not having a good day, the next time you communicate with her, you might say “Hi, Mrs. Adams, I hope you’re having a better day today.” Think how special Mrs. Adams will feel, knowing that she was important enough to you to remember something about her.
In business, you will deal with many different types of customers. Hopefully, most will be pleasant and easy to satisfy. Some personality types, however, will present challenges that can fluster you. And some may have disabilities that make you feel uncomfortable if you do not know the appropriate words to say or actions to take. Learning how to interact positively with various personalities and disabilities will enable you to confidently handle any customer in any situation. You will be on your way to establishing and maintaining high-quality relationships with all your customers.
BRAINSTORM
Before we jump in with both feet and learn how to build and maintain positive relationships, let’s take a step back and identify the answers to three important questions that will help you to understand how best to form relationships with your customers:
What do they expect from your business?
How do your products and services enhance their lives?
Discuss and answer these questions. Then you will have a better idea of how to establish rapport with your customers because you already have general information about them. This will give you what you need to find common ground and begin building relationships.
PICTURE THIS . . .
THE WRONG WAY TO BUILD RELATIONSHIPS
Sarah was an unlikely customer service employee. She was home from college for summer break and took a part-time job at a women’s clothing shop in the local mall. Sarah had not worked in retail before, and she was unsure about how to interact with customers. Her job was to greet customers and help them find what they needed. On her first day, her manager explained her job duties, showed her where to locate stock in the back room, and told her to be friendly to customers.
“Be sure you say hello to the customers when they come in,” her manager said as she walked away.
Sarah busied herself folding tops on the front display table.
Beth Adams, meanwhile, was outside the store looking at the clothing display in the window. She came into the store and noticed Sarah.
This was Sarah’s first customer. She nervously said “Hi,” barely speaking above a whisper as she quickly glanced at the woman and then back down to her work. Sarah continued to fold the tops while the woman browsed.
“Excuse me. Can you see if you have this skirt in a size twelve?” Beth asked.
Sarah nodded, took the item from Beth, and retreated into the stock room without saying a word or making eye contact. When Sarah came back, she said “Sorry, we don’t have it.” She spoke softly and looked at the floor as she spoke.
“Oh, all right. Well, thanks for checking.” Beth walked out of the store.
What Went Wrong?
Even though Sarah knew she would have to deal with customers, she did not understand the importance of building relationships. She wanted to work in this clothing store to get the employee discount, and had not thought about her duties or the customers.
Sarah’s manager had incorrectly assumed that Sarah knew how to interact well with customers; but if they had discussed the answers to the three questions above, Sarah would have had a better idea of who their customers were and what they expected.
In this situation, Sarah’s manager should have discussed customers’ expectations and ensured that Sarah knew how to interact with them. She should also have explained whether the job duties involved helping customers select outfits, or whether they should be allowed to browse without assistance. In addition, it would have been helpful to Sarah if she had known whether she would interact with the same customers regularly and if she should introduce herself and get to know their individual tastes and styles.
If the manager had discussed how the store’s products enhanced its customers’ lives, Sarah would have known how to help the customers more effectively. If this was an expensive boutique where the customers were interested in designer labels, Sarah could show customers where to find specific items. If the store stocked trendy clothes, Sarah could show customers the latest fashions and hot items.
The responsibility for what went wrong in this scenario lies with both the manager and Sarah. Although her manager showed Sarah where to locate stock in the back room and how to keep the displays neat, and told her to be friendly to the customers, she did not make sure that Sarah understood. Likewise, Sarah did not ask questions to make sure she understood her job responsibilities. From a manager’s perspective, it is never a good idea to assume employees know how to interact with customers. From an employee’s perspective, it is always a good idea to ask questions and learn about the customers with whom you will interact.
How Did the Customer Feel?
Sarah did not make a good first impression. She should have made eye contact, smiled, and greeted Beth in a friendly, helpful manner. When Beth asked for a specific skirt, she got the impression that Sarah was not interested in helping her. To change that, Sarah could have said “I’ll be happy to check on that,” or “Absolutely. I’ll be glad to see if we have that.” Because Sarah acted disinterested, Beth did not feel valued, and she was ambivalent about shopping in that store.
