One of my business mentors told me a story years ago that left a powerful impact on me regarding how to acquire and retain customers for life.
He was in the process of enrolling students for a course he was offering when a couple walked into his office. They were interested in bringing in their daughter for his training and did he have some slots available and what were the charges and so on?
At this stage it is worth noting that from the couple in question, it was the lady doing most of the talking. Her husband was unusually quiet, almost indifferent.
This didn't go unnoticed by my business mentor and realising this unusual body language, he made a mental note to bring it up at the tail end of his engagement. After successfully enrolling the couple’s daughter for his training program, he thanked them and then turning to the quiet husband asked him, ‘Sir, you seem awfully quiet. Don’t you have anything to say?’
And that was ALL the initially quiet husband needed.
The man began opening up about a learning challenge they had with their teen son (yes, they had another child) and wondered if my business mentor in fact offered a learning module for teenagers too (which, as it turned out, he did!).
In short, from one client enrollment sprung another client enrollment.
All by noticing the 'unsaid' of the client and asking the RIGHT questions.
My business mentor ended the story with powerful advice, ‘Every potential customer has a story and is simply looking for someone who understands them. Learn to listen with more than your ears, look at the body language of your client. THEN you will find the teenager.’
Our mental view of a client may be one of a shopaholic when in reality all a client is, is someone looking for a connection.
'One customer, well taken care of, could be more valuable than $10,000 worth of advertising.' Jim Rohn
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THE 4 STEPS TO FINDING THE CUSTOMER'S TEENAGER:
1. THE SAFE PLACE
When meeting or engaging a potential client provide a SAFE PLACE
Give your clients an environment where they can open up in confidentiality.
Empathize with your clients
Avoid confrontations
Seek feedback to improve
2. PRACTICE ACTIVE LISTENING vs HEARING
The art of listening is not common. More often than not we listen to respond. Learn to empathize with the customer and GET THEM.
3. PROVIDE SOLUTIONS vs NOTICING PROBLEMS
Develop the mindset of a SOLUTION MANAGER vs PROBLEM IDENTIFIER. Do not just identify gaps or problems but further provide solutions and then ACT on those solutions.
4. GIVE VALUE BEFORE A SALE
As you develop your product think of 3 things you can give your customers for FREE before you ask them to buy. Develop a habit of giving VALUE BEFORE A SALE
This article is an excerpt from page 26 of my FREE E-Book : The Start-Up Survival Kit
Need more information on finding a customer for life? Download the book FOR FREE by clicking on the below image.
SUCCESS!
"Seek feedback to improve", most of the times is easier said than done. It can be daunting but its important that one knows that it's not personal, it's business. Seeking feedback should also be continuously practised during the lifetime of the business and not just left for the beginning phase as often practised. Standards should improve with time and not deteriorate with time. Thanks for sharing Jan!