USE BEHAVIORS THAT ENGAGE YOUR CUSTOMERS Chapter Two USE BEHAVIORS THAT ENGAGE YOUR CUSTOMERS

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.

“Sometimes the smallest, unintended behavior can create relationship turnoffs-or trigger pleasant, positive impressions. Subtle facial expressions, gestures, vocal inflection, or appearance can make the difference between winning customer loyalty or losing it.” Paul Timm

The Way It Is…the Power of Personality

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

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!

Attitude is EVERYTHING! Attitude becomes apparent through behaviors Behavior: visible way to communicate to others

Two important rules of communication Anything can and will communicate The receiver of the message determines what it “means”

Customers encounter two personalities The person who serves them The organization The personality of the organization is called its “culture”

The personality of an organization is created by 15 different behaviors.

1. Greet customers like Guests Initiate conversation promptly Speak up Get the customer committed

2. Break the ice/Initiating conversation A compliment Weather-related or local-interest comments Small talk

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?

4. Calling customers by name Introduce yourself and ask their name Better to be too formal than not formal enough

5. Talk to Customers with your Eyes Intimacy When expressing love Intimidation When we want to exert power Involvement

6. Ask Often “How Am I Doing?” Be receptive

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.

8. Say “Please,” “Thank You,” and “You’re Welcome” There you go No problem

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”

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”

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

12. Reach Out and Touch Them Lightly touching a shoulder Shake hands NEVER touch intimately

13. Enjoy People and Their Diversity Avoid negative thoughts Avoid being judgmental

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.

15. Watch Your Dress, Grooming, and Workplace Attractiveness

Look Inside: How do you measure up? Pg. 30

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

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

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

18. Correspond Regularly- The Old Fashioned Way

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

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

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