Chapter Two
USE BEHAVIORS THAT ENGAGE YOUR CUSTOMERS
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“Sometimes the smallest, unintended behavior can create relationship turnoffs-or trigger pleasant, positive impressions. Subtle facial expressions, gestures, vocal intonation, or appearance can make the difference between winning customer loyalty or losing it.”
Paul Timm
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“If people are good only because they fear punishment, and hope for reward, then we are a sorry lot indeed.”
Albert Einstein
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Objectives
Recognize the kinds of behaviors and personality factors that please customers.
Use 15 specific action tips that convey a positive personality.
Respond to difficult people with appropriate communication styles.
Apply six organizational behaviors that convey a customer-centered culture.
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The Way It Is…the Power of Personality
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Behavior is what people do and is conveyed by…
Verbal communication
Non-verbal communication
Salesperson ignoring customer
Employee showing up late
Clerk wearing a “frowny” face
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Nonverbal Communication: Eye Contact
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Nonverbal Communication: Gestures What is the gesture for:
Good job Blah, blah, blah (won’t stop talking)
Time out Just a second Ok Rock on!
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Gestures Activity
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Attitude is EVERYTHING!
Attitude becomes apparent through behaviors
Behavior: visible way to communicate to others
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Two important rules of communication
1. Anything can and will communicate
2. The receiver of the message determines what it “means”
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Customers encounter two personalities
The person who serves them
The organization
The personality of the organization is called its “culture”
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The personality of an organization is created by 15 different behaviors.
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1. Greet customers like Guests Initiate conversation promptly
Speak up
Get the customer committed
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2. Break the ice/Initiating conversation A compliment
Weather-related or local-interest comments
Small talk
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3. Compliment Freely and Sincerely Some article of clothing
I like that sport coat! Their family
Your son looks like quite the athlete.
Their behavior Thanks for waiting. You’ve been very patient.
Something they own I like your car. What year is it?
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4. Calling customers by name
Introduce yourself and ask their name
Better to be too formal than not formal enough
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5. Talk to Customers with your Eyes Intimacy
When expressing love Intimidation
When we want to exert power Involvement
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6. Ask Often “How Am I Doing?”
Be receptive
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7. Listen with More than Your Ears Focus on the content of what people are saying, not the way they are saying it.
Hold your fire
Work at listening
Seek clarification from customers to fully understand their needs.
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8. Say “Please,” “Thank You,” and “You’re Welcome”
There you goNo problem
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9. Reassure Customers in Their Decision to Do Business with You
Buyer’s remorse
“I’m sure you’ll get many hours of enjoyment out of this”
“Your family will love it”
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10. Smile
“You’re not dressed for work until you put on a smile”
“Smile—it will make people wonder what you’ve been up to”
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11. Use Good Telephone Techniques Give the caller your name Smile into the phone Keep the caller informed Invite the caller to get to the point Commit to requests of the caller Thank the caller Let your voice fluctuate in tone, rate, and loudness
Use hold carefully Use friendly, tactful words
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12. Reach Out and Touch Them
Lightly touching a shoulder Shake hands
NEVER touch intimately
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13. Enjoy People and Their Diversity Avoid negative thoughts
Avoid being judgmental
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14. Be Positive about Selling
I can convert strangers into friends quickly and easily.
I can attract and hold the attention of others even when I have not met them.
I love new situations.
I’m intrigued by the psychology of meeting and building a good relationship with someone I do not know.
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15. Watch Your Dress, Grooming, and Workplace Attractiveness
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Look Inside:How do you measure up? Pg. 30
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Life Would Be Easy…If It Weren’t for Difficult People
Assertive Communication Aggressive Communication Passive Communication Passive-Aggressive Communication
Tips that Convey a Customer-Centered Culture
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16. Consider Your Company’s Appearance and Grooming Offer a comfortable living room-type atmosphere as a place to meet customers or as a waiting area
Look for customer comfort
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17. Get Customers to Interact with Your Organization Personally hand them a shopping cart
Invite them to sample the product
Offer a drink or food while they wait
Offer a product flyer/information to review
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18. Correspond Regularly-The Old Fashioned Way
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19. Use Hoopla and Fun
Employee of the month Awards luncheons Win a day off with pay Casual dress days Halloween costume day Family picnics
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20. Reward the Right Actions
Rewarding “No Complaints”
Rewarding “Fast Transactions”
Encouraging an employee to send a thank you note and not giving them enough time to do so
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Upper Saddle River, NJ 07458. • All Rights Reserved.
21. Stay Close after the Sale
Thank you note
Call to make sure the product has met their needs
Send birthday cards
Invite people to participate in marketing research