Learning and development training

Thought for the day

The full archive of free daily management tips from our team of trainers.

‘Give your customers more than they pay for’

It is often thought that customer expectations are relative to the price paid for a product or service. In essence, you get what you pay for. However, customers often have higher expectations. If you really want to be an outstanding business, you must organize your business so that your customers believe that you always give them more than they pay for. These are known as ‘moments of truth’, when expectations are exceeded and customer delight is achieved. Because customers measure everything (unconsciously) and little things often matter the most, achieving these ‘moments of truth’ is both easy and elusive at the same time.

Here are some suggestions for creating ‘moments of truth’:
  • Pay attention to small details – they are the most important ones
  • Pay attention to the peripheral functions – reception areas, phones, staff manners, parking, customer areas, stock, presentation, letterheads, invoices, packing etc
  • Everything counts – each time you meet or contact (or don’t contact!) the customer, your status in the mind of that customer is either improving or diminishing
  • Customers want two things: being made to feel special and solutions to problems; so treat every customer as your most important
  • When you are talking to a customer – they are your most important customer
  • You only have one customer – the one you are dealing with now
  • Think of the value of a ten year customer
  • You might have hundreds of customers – but they might have only one supplier or a one-off purchase
  • The world is full of mediocrity – any simpleton can make something a little cheaper but it takes vision and commitment to make or do something better
  • Don’t do anything if you can’t do it excellently
  • Set or establish clear expectations – and then exceed them
  • Explain terms, prices and conditions clearly, early and honestly
  • Suggestion: build a 10 per cent cushion into all your promises, quotes and statements of performance
  • Deliver faster, sooner, better, cheaper – 10 per cent more than you promised. Don’t be tempted to relax or pocket the 10 per cent difference. There is an old farming saying: ‘You can shear a sheep many times, but skin it only once’
  • Do something extra as standard.
© The author

This thought has been taken from Graham’s book ‘Companies don’t succeed, people do!’ Graham delivers outstanding sales training – click here for details of some of his programmes.

Previous Thoughts for the day

Red Arrow‘Encourage your customers to be unreasonable’
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Red Arrow‘Give your customers the benefit of the doubt’
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Red Arrow‘Encourage your customers to complain’
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Red Arrow‘Being good enough, isn’t good enough – give customers a reason to be faithful’
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Red Arrow‘How to keep a customer for life – give them lots of reasons to stay’
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Red Arrow‘Close the customer service department’
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Red Arrow‘Customer satisfaction is everybody’s job’
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Red Arrow‘Customer satisfaction is not satisfactory’
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Red Arrow‘The answer is – yes!’
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Red Arrow‘What are others doing?’
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Red Arrow‘How can I take better care of my customers?’
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Red Arrow‘Every sales call is a free market research opportunity’
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Red Arrow‘The customer isn’t always right’
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Red Arrow‘Give your customers more than they pay for’
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Red Arrow‘Wash your dirty laundry in private’
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Red Arrow‘It’s OK to spend money’
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Red Arrow‘Expect the unexpected’
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Red Arrow‘Have a NIZ!’
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Red Arrow‘Dump trivia’
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Red Arrow‘Less is more’
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Red Arrow‘Speed up routine tasks’
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Red Arrow‘Stop doing other people’s work’
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Red Arrow‘Ask questions’
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Red Arrow‘Take control!’
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Red Arrow‘Listen!’
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Red Arrow‘You don’t have to answer the question’
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Red Arrow‘Shut up!’
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Red Arrow‘Be receptive’
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Red Arrow‘Go to the balcony’
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Red Arrow‘Think before you speak’
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Red Arrow‘You can’t stare – but you must watch!’
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Red Arrow‘Don’t be predictable’
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Red Arrow‘KISS’
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Red Arrow‘Aim high’
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Red Arrow‘Say “No.” ’
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