By learning the six steps below, you will learn how to build and maintain positive and strong relationships with all your customers.
Step 2: Interact Positively with Customers
Step 3: Identify Customers’ Needs
Step 4: Make Each Customer Feel Valued
Step 5: Maintain Ongoing Relationships
Step 6: Understand Various Types of Customers
Doing a good job and building strong relationships is a two-way street. Both the manager and the employee need to be clear on customer expectations. Asking and answering questions will uncover any inconsistencies. Even in a store where customers may visit only occasionally, employees can work on developing relationships with them. Every customer interaction, even short-term ones, results in a relationship.
STEP 1
ESTABLISH RAPPORT
Establishing rapport begins the moment you start communicating with your customers. Smiling at a customer can help establish rapport by showing you are interested. Being friendly is a great way to establish rapport because you demonstrate that you are approachable and willing to help, and that can put customers at ease. Staying interested and picking up on cues from your customers will help you establish rapport. For example, if a customer says “I’m having a terrible day,” and you respond by saying “I’m sorry to hear that. I hope I can help improve your day,” you demonstrate consideration toward your customer’s feelings. Finding ground is another way to establish rapport because it shows you are able to relate to the other person. When the customer said she was having a bad day, responding with “I’m sorry to hear that. I had one of those days yesterday” shows empathy toward your customer’s feelings. When you do these things customers will have faith that you will do all you can to take care of their needs.
Establishing rapport will depend on your customer interactions. Think about your place of employment and the answers you identified in the Brainstorm on page 74:
Who are my customers? Are they men, women, tweens, teens, young adults, or all age groups?
What do they expect from my company? Do they expect quality products? Good value? The best prices? Quick service? Products that enhance their self-image? A large selection? The latest styles?
How do my company’s products and services enhance the customers’ lives? Do they make the customers’ lives easier? Are they a necessity? Do they make our customers feel good about themselves?
When you know the answers to these questions, you will have a good idea how to relate to your customers. Armed with this knowledge, you can begin to establish rapport with them, which is the first step of relationship-building.
Be Friendly
No matter who your customers are, everyone appreciates someone who is friendly. When you smile and offer a friendly greeting, you show that you are a person who is approachable.
Be Interested
A smile and friendly greeting also show that you are interested. When you ask people how they are doing or how you can help, you convey the message that you are interested. Being interested means listening when customers speak. Imagine how you would sound if you asked a customer how he was doing and he said “I’m having the worst day of my life. Really awful,” and with no emotion you responded “Oh”—or, worse, continued the conversation with no comment. The customer most likely would wonder why you had even bothered to ask. Being interested means listening and responding accordingly. Being interested means doing your best to help each customer.
Be Considerate
If a customer says he is upset by a previous contact with an employee, you might say “I’m sorry to hear that. What can I do to help you?” Not only are you showing consideration, you are showing that you are sensitive to the customer’s situation. And even if you cannot personally understand or relate to what the customer is saying, you can always be considerate in your response by displaying empathy.
Find Common Ground
When you listen to your customer’s statements and responses, try to find something that you have in common. To the customer who is upset about prior treatment by your company, you might respond “I’m sorry to hear that. I wouldn’t like being treated like that. That should never happen.” The customer will appreciate that you can relate to his experience. Even if you cannot relate to the customer’s experience, there are other ways to find common ground. Empathize with the customer. Ask a question. Show interest. Compliment the customer. Say something about yourself. Or talk about the weather!
Be Trustful
The best way to demonstrate that you can be trusted is by being honest and ethical in everything you do. When you always act with integrity, your personality reflects your honesty. If you are friendly and helpful with a customer and later make fun of him within earshot of other customers, you do not come across as being a trustful person. Being trustful includes treating people with dignity and respect.
PICTURE THIS . . .
THE RIGHT WAY TO ESTABLISH RAPPORT
“Be sure you say hello to the customers when they come in,” her manager said as she walked away.
Sarah stopped her and asked, “When I say hi to customers, am I supposed to ask if they need help, or should I leave them alone?”
