It is quite evident that we are now in a recession or economic downturn. In light of this realization, it is imperative that businesses continue to provide excellence in service and not compromise the integrity of their business. The most common mistake that I see business owners make is they begin to ‘short change’ the customer on excellence.
Keep in mind that excellence does not always have to be reflected as an extra expenditure to your current budget. As a matter of fact, this quality should be kicked up a notch to compensate for other expenses you may have to curtail. In other words, allow the grandeur of your services to make up for the budget friendly products you may now have to substitute for the ‘Grade A’ products you may have generously used for your clientele before.
For example, if you are a painting contractor, you may be used to using a high end paint that is associated with a popular name brand. You can still provide your customer with the same care of excellence in service, but you may have to use a more budget friendly product that does not compromise the quality of your work, and safeguards your profit margin. You will find that most customers will be okay with the brand you use as long as the quality of work and service has not been compromised. Simply communicating with the client will help establish your integrity and possibly gain you great referrals.
There are 5 key ways to provide your customers with the excellence they deserve without hurting your budget:
1). Creative communication: If your company is making changes to cut back on a popular product that compromises your budget, simply position that product as a special order or you can creatively suggest: “For a limited time only”. If it is a product for purchase, you may simply want to phase it from your inventory with a small advertisement such as, “Hurry while supplies last”. Please understand all product changes do not have to be communicated to your customers. You have the authority to make discretionary changes, and offer comparable products that meet your budget and your standards.
2). Package Offers: Help your customer get the most out of your service or products by using the concept of ‘bundling’. This will require financial strategizing on your part to ensure this is profitable for you, and serves the best interest of your client. It’s amazing how just adding on one additional item increases your profit margin, and provides a need that perhaps your customer didn’t even realize was needed. For example, just yesterday I went into a popular national restaurant, and as I was being rung up, the sales lady politely offered or rather suggested, “Would you like to take a tin can of mints with you or perhaps some gum?” My response was that of gratitude, because I needed the mint or gum, and just didn’t think to ask for it. I had her to ring it up for me, and at that time the other cashier was offering the same service to the customer on my right. I realized that this small addition to each customer’s original purchase also helps to increase their profit margin, under the guise of friendly customer service. Think about it, this national restaurant probably services 2500 guests per day, and with this small purchase of $1.99 per mint can, their profit margin increases even if only 1/3 of their customers felt obliged to purchase their non-imposing offer.
3). Follow-up: Nothing spells quality customer service like a friendly follow-up call, email, postcard or letter. This is a very inexpensive way to track your customer’s concerns or praises. Follow-ups require discipline, and are the life line of your business. People always appreciate the ‘thought’ and the emphasis of your care about them as a client or customer. It is also a great way to diffuse any problems right-away that may otherwise linger and hurt your business in the long run.
4). Surveys & Polls: The feedback component of your business will help you improve the quality of your services, and understand the needs of your customers. Surveys & Polls are designed to help you target growth and improvement for your business; but they also give your customers a voice. Even if the survey/poll experience is not pleasant, it is necessary to help you grow in the right direction for your company.
5). Thank You: A simple thank you goes a long way. Make sure your customers understand how important they are to you. Find creative ways to express thanks by offering incentives through services, or extra products. Perhaps a V.I.P. invitation to a meet and greet; special store hours, or a discount may be in your budget to express your gratitude to your customers. However, if you are not able to budget that into your fiscal calendar, a trusty stamp and personal note is always a welcomed gift.
Remember, your most trusted bail-out as a small business owner is yourself and the customer services you provide in this economic crisis. Kindness never fails.