Remember that song by Till Tuesday? Well, it’s quite relevant when it comes to customers. They are precious, because without them no business or store could exist. So when you spend time and money on trying to get their attention, connect with them, build relationships that lasts and hopefully have many years of happy dealings, you win and they win. But the reality is you need your clients more than they need you, because invariably they are spoilt for choice.
So why would a business which has been paid upfront for the goods refuse to dispatch the product because of a R150 courier fee which is outstanding? Or why would a store put up a sign that says there is a minimum charge on card transactions (because the store does not want to pay the fee on a small sale)?
The cost to the business is so small in monetary value, yet the damage it does to customer relationships is so great. The impression you are giving your customers is not one that makes them feel valued, because clearly you are only interested in their money and not in them.
Make a difference. Think about how small decisions impact customers’ perceptions. Their deadline should be important to you. Or if the transaction fee is such a problem to you, don’t you think it’s more important to make your customer’s life easier? Why, in your mind, should these people do business with you?
Always remember, they will look elsewhere if they feel their business is more appreciated elsewhere. And these are just examples of many such incidences occurring daily. I know it is important to cross the t’s and dot the i’s, but I do believe you should consider how it makes your customers feel, and how it impacts your business relationship. You’ve spent the time finding them, so it’s definitely worth making the effort to keep them.
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