“That’s a good question. Most of our customers are working women who come in to browse, so we usually leave them alone. But do let them know you are here to help if they need anything.” The manager noticed that Sarah seemed hesitant. “Here’s an example. When a customer comes in, smile, make eye contact, and say something like ‘Hi, how are you today? If you need anything, I’ll be happy to help you.’ That way, the customer knows we’re going to allow her to browse without being pushy, but will be available to help.”
“Oh, okay. Thanks.” Sarah busied herself folding tops on the front display table.
Beth Adams, meanwhile, was outside the store looking at the clothing display in the window. She came into the store and noticed Sarah.
This was Sarah’s first customer. She was nervous but knew what she needed to do. She looked at Beth, smiled, and said “Hi, how are you doing today?”
Beth smiled back. “I’m fine, thanks, how are you?”
“It’s my first day, so I don’t know yet. I’m a little nervous.”
“I know how that feels. I’m sure you’ll do just fine.”
“If you need anything, I’ll be happy to help you.”
“Thanks. I’m looking for a skirt. I’ll look around.”
“Okay. We have skirts in great summer colors.”
Beth smiled and walked away.
How Did the Customer Feel?
Even though Sarah felt awkward, she showed that she was approachable when she smiled and greeted Beth. Beth appreciated the interest Sarah displayed by listening and commenting on the skirts in great summer colors. When she told Beth it was her first day and she was nervous, Beth could relate to her feelings and they found common ground. Beth felt comfortable with Sarah, who had established rapport with her.
STEP 2
INTERACT POSITIVELY WITH CUSTOMERS
When you convey an interest in establishing rapport with your customers, continue building your relationships by interacting with them in a positive manner. When you are positive and upbeat, people will respond likewise. By trying to find ways to surprise them with good service, you show your customers you care about doing your best.
Be Helpful
Show your customers that you care. Go the extra mile for them. Explain to your customers what you are doing to respond to their requests. Try to give them a little more than they asked for. Do something to make other people feel good. When you set a personal goal to help someone every day, you will find ways to meet that goal, and it is a great habit to form. When you do something nice for someone, you will feel good.
Be a Problem Solver
Customers may look to you to solve a problem. Be part of the solution rather than part of the problem by seeking the best answers rather than focusing on what is wrong. When you adopt a problem-solving approach, you will find ways to make things right. People who focus on solutions find ways to make things better. Always tell customers what you can do, rather than what you cannot do.
Be Credible
This means being knowledgeable about your products and your company. It also means being honest. Customers appreciate nice employees, but they value knowledgeable employees who are truthful. Learn as much as you can about your product line. If you need additional technical training, ask your manager for it. Never lie to your customers or make false claims. When you pair knowledge with ethical behavior, you have a winning combination.
Believe in Your Products
Believing that your products will help your customers is crucial to doing the right thing for them. No matter what your company manufactures or sells, whether it is life insurance or clothing or deli sandwiches, you need to believe that your products add value to your customers’ lives. When you truly believe that your company’s products can help your customers, you will promote your products, your company, and yourself in a positive and sincere manner.
PICTURE THIS . . .
THE RIGHT WAY TO INTERACT POSITIVELY
Sarah continued to fold the tops while Beth browsed.
“Excuse me. Can you see if you have this skirt in a size twelve?” Beth asked.
Sarah took the skirt from Beth and said “Yes, I’ll be happy to. I love this shade of green.”
“I love it too. I hope you have it; I’ve been looking for a green skirt.”
“I’ll be right back.” Sarah hurried into the stock room. She came back with a different style green skirt and said, “I’m sorry, we don’t have that skirt in your size. I don’t know if you saw this one. I brought it because you mentioned you wanted a green skirt.”
“Thanks, but that isn’t exactly what I was looking for.”
How Did the Customer Feel?
Beth felt that Sarah was helpful. And because she demonstrated that she was solution-oriented by bringing a different green skirt, Beth had a positive feeling about her.
STEP 3
IDENTIFY CUSTOMERS’ NEEDS
Customers come into your business for a reason. Sometimes they are not very clear about their needs. Beth was specific when she mentioned she was looking for a green skirt. This helped Sarah come up with an alternate option. If Beth had not mentioned her preference for green, Sarah might have shown her the same style in red. While this is a simplistic example, the principle is the same in any business. When you deal with customers, your job is to uncover their needs, whether they offer what they are looking for or you need to discover it.
