A few days ago I was clearing out some of the old BS paperwork in my file when I came across this little gem.
I’m not sure who originally wrote it or where I even got it – but whoever it was really knew what they were talking about.
So here it is for you in full glory, 50 Things Your Customers Want You To Know – plus some of my own comments scattered around here and there.
Try to look and see what areas you’re failing at with your own customers. Chances are, if you just tweaked what you’re doing a little differently, you’d reduce refunds, sleep more comfortably at night and make a whole hell of a lot more money.
#1. I don’t need you to be perfect, but I do need to know I can rely on you.
Greg’s Aside: In fact, my experience has been that you get BETTER responses from customers when you openly admit flaws and confess shortcomings. The more “real” you become to them, the more tolerant they’ll be and the more likely they’ll buy again from you in the future. An important part of marketing is managing expectations. If your service is shit but your product delivers as promised, you won’t get any complaints if everybody understands the deal up front.
#2. Telling me what you don’t know makes me trust you.
Aside: People get suspicious of the man who has all the answers. They’ll think you’re hiding something and unless you’re God Himself, they’re probably right. It’s a lot better to explain what you’re NOT the best at, and then turn it around with a statement like “…but as long as that doesn’t apply to you, I can help with X…” Then they’ll be far more likely to go for it.
#3. It means a lot when you take the time to thank me for my business or a referral.
Aside: Don’t be an ass and skimp on this. Make a real phone call. Send a real honest-to-God thank you note, handwritten on physical paper. Do NOT Hallmark this. You’ll be shocked silly when you see the response.