Last month while excitingly sharing the boring details of my new ski boot purchase with a friend, he asked where I got them. When I told him the name of the shop, he asked why I chose them. Although a simple question in nature, it got me thinking: It was not the cheapest shop, nor was it the closest or the best known. They had a decent selection, but not the biggest. So why did I choose them when I could have saved a buck somewhere else?
Easy. The people. They made me feel welcome. I was part of the decision-making process. They listened, they were honest, and I left there feeling like the few extra dollars I spent were well worth it for experience, additional education and attention I received.
This concept applies to any customer interaction – whether you are a security integrator or a retail ski shop. When I reflected on the security integrators I worked with over the years as a customer, the best ones remembered one important thing: Customers have choices!
Let’s break down this often-overlooked idea, noting how Mark, my ski shop salesperson, put this into action.
C.H.O.I.C.E.S.
C- Communication: This one seems pretty simple – communication with the customer is critical. Let them know when, where and why things are happening. Back at the ski shop, Mark introduced himself, let me know he would be about five minutes with another customer, and asked my name to personalize our interaction – A simple but appreciated touch.
H- Honesty: Things don’t always happen perfectly in business. Needs change, mistakes happen, products are delayed, and scheduling conflicts arise. Being up-front and honest with your clients will help to build trust. Mark let me know that the ski boot I was first looking for wasn’t carried by their shop and told me the name of a competing shop where I could find it. He earned my respect and my business with his honesty.
O- Options: Providing your client with options, where possible, helps to develop a sense of ownership. If there are equally beneficial choices, help the client to make an informed decision based on your recommendation. This will help produce a more satisfied customer who feels their specific needs were addressed. Mark provided me three options that was comparable to the boot I was looking for, and talked me through the small differences of each.
I-Information: Your clients want to know as much as possible about their investment. When Mark explained my three options, he shared the pros and cons of each. None were a deal-breaker, but it helped me to better understand what the differences and results would be.
C- Competency: Clients want to know that you know what you are talking about. Information can be provided, and competency must be demonstrated. Mark was an clearly expert in his field, and could speak to each product with knowledge and experience.
E- Excitement: You don’t necessarily need to be jumping up and down on the job site – simply giving the impression that you are happy to be there is enough. I could tell that Mark loved his job and wanted to be there helping me.
S- Skill: When a client is investing in a job, they want to know that you not only understand the scope of work, but you can also complete the job with skill and professionalism. Ensure your teams are trained, and that your finished work represents your company the way you want it to. Mark had clearly been trained on how to expertly fit my new boots and adjust my bindings to them.
Clients always have choices when it comes to selecting services and business partners. Set yourself apart from the rest by remembering “choices” as an acronym which can help make the decision making process easy. Mark and his ski shop earned a customer for life, and you can do the same!
Anthony Berticelli is the Director of Education for PSA Security Network. Request more info about PSA at www.securityinfowatch.com/10214742.