Ask Questions
In Chapter 2, you learned about open and closed questions. When customers do not know how to tell you what they need, it is your job to figure it out. Sometimes customers are not even sure they know what they need. Use open questions to get the customer talking. Remember, questions that begin with “what,” “why,” and “how” encourage customers to talk. Use closed questions to clarify an answer. Closed questions begin with “who,” “would,” “how,” and “where.” A question beginning with “how” can be either open or closed: Open: “How do you think you would use this?” Closed: “How many times a week will you use it?”
Summarize Customers’ Needs
After you have asked enough questions to determine your customer’s needs, summarize your understanding of what he or she has told you. For example, “From what I understand, your son has allergies, and you are looking for a vacuum cleaner that will remove the greatest number of allergens and is the least costly,” or “You mentioned that you got your bill and you were overcharged for. . . .” If your understanding is incorrect, ask more questions until you feel you understand; then summarize again.
Recommend Appropriate Solutions
When you ask enough questions, you get enough information to recommend the best solution. If your job is to sell products, you can make an appropriate proposal. If you handle billing issues or technical support, you can find a workable solution. Make sure that your recommendations are based on what the customer told you. Refer to things the customer said when making your recommendation. “This is our most economic vacuum, and it will remove 99 percent of all allergens. With your son’s allergies, you want to make sure your vacuum picks up as many allergen particles as possible.” Always offer tailored solutions based on the customer’s specific needs. Customers are not one-size-fits-all, and neither are solutions.
Handle Objections
As you learned in Chapter 2, customers are not always going to buy into your proposed solutions. When that happens, listen to the customer’s objection. Acknowledge it. Follow up with a question. Or questions. Consider the customer’s answer. Example: Following up on the vacuum cleaner sale, the customer says “Thanks, I’ll think about it.” You respond, “What questions do you have about this one?” “I don’t have any questions, but it’s more than I wanted to spend.” You continue, “I can understand that, but this product is the most efficient for removing allergens. We do have less expensive models that I can show you.”
TIP
Even when your customer does not ask, always answer the question “What is this going to do for me?” Whenever you propose a solution, your customer is silently answering this question. When you establish a relationship with a customer by asking enough questions to know specifically where your customer is coming from, it will be easier for you to help him or her find the right solution for their needs.
PICTURE THIS . . .
THE RIGHT WAY TO IDENTIFY CUSTOMERS’ NEEDS
“Thanks, but that isn’t exactly what I was looking for.”
“What type of skirt are you interested in?”
“I prefer longer skirts.”
“What other colors would you be interested in?”
“I really wanted green, but I suppose I could use a khaki skirt.”
“Do you care for prints?”
“No, I only wear solids.”
“I’ll check to see if we have the style you liked in khaki. I’ll also see if we have other longer skirts in a solid green or khaki. I’ll be right back.”
“Thank you. That would be great.”
How Did the Customer Feel?
Beth was pleasantly surprised when Sarah asked questions to determine exactly what she was looking for, recapped what Beth said to make sure she understood, and made a recommendation to look for another style of skirt. Getting this level of caring service stood out in Beth’s mind.
STEP 4
MAKE EACH CUSTOMER FEEL VALUED
When you establish rapport, interact positively, and identify customers’ needs to make the best recommendation, you are on your way to building strong relationships. Your next step is to say something to show your customers that you value their business. Whether your interaction is a onetime conversation or an ongoing interaction with a customer who does repeat business with your company, your primary job is to communicate effectively and build positive relationships. Even in instances in which customers do not agree with your proposals or you do not have what they are looking for, you can still say something to show that you value them.
Go out of Your Way for Your Customers
Do all you can to help them and always try to do more than they expect. When a customer asks a question, give a thorough explanation rather than a one-word answer. Sarah could have easily let Beth walk out the door when she could not find the skirt she wanted. By going out of her way, she not only made Beth feel valued, she also had the possibility of making a sale.
