“The Real Sale Begins When the Customer Gives you Testimonial”

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“The Real Sale Begins When the Customer Gives you Testimonial”

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The customer only cares about three things: me, myself, and I.

The customer only cares about three things: me, myself, and I.

I was talking with John Gregory, owner of Capital Vacuums, in Albany, New York. John has been in the  vacuum cleaner business for most of his life; he started by selling vacuums door-to-door. He insists the key to business is by giving customers a positive experience through “added value.” I asked John if he would share his ideas with us.

 

“When I was knocking on doors, cold calling I came up with procedures to follow. Once you learn them you develop good habits that make your job more exciting and profitable. One of the habits I want everyone to learn is to call our customers after the sale.”

 

Happy customersJohn’s theory of business is simple, add value and make the customer happy.

 

“If the customer isn’t happy with the product/service/experience we need to know it.   If they’re  happy with the product/service/experience we need them to tell the world by giving us an online review.”

 

Retail is a game that both the customer and the store have to win. If the customer is happy, everyone is happy. In the end the business will get more referrals and sales.

 

An online reviews seals the deal!

An online reviews seals the deal!

It used to be we thought when the customer paid us, they were satisfied. Now, we don’t consider the transaction over until we get a review online or a “like” on Facebook. Since I know that 90% of my business is from referrals, the real payoff is the customer’s review. It’s a satisfying   feeling to know that my team can provide an experience worthy of a good review.

 

Years ago we had to ask the customer for referrals. We would ask them for a list of names or ask them to go out of their way to tell their friends and family about their experience with us. No matter how good the experience was the chances of that customer sharing it with friends/family were pretty slim. Most likely, the customer would soon forget about it. Now they can do it with a “click of the mouse,” or by hitting “send” on their phone. It’s amazing!

 

Think about how powerful that is. If we’ve met and surpassed the customers’ expectations, they can put it on the Internet for everyone to see. It’s just as easy for someone to spread the bad word about our business if they aren’t  happy. If they tell us first, we can fix it before they tell anyone else. Businesses need to be proactive.

 

Remember, business is built on value not on price. If you build it on price, you may not be in business very long. You must be able to define value if you’re going to deliver it. Here’s John’s take on value:

 

  • Building value can be as simple as explaining all the features & benefits of your product or service to the customer.

 

 

  • Building value can be as simple as engaging in real conversation with the customer, finding out their needs and conveying/painting a picture/ getting a customer to visualize using your product or service.

 

  • Building value is making sure the customer sees how the product or service will make their life easier or better. The idea is to make the value exceed the price. Make your product or service worth more than what you’re asking!

 

  • Building value can be throwing in something extra with their purchase. It can be as simple as a pen, mug or vacuum bag. It’s a present and we all like presents.

 

  • Building value can be an extended warranty, maybe a service plan.

 

Whatever value you give the customer it should be given to the customer as a present. Who doesn’t want a present? For your present, visit John and his staff at Capital Vacuum, 1593 Central Avenue, Albany, New York. http://www.capitalvacuums.com/

Lisbeth has been coaching for over 20 years. To consult with her or have her speak with your sales team, reach her at Lcalandrino@nycap.rr.com.

 

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About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.

2 Comments

  1. George Pappis January 31, 2015 at 9:45 am

    Great article

  2. Lisbeth Calandrino February 8, 2015 at 3:58 pm

    Thanks for the note George; you have been an inspiration. Thank you.

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