February 16/23, 2015; Volume 28/Number 17
By Lisbeth Calandrino
If you’re like me, you went home from Surfaces with all kinds of great ideas. I was caught up in the grind, got the flu and here I am. But it’s not too late to review what you wrote down.
We call this follow-up and accountability, the two most important concepts in business. We want everyone in our businesses to pay attention. In fact, we evaluate them on these principles. I give myself lots of excuses, and that’s all they are–excuses.
After Surfaces I wrote a column about getting in touch for 2016 (FCNews, Feb. 2/9). With three shows running in conjunction there’s an opportunity to get ahead of your competition. For instance, after attending the International Builders’ Show (IBS) I realized it was a great place to network. Armed with a one-page flyer that included past jobs and testimonials, I could have made lots of new friends.
My seminar “How to Provide Killer Customer Service that will Improve Your Bottom Line” was packed with attendees. Smart business owners know that customer service is still the competitive advantage. It works because it’s delivered by people who love their customers: your employees.
Your employees are considered the “first customer of any business.” If they believe in what you’re selling, you’re set. The problem is they sometimes get overwhelmed and can’t be consistent.
Aren’t you tired of being put on hold or promised a return call that never happens?
One of the best ways to make your customer service stand out is to constantly be on the lookout for new ways to delight your customers. Look at your own experiences. Which businesses do you love and which ones do you hate?
Unfortunately, unless your business has very few customers this is not something you can master by yourself; it’s another full-time job. That’s why I’ve made it a point to scour the marketplace for a system that would fill this gap. I found the delivery system Follow Your Customer, and I am customizing the touch points for the flooring industry.
Every business is different, but there is always warranty information that needs to get out, reminders about cleaning or information that shows you care and want to stay in touch. This can’t be done haphazardly because each touch is designed to bring the customer closer. The flooring industry has different types of customers who need specific communication. Yet there are commonalities in content that must be specifically tied to the right customer at the appropriate time. For example, a hard surface customer will not be receiving information about carpet cleaning.
Having this type of follow-up system should be part of a marketing plan. It’s designed to keep you in front of your customer so she remembers you when she is back in the marketplace or in a position to refer a friend. It’s also designed to catch customers who have been “misplaced.”
We all suffer from the same problem—we’re just too busy. We try to fix the problem by purchasing email lists, networking with people we don’t know and investing in cold calling. (Yes, cold calling still exists but should be banned.)
When we get overwhelmed, we forget about sold customers and those I call “warm”—people you have touched but haven’t yet sold, or the ones you wrote estimates for and then eventually forgot to follow up. It happens to all of us.
If you want to know more about how a follow-up system can be designed for you, check out followyourcustomer.com or listen to my interview from Surfaces at https://www.floortrendsmag.com/ext/resources/Podcast/TalkFloor-Podcasts/calandrino-incardona-surfaces-2015-p2-813.mp3.