Validate Customers’ Decisions
If a customer agrees to your proposal, say something supportive. “That’s a great choice. I know you’ll be happy with it.” In situations in which customers do not agree with your suggestions, say something to justify their decisions. If the vacuum salesperson did not make the sale, he could say “I understand how you feel. This brand is costly.” Doing so would make the mother feel better about her decision.
Instill Positive Feelings
Always make customers feel good about their decisions. Think how the mother would feel if the salesperson ended the conversation by saying “I guess your son will have to deal with the allergens in your house.” Rather, he might follow up with a positive statement: “It’s a big decision. I’ll be happy to help you if you have any more questions about it.” Think how Beth would feel if Sarah replied “You want green? Green is such a drab color. Why not go for a bright color like pink?” Sarah instilled positive feelings by saying that Beth’s choice was a great color. Always make sure your last words are memorable ones that instill positive feelings about yourself and your company.
PICTURE THIS . . .
THE RIGHT WAY TO MAKE CUSTOMERS FEEL VALUED
Sarah returned with a skirt. “I found this khaki skirt. How do you like it?”
After looking it over, Beth said “Thanks for looking, but I still like the style of the green one better.”
“I understand and I appreciate that you really liked that skirt. I hope next time you come in, we have the styles and colors you like.”
How Did the Customer Feel?
Sarah went out of her way to find another skirt, but when Beth said it was not what she was looking for, Sarah validated Beth’s decision by saying she understood. She instilled positive feelings in Beth by assuring her that she appreciated her decision.
STEP 5
MAINTAIN ONGOING RELATIONSHIPS
When you build strong relationships with customers, your work is not done. In any relationship, you have to work to maintain strong bonds. Customers come back a second time because you have established a relationship with them. Imagine how valued they will feel if you remember them! Because Sarah went out of her way to help Beth, Beth is likely to return. That is the way to build customer loyalty.
Remember Your Customers
Nothing makes a customer feel more valued than being remembered. Acknowledge your repeat customers by saying something to show that you remember them. Customers who do repeat business with a company appreciate being recognized. As for the customer who was having his worst day, think how he would feel if next time you said “Hi, how are you doing? I hope today is going better for you.” Everyone appreciates an employee with a good memory. This shows your customers that you value your relationship with them.
Memorize Customers’ Names
When customers come into or call your business repeatedly, make it a point to recall their names. Addressing customers by name shows them that they are important to you. Repeating the name back to the customer will help you remember it. If the customer says, “This is Mr. Johnson. I’m calling about . . .” and you respond by saying “Yes, Mr. Johnson, I’ll be happy to check on that,” you show that you listened and acknowledged in a personal manner. If you do not know the customer well, always use the last name. “Hi, Mrs. Adams. How are you today?” Leave it up to Mrs. Adams to tell you whether you should call her by her first name.
TIP
To help remember names, repeat the person’s name when you are introduced. “I’m pleased to meet you, Barbara.” Use the name a couple of times during conversation: “Barbara, you mentioned that. . . .” After the person leaves, think of something that will help you remember the name. For example, you could create an associative memory jogger such as “Barbara, blue eyes.”
Learn Your Customers’ Preferences
Nothing will make customers feel better than to know you value them enough to know their likes (and even dislikes). This may be impossible if you handle a large number of customers; but if you are able, try to get to know your more frequent customers’ preferences. Making notes on their account file may help jog your memory. “Hi, Mr. Jeffries. I’m glad you called. If I remember correctly, last time you called, the doodad you were looking for was out of stock. We just got some in.” Better yet, if you remembered that Mr. Jeffries had been looking for a particular doodad and some just came in, why not call him? What a terrific way to cement your relationship!
Try to do something special every now and then for your repeat customers. It can be something as simple as taking the time to get to know them, showing new products that might interest them, or offering a special sale price on a product or service.
PICTURE THIS . . .
THE RIGHT WAY TO MAINTAIN ONGOING RELATIONSHIPS
The following week, Sarah spotted Beth in the store. She walked over to her. “Hi. I’m so glad you came in.”
“You are?”
“I sure am. Today we got a shipment of the green skirt you were looking for. I thought of you and hoped you’d come in.”
