Archives for April 2007

How special are your customers to you? That’s exactly what they want to know. Recently I received a communication from the financial service I use to make my online investment trades. They explained that I am now an Apex™ customer and will be receiving a multitude of privileges.  I wondered why I have been gifted with this honor.  I’m not sure if I’m a high roller or not, but I do feel special – simply because I have told that I am special!

Do you have customers that you view as ideal? You know, the ones that use your services frequently, pay you easily and on time, refer you to others, and are simply a pleasure to work with. How do you attract more customers like them?  Start with this core group and recognize them.  Make sure your entire staff knows to treat them with white glove care – no questions asked. Then work to elevate others into that group. Soon the buzz will travel though your office. Now when an ideal prospect contacts your business, you can use this as a selling tool. “Mr. Johnson, what you seem to be looking for is our Apex™ service package."   Can you imagine Mr. Johnson’s delight in finding a company that not only appreciates his business, but actually cares enough about customers like him to have set aside a special level of service – just for him? 

Now all you have to do is deliver. This can sometimes be challenging, especially if you are in a seasonal business like we are.  However, the key is your staff now clearly understands what to do because you’ve built a system that recognizes your desire to attract the ideal clients that will help to grow your business, enhance your marketplace identity, and reinforce what your brand is all about.