This may be surprising, but few people actually want to do business with you. By that I mean people may want the benefits of your products or services. But the actual process of arranging for your services may be more of a have to do than want to do. That’s why it’s often a mistake to ask customers or co-workers questions such as, “Would you like me to... ?“ or “Do you want me to...?” Frankly, they don’t want to go through the decision process at all. Instead, word your questions along the lines of, “Would it make sense for us to...” Would it be helpful if I...?” “Would it be useful...?” In general, we get better results with questions that focus on resolving the customer’s problem, than with questions that encourage them to think about their mood.

Customers have so many options of where they can do business that your company can be perceived as a mere commodity. They assume that everyone's selling more or less the same thing, so why not just go with the cheapest supplier? That's why it's so impactful when you use this simple tool to help customers remember you. In fact it may be the only thing that makes you stand out from the competition. And it happens to be free...

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Imagine buying track lighting on-line and when you install it, discover that one head doesn't work. Since it's over two months since your purchase, Amazon directs you to the manufacturer, Juno Lighting. You phone expecting a hassle. You're quickly directed to a live person who offers to send an immediate replacement head as well as a shipping sticker to make it easy for you to return the old one. No runaround. No delay. That's what happened to my buddy, Gerald. Apparently, the folks at Juno Lighting realize the internet that generates revenues for them is also the same network customers use to either rant or rave about them. Now you, and thousands of others who receive my tips, just heard about Juno's great service. The lesson is when things go wrong, fix it faster and with less hassle than people expect. Customers will not only forgive you; they'll reward you.

One of the most common challenges I'm asked to address for teams is how to regain trust with frustrated customers.   While there are several strategies, this one involves sharing customer stories.   Imagine teaching a customer how to use some new technology.   When they struggle, you reassure them with examples of how other customers found it awkward at first as well.   Think of it this way - your customer is taking a risk using your services.   It's comforting when they discover they aren't alone.   Consider when Apple computers first arrived.   Customer forums sprang up of Mac Users.   These customers felt isolated, yet by connecting to others with similar challenges they became fiercely loyal to the brand.   When you as a Trusted Advisor share other customers' similar experiences, you're not only reducing their stress; you're also helping your customers to connect vicariously with each other.

You've probably noticed that today's customer is easily distracted. It doesn't seem to matter if they're at work or on personal time... their mobile devices just keep pinging, vibrating, and signaling that someone else needs their attention.   Trying to have a buying conversation with 'wired' customers reminds me of the Disney movie, 'Up!' where, in midst of conversation, dogs would suddenly look sideways and shout, 'Squirrel!'  As I demonstrate in my live presentations, helping customers make complex buying decisions requires their time and attention.   To help gain both, consider starting the conversation by taking-out your phone and stating, 'Let me turn this darned thing off, so we won't be interrupted.   By the way, how's your time - are we OK?   That not only conveys that you consider them to be important; it also encourages customers to ignore their phone, and commit some time to this decision.