“That is great! I can’t believe you remembered.”
How Did the Customer Feel?
Beth was thrilled that Sarah remembered her and that she wanted a particular skirt. Sarah had built a relationship with Beth, and now she is working to maintain it. Next time Beth needs clothes, where do you think she will shop?
STEP 6
UNDERSTAND VARIOUS TYPES OF CUSTOMERS
Most of your customers will be pleasant people who are easy to satisfy. They come to you for help. You provide them with valid solutions and they are satisfied. But how do you handle those customers who are not pleasant and can be difficult to satisfy? They can test your patience and, in some cases, unhinge you. And what about customers who are culturally different or have disabilities that may make it difficult for you to communicate? When that happens, you are apt to feel uncomfortable because you are afraid you will say or do something wrong.
Below are some tips to help you interact successfully with people who can be difficult, along with those situations in which you find it difficult to know what to say and do.
The Pushy, Obnoxious, Agitated, Angry, or Demanding Customer—Remain Calm
When you stay calm, you stay in control. When you stay in control, you will be able to help this type of customer without coming unglued. Maintain a professional demeanor. Try to put the customer at ease. Speak softly and control your voice inflection. Never take on the same tone this type of customer uses with you. Speak in a positive, upbeat tone of voice. Keep a concerned or neutral facial expression. Remember, these types of behaviors may be ingrained. It may be part of their personalities, and perhaps acting in these manners is the only way they know how to act. In other words, do not take their behavior personally. They very well may act like this with everyone.
The Timid, Indecisive, Confused, or Stressed Customer—Be Patient
Help draw these customers out and get them to talk more. Ask open-ended questions. Listen closely to their responses and try to guide them to give you enough information to help them reach a decision. Some people are naturally shy. Some people have a difficult time reaching any decision. When people are stressed, they may find it tough to pay attention. Be sensitive to these types of customers and help them become more talkative by asking questions and encouraging them to talk. Guide them to make a decision based on the facts you are able to gather.
The Overly Friendly, Flirty, Wheeler-Dealer, or Melodramatic Customer—Be Professional
Keep your end of the conversation on business. These customers can be difficult to handle because they do not see their behavior as being out of line. It is up to you to control the conversation. Do not foster overly friendly or flirty behavior by being overly friendly in return. Guide your conversation back to business. If a flirty customer continues, offer a gentle reminder that you want to help—with a business solution. Try to rein in the wheeler-dealers by acting ethically. Be sensitive to those who love to be in the spotlight by focusing on the business interaction.
The Culturally Different Customer—Be Tolerant
We live in a society made up of many cultures, languages, and customs, yet people often do not know how to talk or act in the presence of a person from another culture. Projecting kindness, smiling, and being honest and sincere translate into any language and across any barrier. People who do not look like us or act like we do can make us uncomfortable. By learning to be tolerant of differences, you will overcome any cultural obstacles. If you have trouble understanding your customer’s accent, ask him or her to repeat. Listen for key words. Ask questions to clarify. Keep your statements short. Check for understanding by summarizing the customer’s request.
People with Disabilities—Be Respectful
Treat them like you treat anyone else. Make eye contact and speak in your normal tone and pace of speech. Focus on the person first and the disability second. Putting the disability first, such as saying “the handicapped person,” places the focus on the disability rather than the person. When referring to a person with a disability, refer to the person first and use terms such as “the man who uses a wheelchair,” “the woman who is blind,” or “the person with epilepsy.” Once you get used to dealing with people with disabilities, you will see that they want to be treated like anyone else, with dignity and respect.
TIP
If you do not know how to refer to a person, the proper term, when referring to someone who is handicapped, is to always put the person first, as in “person with a disability.”
Here are some other suggestions as to how you should interact with people with disabilities:
Offer to shake hands if this is normally how you greet people. It is acceptable to shake a person’s left hand. If, after offering your hand, you find the person is unable to shake hands, complete the handshake by placing your hand on the person’s right hand.
Always ask first if a person wants help: “I’ll be happy to reach that if you’d like.”
If you don’t know what to do to help a person, ask what you should do: “I’d like to help. Please tell me what I can do.”
