...can you generate customer loyalty?

That may be one of the toughest questions your organization has to answer. A consumer might be completely satisfied with a brand, but does that mean she won't jump at a chance to save money, become more efficient, etc?

It can be hard to stay loyal when there are many options available, and simply providing world class customer satisfaction is no longer enough.

Walker Information Inc. recently polled consumers on the topic of loyalty. Their research indicated "there's still a yawning gap between the percentage of people who say they're satisfied with a business and those who consider themselves 'loyal' to that business-intent on maintaining the relationship and continuing it into the future. Many companies have figured out how to deliver satisfaction, but they've not yet figured out how to earn loyalty anywhere near those levels."

With increased competition, and focuses on cost, all companies must continually exceed their client's expectations and focus on building long-term, profitable relationships. Delivering results, at a fair price and with the right level of attention has never been more important or challenging.

Every company spends a huge amount of time and resources on retention. I once worked for a company that each month, we implemented new strategies to 'save' customers from switching to other companies, all while trying to balance profitability and customer satisfaction. The one thing we failed to do was to prepare for our customers' future needs. Most of the time, when we were at the point of trying to retain them, it was already too late.

Anticipating those customers' needs lets them know that you care about their business, and you want them to reach their goal. Instead of focusing on how to simply retain, companies need to think about building rock-solid relationships that have customers wanting to do business with them over their competitors.

Is your company focused on meeting customers' future needs?

..next-5 steps to getting there...

You like me...right?

There's nothing in this world more important in sales than being liked by your prospect.

A prospect won't listen to you unless they like you, so if you can't get them on your side, you can't create a sale. If they like you, they may listen to you. If they'll listen to you, you may be able to get them to trust you. If they trust you, they just might buy from you . . . .

Everything positive in the sale starts with them liking you, everything negative starts with them not liking you.

These three statements about being liked were made by three top sales trainers. Being liked must be the lynchpin to success in selling, right? I've attended numerous sales workshops and seminars, listened to a great many CD's, and read dozens of books that all emphasize the critical nature of being liked by prospects and clients.

Sounds like being liked really is the key to sales success!! But it is not…..

I work in a profession that has a reputation for being less than honest--for being downright dishonest (it's called sales). Many, if not all, of our prospects have had numerous bad experiences with salespeople. They've been lied to, ripped-off, and taken advantage of to the point they not only have erected a protective wall between themselves, they've also dug a mote and stocked it with crocodiles. They try to avoid us if at all possible, and when they do have to deal with us, they expect us to lie, cheat, and try to screw them to the wall.

Your prospects have met the ‘likeable’ rip-off artist, the likeable liar, the loveable conman; and as far as they know, you're him, and if you are, well, that's just “par for the course when dealing with salespeople.” Prospects aren't surprised to find likable salespeople whom they don't trust. That's the norm. They even buy from them because they can't find someone they do trust. And if you're going to buy from someone you don't trust, why not buy from the one you like?

No, being liked isn't the key to sales success.

But if your prospects find likeable salespeople all around them that they don't trust, what would happen if they found a salesperson they did trust? They'd probably react in the same way as those quoted above--they'd be overjoyed to deal with them even if they didn't like them. Trust (real trust, not the shallow trust salespeople try to create by faking interest in the prospect by asking a couple of personal questions to find--or fake--common ground upon which to build likeability) is difficult to build and once built, easy to wreck.

Although trust is one of the most difficult bridges to build with a client, it is the glue that builds lasting clients. By all means strive to be liked, but work to establish trust.

Trust establishes clients and brings in business, being liked makes it more enjoyable.

Watch what the 'cabbie' does....

QUESTION: What could a simple cab ride have to do with becoming a better sales professional?

ANSWER: Almost everything!

My wife and I love to travel. Back in the ‘day’ when you could actually have several pieces of luggage when you traveled…on one of our trips we decided to take an ‘extra’ bag (total of 3) and my golf clubs. Today that idea has been thrown out of the window due to the increases in airline travel expenses (don’t get me started on that subject)…Anyway, our cab pulls up and the driver gets out, walks around to the trunk, takes one look at our 3 pieces of luggage and my clubs… and just grunts at me. Immediately I feel like I’ve done something to offend him. I feel weird and I just started my vacation…..bad sign.

Feeling guilty, I helped him wrestle my bags into a trunk that is already jam-packed (where did all of this other stuff come from?). He slams the trunk lid shut as I sink into the back seat feeling embarrassed that I actually have luggage. I feel like crap…and I didn’t do anything wrong.  What could be learned from this? What can I learn to make me a better salesperson? (As I ride...I think, what the hell is wrong with this jerk? This is your job....this is what you do for a living....instead of enjoying my ride with the anticipation of time away from work....my “wheels” was turning....learn Tracy...learn from this!)

#1: Make people like you

We all have bad days. I understand that. But when you’re dealing with customers, you need to put on your game face. I don’t know this cab drivers exact circumstance, but how difficult would it have been to offer a warm greeting? A simple smile would have gone a long way. Very few people go to work every day trying to be unlikable, but do your customers really like you? Do they feel good about themselves when you are around?

If you find yourself alienating customers in the first three minutes, I suggest you find another line of work.

