Ask SCORE
Presented by Fox Valley Chapter 289                                              
Issue: 21                         www.ScoreFoxValley.org June 2009 
SCORE Counselor listening 
Greetings!
 
Even if you have lots of customers, listening carefully to a handful of them can pay big dividends. A personal approach works best. Here's how...
  

Sales & Marketing 

Build a Better Business By Listening to Your Customers
 
Do you ever wonder what your customers think of your business?  Are you meeting their expectations?  Are there areas that need improvement?  Will they like that product or service enhancement you've been thinking about?
 
All those answers and more are there for the asking.  All you have to do is listen.
 
A casual conversation can yield a tremendous amount of valuable information about why your customers are coming to you, what you are and are not doing right, and whether past problems have been fully rectified.  You can also get insights on the issues and needs they're facing, giving you ideas on ways in which your business can help.
 
You shouldn't put customers on the spot for answers, of course, particularly if they are pressed for time.  Instead, agree to meet or talk at a convenient time and discuss ways you can help customers explore their options and select the right action to achieve their goals. Remember, your small business will gain customer trust only by listening, not rambling endlessly about what you offer. Results are what customers care about the most. If you provide results, you gain their business.
 
Once you've listened attentively, you have the information you need to create an urgency to act that is based on the client's needs, not yours. No need to push. Just use your knowledge to understand the customer's own urgency. That's why they are talking to you in the first place.
 
As you hold these conversations, common themes will likely emerge that you can incorporate into your service strategy.  Remember too that while you should treat all customers equally well, not all of them have the same priorities and concerns.   An issue that Customer A perceives as absolutely critical may be hardly worth talking about to Customer B.  Still, only a few minor adjustments may be necessary to address the needs of both, further enhancing your reputation as a can-do business!
 
Customer satisfaction is crucial to a small business. For more help, contact SCORE "Counselors to America's Small Business."
  
The Fox Valley SCORE Chapter offers free, confidential counseling to small businesses, including start­ups. Affiliated with the U.S. Small Business Administration, SCORE has counselors available in nine locations in the counties and suburbs west of Chicago.
 
To sign up for an appointment at the location closest to you, go to ScoreFoxValley.org.

 

  Copyright (c) SCORE Association
SCORE Logo 2
We look forward to helping you figure out what your customers really want, so you can serve them better. 
 
Sincerely,
 
The Counselors at SCORE
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Grants prodided by the Kane County Riverboat Fund, the Alfred Bersted Foundation, and the Community Foundation of the Fox River Valley.
 
SCORE Web Site 
F R E E Francising Overview 
New from SBA and FranNet. Take this quick online seminar to learn:
What is franchising?
Is franchising the right answer for you?
And how to choose the right franchise.  
 
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Free Counseling
 
Click any link below to sign up for free counseling at that location. Seek help as many times as you like.
 
 
For evening hours, see Naperville.
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Legal Corner
Sponsored by
Poznak Law Firm, Ltd.
 
Business contract basics 
A single business dispute can ruin your bottom line. Protect yourself with contracts that help you avoid misunderstandings.
Details here.
Workshop in progressJUNE WORKSHOPS 
A Great Time to Learn!
 
SCORE has teamed with Harris Bank to present a FREE workshop on "Legal Help in Uncertain Times."  Attorney James Poznak will focus on strategies that will help existing businesses. Plan to attend on Tuesday, June 16, from 6 to 8 p.m. at the Wheaton Public Library. Register now.
 
Plus, the month has a full schedule of short, affordable workshops being held at the College of DuPage in Lisle, Waubonsee Community College in Aurora, Elgin Community College and Joliet Junior College. Choice of topics. Choice of locations.