Did you know that the most common reason that customers leave suppliers isn’t bad service … it’s lack of nurturing?
A child ignored by it’s parents will develop self-destructive behaviours to get it’s “strokes” even if they are negative. Being ignored is worse than no attention at all. Customers are the same.
Different Strokes
1. Fuzzies
2. Pricklies
3. Rubber bands
A fuzzy is a complement, an unsolicited positive stroke e.g “Good morning Bob, how are you?”, “Ana, you’re looking lovely” “Nice work Bob” or just sending an unsolicited cutting about a customer’s hobby or interests with a handwritten note saying “I saw this and thought you might find it interesting”
A prickly is a negative stroke – “Has anyone seen Marcus’s horrific tie?”, “Why do you always do that Marcus?” or when you say Good Morning, someone blanking and you not responding.
A rubber band looks like a fuzzy but is actually a prickly. “Has anyone seen the lovely tie Marcus is wearing….was it a present from his mother in law?”
Why A Fuzzy File?
I’m sure you get the gist. The point is, have you ever considered keeping a “fuzzy file”? What do your prospects and customers enjoy, what interests them, what do they get excited about. Doesn’t it make sense to get to know your customers and prospects and build up a fuzzy file of their interests, hobbies and family so that you can let them know you are thinking about them (without trying to sell them something).
RULE: All things being equal, people buy from people they like and trust. All things not being equal …people still buy from people they like and trust
It is not a crime to be liked by your customers. If you’re not taking care of your customers, who else is?
RULE: Customers leave you because they are stroke deprived, not because of bad service
What did you do in the last 3 months to demonstrate to your best customers that you appreciate their business?
What have you done to nurture your client relationships in the last 3 months?
What can you do in the next 3 months to protect your best accounts from your competition?
Happy selling!
Marcus Cauchi 