As we pull out of the airport I tell the cabbie that I need to go to our hotel. He simply nods and rolls down the windows as we head towards the freeway. As we hit the open road, I quickly discover that this driver has one foot planted on the accelerator and the other on the brake. Smooth is definitely not a word in his driving vocabulary. I had actually thought about buying a soda in the airport, it’s a good thing I didn’t because I would be wearing most of it by now. I can almost feel my stomach becoming upset. (Learn from this!! Don't let him ruin your day).

#2: Hone your skills

Too many sales reps believe that their selling skills are better than they really are. When was the last time someone gave you honest feedback on your sales skills? A better question; when was the last time you asked for feedback? I honestly believe that this cabbie thought he was a good driver. After all, why become a cab driver if you can’t drive? Truth be known, his skills were awful. How are yours?

As we continue our journey I notice the inside of his cab looks like something out of a horror movie. Don’t get me wrong, I’m not expecting a room at the Hilton, but I do believe you can throw out trash, sweep out dirt and wipe “drool” and fingerprints off of the windows! And what is that smell? Seriously...what is that smell?

#3: Take pride!!!

Take a hard look at your email signature, voicemail greeting, hand-written notes and all other customer touch points. Are your quotes easy to understand? Do your invoices make sense or do you need a law degree to decipher? It’s easy to get complacent, challenge yourself to step-up and find the “drool” in your organization and your personal "game."

Twenty minutes outside of the airport the cab driver turns to me and asks me if I know where the hotel is located. He says he’s not sure exactly where it is….I am thinking….”what an idiot.” (Of all the other cabs...I got this one....I would actually walk at this point...if I didn't have 3 pieces of luggage and my golf clubs).....(Think Tracy.....what else?)

#4: Be knowledgeable

If I knew how to get there, I could have just rented a car. If we were going to get lost, I would have preferred to get lost before getting on the freeway. Selling professionals need to be knowledgeable about their products, customers, market, industry and competition. We are the resource that our customers look to for advice. It is our responsibility to know where we are.

If you’re not knowledgeable, don’t take someone for a ride!

We finally figure out where we’re going but the cab grinds to a crawl as traffic starts getting heavy. It’s a warm, humid day so I ask if we could roll up the windows and turn on the air. Without a missing a beat (or turning his head) I’m told “no.” I understand you burn more gas running the AC, but I’m guessing my tip will more than compensate. Now I find myself trapped in a dirty, hot (smelly) cab that is being driven a grouch who really isn’t very good with directions. (What's the moral to the story Tracy?)

#5: Take care of the customer!

Cab drivers get tips, sales reps get commissions. There are more similarities than differences in how these two professions get compensated. If your livelihood depends on customers (and your job does), then you, your manager and your organization need to be committed to taking care of them.

And by the way…. I DID NOT tip the cabbie for this ride. Stop giving tips when people don't deserve it. I subscribe to the 'don't tip' for shitty service rule....maybe if you were paid commission....you would understand. A "tip" is not going to help this guy!

a simple breakfast!....

With the winter that we had this year...it is now time to celebrate the 'true meaning' of spring. This morning I had breakfast with a visionary in my industry that gave me hope that 'I am on the right path' in my thinking about customer service. He and his wife were open, honest, and easy to talk to.

I am again excited about the future which (at times) depending on who or what you listen to....is as though the 'sky is ALWAYS falling.' This team provided 'just enough' information to keep me wanting to know more about them and I look forward to our dialogue again someday. Sometimes it makes sense to 'bounce' ideas off another person...just to make sure you are on the right track....and you know what? I am!

I am extremely good at what I do and now....after all these years...I am finally beginning to believe it myself. No matter what business you are in....every business is a "people business." Whether you are dealing with internal or external customers...being able to deal with people is the key! I tell everyone that they're in the people business, and passion makes the biggest difference. If you're going to have an impact on somebody's life, you have to be excited about what you do.

Try this…before your next shift; ask yourself how passionate you are about your work. Does it show? Get honest assessments about your level of desire from coworkers or your spouse. Many employees let life and its circumstances get them off track. If this has happened to you, think back to when you started. Remember the lives you touched, the people who will never forget you, and try to recapture your passion.

You should also associate with people who have a passion for people. It sounds corny, but birds of a feather really do flock together. If you've lost some of your fire, get around people who haven't, because passion is contagious.

The second thing you must do is control your attitude. Attitude is more important than education, appearance, skill or talent. It can make or break personal relationships, business organizations, and teams of all sorts. The good news is that you have a choice every day regarding the attitude you wear. You may not have control over things around you, but you can control how you respond to them. Focus on the way you interact with people and attend to their needs. You must consciously decide to not let external factors affect your attitude, because doing so impedes your ability to give your customers your best.

And....positively interacting with people and building successful relationships requires effective communication. This goes far beyond the verbal. You have to interpret mental states and discern true meanings behind words. You must learn to communicate at the emotional level. This involves eye contact, tone of voice, body language and facial expressions listening with your eyes as well as your ears.

The final way to improve the quality of life of those you interact with is sharing your sense of humor. Of course making jokes during emergency situations is improper. But in many instances, when appropriate, a moment of laughter can give any stressed-out person a change of perspective. It can break the ice and put you on the fast track to building a relationship.

And I certainly hope that I built a relationship with the two I had breakfast with this morning...sometimes...a simple breakfast meeting can put you on the right path to your personal success!