Sending the Right Message
People choose to buy from successful people.
People are drawn to successful businesses and make choices about conducting business with them. It makes sense then to ensure your business is projecting a prosperous and successful feel. A useful task is to conduct a Brand Audit to identify areas that might be letting you down. It is a common mistake to compensate a customer for an error or poor service that has occurred but fail to prevent it from happening again. The message this sends is that getting customer service right really isn’t a priority.
Be a Duck
Letting your customers see that achieving their needs is difficult does not convey confidence. It places doubts as to your competence in the customers mind. In-house issues and problems should be kept “in house”. Find solutions so that you don’t repeat the same mistake and don’t punish the customer for your problems. Be like a duck - effortlessly moving across the pond. Calm on the surface with all the effort invisible below. Your ’effortlessness’ will generate an appearance of expertise. Part of being an expert is also recognising when something is outside your competency field. Better to let them know than attempt to do the job poorly.
Always remember that actions speak louder than words. What the customer sees and experiences will more strongly influence their perception and buying choices than what you tell them.