Articles
How to Keep MORE Clients…for Life!
by Mark Rosenberger, CSP.
According to several studies, the number one reason clients go away is an “attitude of neglect or indifference.”
Stated differently, long term client loyalty is eroded by small acts which in one way or another communicate a spirit of disregard.
As a Real Estate professional creating value and offering a competitive advantage are important ingredients in the “keeping clients for life” game, but a vast majority (over 60%) of malcontents state someone’s attitude as the reason for changing agents and companies. And I can assure you, it wasn’t because folks had a positive, can-do attitude!
I received a rude reminder of this important stat last week when I was on an annual “Dude Trip” outing with my son. We decided to play golf till we dropped for two days which included one night’s lodging and dinner at our chosen destination.
I must say, we had a blast together. We shot 36 holes the first day and retired to dinner, swam in a hot natural springs pool (boy did my body need that after 36 holes), relived the glory moments of the day and finally had a restful nights sleep.
Day two started with breakfast and more golf. We were having such a magical time together, I decided to look into staying over for one additional evening—the natural springs hot pool was calling my name. I called the reservation center to inquire on the process and rates. The response was priceless…or should I say costly.
Please stop for a moment and get a clear picture of the setting before I offer the priceless response: I’m having the time of my life playing golf with my son—what could be better? We’re both playing better than we’ve ever played (just ask us!).
I feel as if I’m building HUGE memories with my son as we discuss everything under the sun between great golf shots. The resort we’re at is not packed during the summer and could certainly use the additional revenue and positive word of mouth exposure. I’m a willing customer who wants to spend more of my hard earned money with their property. The call is made and the priceless response I earn is: “Can you call back in 5 minutes—we’re having a meeting.” Not really a question, more of a command.
I held the phone away from my ear in disbelief. Perhaps I’m hypersensitive because I spend every week of the year working with companies on leveraging opportunities to double repeat and referral business. Possibly I was stunned that in a time of tough economic challenges for many companies, someone would be so clueless at such a critical moment.
One thing I know for sure: the number one reason customers don’t come back is “an attitude of neglect or indifference.” We didn’t stay a second night…at that location.
I’m tempted to send the management a “Value of a Customer” study. It details in specific dollar terms of how much revenue walked out the door with that response. Sending my article, “Attitude is Everything” might help but then again, who knows, I don’t think they’d understand.
All I know is that one more time, this important statistic has been verified: the number one reason customers go to the competition is a perceived attitude of neglect or indifference.
What can we learn from these stats and this experience?
1. Loyalty is hard to earn and easy to lose.
2. We need to be ever aware of our attitudes when dealing with clients. Sure, you feel like the plate spinner with 50,000 things going on at once, but your client doesn’t care.
3. Tonality over the phone sends a message that over-rides the words. I recorded the receptionist at twenty companies offering their initial greetings. The tape is played in many programs as I invite participants to score their impression: WOW! or Ho-Hum. Out of twenty calls, only one response WOW!’s the group. The words are right in the other 19 greetings, but the attitudes and tonality seem to say: “This would be a pretty great place to work if it weren’t for the pesky customers.”; or “Can you call back in 5 minutes—we’re having a meeting.”
4. Your partners can make or break you. Your clients will form opinions based on the support team you use to move their deal through the process. Pick “Loyalty minded” people.
I see it’s time for golf so off I go. Perhaps today I’ll find companies who are aware of this important stat and will use it to their advantage.
Go WOW! your clients and your team!
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