News from Leadership By Design

News From LBD

May 2014 Volume 6 Issue 5

What Do Your Customers Want?

Research tells us that customers want two basic things from a supplier:

Initially they want quality core service. In other words, they expect your product or service to work and to do what you say it'll do. However, do this alone and you'll only provide "ordinary" service.

Next, they want friendly caring service. They want to be acknowledged, to feel that someone is interested in them as an individual, and that they're cared about. This is what provides that little bit "extra."

Let me ask you two simple questions - Do you want your customers to say positive things about your business to other people? Do you want them to refer others to you? Of course you do, because as we all know, "word of mouth" is one of the most effective and low cost ways to find new customers. The most effective way to generate "word of mouth" is to provide "extraordinary" customer service.

I recently renewed my University of MN season football tickets along with my annual contribution to the school's athletic scholarship fund. As they have done in the past, I not only get a thank note from the AD I also get a phone call from a current student athlete thanking me for supporting them. I then get 2-3 follow-up phone calls throughout the year, along with a progress report on how my support benefits student athletes.

These student calls provide that little bit "extra." They make me feel important; they are warm, friendly and appreciative. They ask me questions about my experience with the University and the football program. They make me feel good about my support and thus I encourage others to support them as well.

Make no mistake about it; providing friendly caring service creates that little bit "extra" and generates "word of mouth" for your business.

What Leaders are Reading

The World's Best Known Marketing Secret: Building Your Business with Word-of-Mouth Marketing by Ivan Misner, PhD

This book is not a "get-rich-quick" scheme or "easy-money" program. It is instead, a solid foundation for building any successful business enterprise. Developing a word-of-mouth marketing program is an effective, potentially lucrative way to generate more business. This is a hands-on, how-to book that will enable you, or your staff, to increase the amount of business you generate through the magic of word-of-mouth.

THE GO-GETTER by Peter Kyne

Ever since it's first printing in 1921 this book has inspired employees and entrepreneurs to take initiative, increase productivity, and excel against all odds. It is a classic piece of motivational fiction. A powerful story that teaches us how to stay motivated and passionate about our work regardless of obstacles.

Leadership Tip of the Month

Five Steps to add that little bit extra and generate word of mouth:

1. First impressions are vital -It therefore makes good sense to consider what you look like and how you sound. In a face-to-face situation it's important to make eye contact and smile. On the telephone, it's not what you say as much as how you say it.

2. Warm and friendly -

This is what most people want and it will make your life easier too.

3. Use names appropriately - A person's name is one of the warmest sounds they hear.

4. Actively listen -

Many people listen but don't show that they're listening. You've got to

be interested.

And remember, over the phone, you need to occasionally make some indication that you're still there.

5. Close positively -

At the end of an interaction it's a good idea to make a positive statement on a business level and a personal level. Say something like, "If you have any further questions please call me and make it a great day!"

To learn more, contact LBD.

John Branstad

Quote of the Month

"Quality in a service or product is not what you put into it. It is what the client or Customer gets out of it."

Peter Drucker

John Branstad
www.leadershipbydesign.org
763-213-5267