How to insult your best customers

You can call them micro-insults – the tiny things that most annoy your customers.

Sadly, unless you ask, you will never be able to correct them. You and your people will continue to do or neglect them.

Rick Houcek, who writes a weekly inspirational column (rick@SoarWithEagles.com), told his country club clients:

“You’re all customers, too. When you’re a patron of a hospitality establishment – restaurant, hotel, night club – what little things annoy, irritate, and drive you crazy?”

Putting it in the 1st person changed their perspective. Problems were easy to identify.

The country club employees quickly generated a long list of micro insults: No separate checks, no menu substitutions, crumbs left on table, water glasses not refilled, no table candles lit, wait staff not smiling at initial greeting, up-charges for extra items on a hamburger, table linens with holes. 

The country club employees recognized they did some of these things that were easy and inexpensive to fix.

Ask your employees the same thing. When they are customers, what micro insults annoy, irritate and drive them crazy?

How do they apply to your customers? Fix them to keep your customers happy.

We share such strategies in our “Uncover Your Inner Sales Genius.”  For a complimentary copy join the mailing list at the top of the page.

Next: What motivates your customers?

Build greater loyalty in a pandemic

Churches, civic and networking groups, book and garden clubs share a secret many business owners ignore at their peril.

Which of these 2 customer groups would you prefer: Transitionals who only buy when you offer steep discounts or relationals who come back to you no matter what?

You’re right. Relationals mean success.

And what more can you do to build greater relational loyalty? How about creating an exclusive club membership for them.

The clothing company, Evereve, has an exclusive membership option: 

If you order $100 or more worth of products while the store is closed, you’ll be automatically enrolled in its exclusive club, whose members get a 10% discount card.

This option is different than offering a basic gift card and encourages customer loyalty. If the customer decides to buy now, they’ll get a long-term reward. 

It helps you because customers are more likely to buy now and then keep coming back to enjoy that 10% discount.

Additionally, send club members a regular newsletter. In it provide valuable, useful information and teach them what more you can do for them.

We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”  For a $20 personally autographed copy, contact us at 803-331-6695. 

Next: Team building in a pandemic.

Copyright 2020, The Bellune Co., Inc.