IT IS TIME TO HUG YOUR CUSTOMERS

 By Beth Mason of Smart Talk Consulting, Coaching and Training  

When the economy isn’t booming and money is tight, it is more important than ever that you and your team do everything they can to retain current customers. In these tough times, it is the relationship, not your product or the service, that will keep you in business and make you profitable. 

Of course, you still have to have a desirable product or a valuable service; but that is not enough because you probably aren’t the only game in town.  You need loyal customers that love you enough to keep coming back and to spread your word around. You need to give your customers some special “hugs”. Hug your Customers, by Jack Mitchell is a must read.  Mitchell says you should know more about the customer than you do about your merchandise, your service or your product. 

The author is in the clothing sales business, but his ideas on how to hug you customers can be used by any and everyone in business.   Mitchell states, "hugging is a mindset more than a physical act"..."a hug is anything that exceeds a customer's expectations. A hug could be being available after normal hours, knowing a client’s golf handicap or asking about a customer's dog by its name.”   

There is a dress store I frequent that sends out real birthday cards to their customers...funny ones like you buy your friends...not just preprinted ones and they are hand signed by the owner.  You also are invited to come in a get a free gift. Both of these things are hugs!  It never ceases to amaze me how the owner manages to engage everyone that enters the store in some sort of fun chit chat...another hug. (I’m sure it comes to mind that this is great marketing and good for sales as well as a “hug”.  I am willing to bet that almost everyone that stops by for their free gift, buys something else as well, I know I do.) 

There is clinic I've work with that specializes in alleviating chronic back pain.   The entire staff and the doctors know every patient by first and last name and they chat with them about their families. They give them t-shits to wear that declare the patient as "moving proof" once they start getting better and they have a bowl of chocolates at the check out window. These are all little “hugs’ and the big “hug” is they host a yearly barbeque party and invite everyone that has ever given them a referral or been a patient...the doctors do the cooking. Is it any wonder that their patients volunteer to do their commercials and ask for brochures to pass out to their friends? Is it any wonder they are profitable and have a happy staff?  When was the last time you were hugged by your doctor's office? 

Read the book and ask your staff read the book. Brain storm with your team and you will be amazed at all the ideas you will be able to generate that will give your customers appreciated “hugs”.  And don’t forget your vendors and outside consultants; everyone could use a good hug every now and then as well.

So, start thinking:  Who do you know that is great at "hugging" their customers?  What do they do that is above expectations?  What sort of "hugging" could you do to increase customer retention?   

Beth Mason is a licensed coach and can be reached at www.SmartTalk.com