For people who use wheelchairs:
Try to place yourself at the person’s eye level if you are going to have a lengthy conversation.
Never lean on a wheelchair or hover over the person.
Make eye contact and speak directly to the person, not to the person’s companion.
For people with developmental or cognitive disabilities:
Speak clearly and use short, easy-to-understand words.
If the person has difficulty writing or typing, offer to help: “If you’d like, I’ll be happy to complete the application for you.”
Give the person ample time to formulate thoughts and respond to you.
Refrain from finishing the person’s sentence.
For people with visual impairments:
Never touch a service dog without first asking permission.
Tell the person about any obstacles in his or her path: “There are boxes in the aisle ahead, so we’ll walk close to the wall.”
When asking the person to take a seat, help him or her touch the chair first.
Verbalize what you are doing to help the person: “I’m inputting the information into my computer so I can give you an installation date.”
For people with hearing impairments:
Look at the person and speak and enunciate clearly.
Keep your hands away from your face when speaking.
Use simple words and short sentences.
For people with speech impairments:
Ask the person to repeat if you do not understand; then repeat his/her words back to be sure you understood correctly.
Use closed questions that require short answers.
TIP
In all cases, when interacting with people with disabilities, be patient. Also, don’t be embarrassed or overly apologetic if you make a blunder.
When you learn to interact with different types of people and personalities, you will confidently handle any customer in any situation. By building and maintaining positive relationships, you are on your way to providing great customer service to every customer.
PICTURE THIS . . .
PUTTING IT ALL TOGETHER
After being trained, Sarah busied herself folding tops on the front display table.
Beth Adams, meanwhile, was outside the store looking at the clothing display in the window. She came into the store and noticed Sarah.
This was Sarah’s first customer. She was nervous, but she knew what she needed to do. She looked at Beth, smiled, and said “Hi, how are you doing today?”
Beth smiled back. “I’m fine, thanks, how are you?”
“It’s my first day, so I don’t know yet. I’m a little nervous.”
“I know how that feels. I’m sure you’ll do just fine.”
“If you need anything, I’ll be happy to help you find it.”
“Thanks, I’m looking for a skirt. I’ll look around.”
“Okay. We have skirts in great summer colors.”
Beth smiled and walked away. Sarah continued to fold the tops while Beth browsed.
“Excuse me. Can you see if you have this skirt in a size twelve?” Beth asked.
Sarah took the skirt from Beth and said “Yes, I’ll be happy to. I love this shade of green.”
“I love it too. I hope you have it; I’ve been looking for a green skirt.”
“I’ll be right back.” Sarah hurried into the stockroom. She came back with a different style green skirt and said “I’m sorry, we don’t have that skirt in your size. I don’t know if you saw this one. I brought it because you mentioned you wanted a green skirt.”
“Thanks, but that isn’t exactly what I was looking for.”
“What type of skirt are you interested in?”
“I prefer longer skirts.”
“What other colors would you be interested in?”
“I really wanted green, but I suppose I could use a khaki skirt.”
“Do you care for prints?”
“No, I only wear solids.”
“I’ll check to see if we have the style you liked in khaki. I’ll also see if we have other longer skirts in a solid green or khaki. I’ll be right back.”
“Thank you. That would be great.”
Sarah returned with a skirt. “I found this khaki skirt. How do you like it?”
After looking it over, Beth said “Thanks for looking, but I still like the style of the green one better.”
“I understand and I appreciate that you really liked that skirt. I hope next time you come in, we have the styles and colors you like.”
The following week, Sarah spotted Beth in the store. She walked over to her. “Hi. I’m so glad you came in.”
“You are?”
“I sure am. Today we got a shipment of the green skirt you were looking for. I thought of you and hoped you’d come in.”
“That is great! I can’t believe you remembered.”
Your customer interactions may not always be this simple or straightforward. Even if your customer contacts are much more involved, practice these steps and you will be able to build and maintain positive relationships with your customers.
