One of the most impressive ways to earn repeat business is to show your customers that you truly care. That may seem difficult, but in fact, any industry can show a caring attitude and some good values to customers. It doesn’t take much at all.
And it’s worth going the extra mile to show your potential clients that you care, because you may earn a customer for life.
Have a Guarantee
Find some way to guarantee your product or service. The more you remove the risk of purchase for the client, the more comfortable they’ll feel choosing your business. A return, exchange or revision policy helps reassure customers that they’re not stuck with something they aren’t happy with.
Think that establishing a satisfaction guaranteed policy will have you swamped with returns? Think again. Most clients never take advantage of return or revision policies – they just like having the reassurance that if they aren’t happy, they could send the goods back or request a revision.
Have a Long Period of Coverage
Many people make the mistake of limiting their guarantee to a short period of time. They want to nip the possibility of a return (and loss of revenue) rather quickly.
But the problem is that a limited time offer tends to increase the sense of urgency. If you only have 10 days to examine a product and return it, you’re going to put that higher up on your mental list of priorities. After all, you don’t want to be stuck, right?
Now imagine you had a year. A whole year to examine a product you just bought for faults and potentially return it. Is it a rush? Nope. Is it urgent? Not at all. So how high up on your list of priorities is the task going to be? Heck, you might even forget!
Turn Unhappy into Happy
Alright, so you have an unhappy customer. He’s taken you up on your return policy and he’s demanding compensation. Well, there’s nothing wrong with that. You can’t please everyone all the time.
Your job now is to make sure that your clients feels heard and that he senses his complaints were acknowledged. Many times, I feel better just voicing my unhappiness, even if the company I purchased from couldn’t help me.
If you can’t help a customer or do what they request, find an alternative. Can you refer them to another business that can fix their issues? Can you offer them a free repair on what they bought instead of a full exchange? Sometimes, even a discount on the next purchase goes a long way to turn negative into positive.
Prevention: Understanding Market Needs
A good way to prevent returns and exchanges is to make sure that you fully understand your target market’s needs. Some people push that they’re fast – but is that truly what their target market wants? Others push quality construction – but is that really a customer need?
If you know that what your client cares about is quality and that he places less focus on fast service, then be sure to put quality first. If you know that increased sales are more important than looking good, then focus on that.
By doing good market research and understanding exactly what your client is looking for – and what he considers a deal-breaker – you can help circumvent unhappy customers by giving them exactly what they want.
Being Honest: Truly Impressive
The days of company secrets and withholding information are long gone. People search for trustworthy businesses – they’ve heard enough horror stories and they’re gun shy now.
By being honest and upfront from the start, you actively show that you’re a trustworthy company.
Tout the benefits of what you offer, by all means, but it’s okay to be clear about what you can’t or don’t do as well. People are very accepting of honest businesses and they understand that no one is perfect.
And the best part is that you’ll feel better knowing that you convey integrity and transparency, which only helps increase your business value and client base.