TAPPING THE ULTIMATE LEAD SOURCE
by Michael J. Galante

For the past few years the hot topics in many business circles has been Total Customer Satisfaction. Although it has been widely accepted one must ask, is it really worth the time and effort? What is the payoff in dollars and cents to an entrepreneur, a salesperson, or even a sales organization? Having read a number of books and articles, I can sum up this topics in one sentence. Customer Satisfaction is the result of delivering all that the customer is expecting before, during, and after a given transaction. I use the word "expecting," because today's customers are very demanding. They expect quality products at fair prices with excellent service. They look beyond what is promised and are only satisfied if their expectations are met. A customer oriented person will go into every transaction knowing they have to under-promise and over-deliver. Meaning that they will promise just enough to make the sale, but then deliver more than the customer is expecting. It is built into the sales process and price structure. Think of it this way, you go to the grocery store and pay for $100.00 worth of groceries, but the store owner gives you $110.00 worth. He planned on giving you something extra and you are pleasantly surprised. Customer Satisfaction by itself does not guarantee that customers will buy from us again or send others to us. So how do we make Customer Satisfaction payoff? Simple- use it as a tool to ensure future business. Have a pre-set plan of attack that will secure referrals and repeat business. It is much easier to sell to someone who has already bought from you than it is to create a new customer. We don't have to spend a lot of money on advertising or promotions in order to attract them to us. Repeat sales and referral sales are more profitable and are easier to make. Here are a few suggestions; Change your mind set. Realize that every customer is worth a lot more than the profit or commission on a single sale. This is because they may buy from you again in which you will make additional money. Or they may refer others to you who you may profit from. The idea is to look at the number of sales that each customer can bring to you, not just at the current sale.Think long term. Good communication is the key to great relationships.Ask the customer a lot of questions in the beginning of the relationship so you can understand what they are expecting. Be able to and available to answer any questions that a customer may have. Call the customer regularly during every part of each transaction. Follow through on promises made and provide updates and/or status reports if something changes.Ask for referrals up front.Let your customers know that referrals are part of your compensation package. They are not in addition to it. When making presentations or quoting prices, tell the customer that you need 3, 4, or 5 referrals along with their payment.It becomes part of your compensation, not a favor that they are doing for you. Plus, it is easier to ask for them. Ask for referrals at every opportunity. Make asking for referrals part of your pitch. When you first meet a prospect, when you agree on a price, when you deliver the goods, and after the sale is complete. It should become second nature to you. You will start to see prospects as a source of multiple sales as opposed to a single sale. Even if you do not sell that particular person, they may know someone who needs your product or service.Thank You cards or letters. Send Thank you cards or letters to your customers every chance you get. Depending on your industry you may send them out when someone requests information, when they request a price quote, or when they schedule an appointment. Regardless of your industry you should send each customer a Thank you note after every purchase. For only a few pennies you will build tremendous customer loyalty. If you show the customer that you care, they will reward you with additional purchases. These cards can be preprinted but should be hand signed whenever possible. The personal touch goes a long way. Have a pre-set follow up plan. No matter how satisfied the customer is, and how much you thank them, they need to be followed up. Most people have very busy lives and your success is not part of it. They will rarely call you with referrals, it is your job to get them.Schedule a series of 3 - 4 follow up calls to make to each customer after each purchase. Maybe the first one will be the day after the purchase. The second one may be a week later. The third may be two weeks after that. Then the fourth may be one month after that. The idea is that you should call at least two times within the first month and then one to two more times within the next month. Each call will have a specific purpose. The first may be to check on the customers satisfaction and see if they have any questions that they would like answered. The second may be to ask for more business. And the third may be to ask them for the names of friends or relatives that may have a need for your services. The more you call to help them, the more willing they will be to help you with additional business or names of others. Offer discounts. Offer previous customers a discount on any reorders or additional savings if they buy other products or services from you. Maybe start a frequent user club where they can earn discounts or prizes for multiple use. The more they buy the less it cost you to advertise. Offer people incentives to refer others to you. If it cost you $100. to advertise in order to make a sale, maybe give them $25. in a cash bonus when a person that they sent to you buys from you. You could also give them discounts on any future purchases that they make if the person buys. Keep in touch with newsletters or postcards. Send monthly or quarterly newsletters or postcards to all of your existing customers. Keep a computerized database of your past and existing customers with their names, addresses, and phone numbers. Most database programs can print labels in order to make the mailing task easier. There are also many desktop publishing software programs that can produce a high quality, low cost piece to mail.Include topics that you feel are of interest to your customers. Topics that can help your customers enjoy the products they purchased more, or help them learn more about a specific topics. You may be able to offer some tips or advice for any do-it-your-self of your products or services.These are also a nice way to keep your customers informed about any sales or new products you are offering. You can include coupons and specials for valued customers.In conclusion, by improving your customer satisfaction skills you will create a strong network of customers who are happy with your products or services. You will have the ultimate lead source. A bank of contacts that you can call on in order to withdraw new prospects or leads. Your previous customers are a valuable source of new business. It costs almost nothing to contact them and find additional business and new prospects. Make them feel important and they will become partners in your success. They will appreciate the attention you give them after each sale. These partners will bring in many leads that you would normally have to pay for. Partnerships at all levels, personal through organizational, are the key to success in today's competitive environment.