BUSINESS
NOT
AS USUAL
Relationship Building Is the Cornerstone of Customer Service
As your company’s representative—and the face of your business—your number-one job is to develop strong customer relationships, whether your customers do business with you repeatedly or are onetime visitors. When you make it your business to give each customer a positive experience, you demonstrate that you care and you show them they are important to you. Any relationship requires ongoing maintenance, including customer relationships. When you continually strive to strengthen these relationships, you build strong bonds that result in loyalty. Remember, your customers provide free advertising for you: Make sure that what they are saying about you is what you want said about you. When they say good things, you help your company retain and grow your business.
Find ways to give them more than they expect.
Tell your customers that you appreciate their business.
Always make customers feel good about their interaction with you.
KEY POINTS
Step 1: Establish Rapport
Be friendly.
Be interested.
Be considerate.
Find common ground.
Be trustful.
Step 2: Interact Positively with Customers
Be helpful.
Be a problem solver.
Be credible.
Believe in your products.
Step 3: Identify Customers’ Needs
Ask questions.
Summarize customers’ needs.
Recommend appropriate solutions.
Handle objections.
Step 4: Make Each Customer Feel Valued
Go out of your way for your customers.
Validate customers’ decisions.
Instill positive feelings.
Step 5: Maintain Ongoing Relationships
Remember your customers.
Memorize customers’ names.
Learn your customers’ preferences.
Step 6: Understand Various Types of Customers
Pushy, obnoxious, agitated, angry, or demanding customers—remain calm.
Timid, indecisive, confused, or stressed customers—be patient.
Overly friendly, flirty, wheeler-dealer, or melodramatic customers—be professional.
Culturally different customers—be tolerant.
People with disabilities—be respectful.
PRACTICE LESSON
Step 1: Establish Rapport
Think of your typical customers. How can you begin establishing rapport?
Step 2: Interact Positively with Customers
What are some ways in which you can interact positively with your typical customer?
Step 3: Identify Customers’ Needs
What questions can you ask to uncover your typical customers’ needs?
Step 4: Make the Customer Feel Valued
What are some things you can say at the end of the interaction to make your customers feel valued?
Step 5: Maintain Ongoing Relationships
What are some things you can do to make your repeat customers feel special?
Step 6: Handle Various Types of Customers
Think about a recent customer listed below. What did you do right? What could you have done better?
Agitated
Confused
Wheeler-dealer
Culturally different
DOING IT RIGHT!
You may not be old enough to remember the television show Cheers, about a neighborhood bar where the “regulars” gathered every night. At Cheers, the regulars, the employees, and the owner were like a big extended family. When you think about it, aren’t those the types of places you like to go? The places where they always know your name and they’re always glad you came?
When it comes to restaurants, I’m fortunate to live in an area where we have many from which to choose. One of my favorites is Sal’s Pizzeria. The first time my husband and I walked into his restaurant, Sal paused momentarily from tossing pizza dough to greet us warmly: “Hi, folks. Thanks for coming in.”
His wait staff was equally warm and friendly, smiling and talking with the diners. Clearly, this was a place where Sal and his employees enjoyed coming to work. During our meal, Sal walked from table to table, talking to all the diners. We chatted a few minutes, and my husband and Sal, both being from New Jersey, talked about things they had in common.
The second time we went to Sal’s, he paused from tossing pizza dough. “Hey, New Jersey!” he called out. With all the customers coming through his door, I thought it was great that Sal not only remembered us, he remembered something about us.
Since that second visit we have become regulars at Sal’s. It meant a lot that he took the time to get to know us and build a relationship. The hostess also knows us, and if she hasn’t seen us in a while, she will ask how we’ve been. Our usual server remembers what we like to drink and what we normally order. Order something different? She’s likely to say “Not going with the usual tonight?” Everyone at Sal’s makes us feel like we are part of their family.
Building relationships is important in any business. Taking the time to get to know your customers is a giant first step in building relationships. After all, we do want to go where everybody knows our names, and they’re always glad we came. When you welcome customers into your business and treat them like family, they’ll become like family—loyal to you.
HOW DO I MEASURE UP?
In my place of employment:
1.Who are my customers?
2.What do they expect from our business?
3.How do our products and services enhance their lives?
4.How can I use these answers to establish a relationship with my customers?