The Foundational Big Three to Acquiring and Keeping Customers
How can you drive credibility with your customers?
• Continue to learn. Never stop.
• Invest in education and show clients what you are doing.
• Hang out with people who are credible.
• Offer advice in areas you are proficient.
• Get to know your customer’s business and internal processes.
This is extremely challenging and what is called the soft stuff. You want customers to like you and to want to be around you. Most people know what trustworthiness is and how to be credible, but rapport building doesn’t come natural to most. Rapport is how you connect with your customers and communicate on their wavelength. Style flexing is changing your communication style to meet the needs of each customer. Not easy. Don’t show sensitivity toward George Steinbrenner when the Yankees are losing, yet don’t get right down to business with Woody Allen.
What can you do to build rapport with customers?
• Get good at style flexing. Practice.
• Get good at reading people and adjusting your communication style.
• Change your mindset from one of “customers just need to get to know me better” to “I need to know how my customer is wired to be effective.”
• If you can’t style flex, then pick customers who appreciate your one-size-fits-all
• Don’t expect customers to change their communication style to fit yours.
• Get psyched about your customer’s business and campaigns and not just print.
In summary, deliberately watch your emotional bank account with customers. You must first earn their trust, prove you know your stuff, and be someone they connect with. Get all three in line and everything else falls into place. Don’t forget the best way to monitor these foundational principles is to get customers feedback through an effective, ongoing survey process.