Ruthlessly focus on what's convenient for customers, not what's convenient for you
Ninety percent of dissatisfied clients will take their business elsewhere and never tell you why. However, ninety-five percent will become loyal customers again if their needs and problems are addressed and remedied.
Speaker and salesperson Michael Aun shares these secrets and many more in It's the Customer, Stupid!, a guide to growing any business by gaining new customers, and, more importantly, by keeping the ones you have happy and coming back for more. This fun-to-read book explains common myths about sales and customer satisfaction, starting with the fact that most businesses think they're customer-centric, but they just aren't.
Get proven steps to REALLY put your customer at the center of what you do
Distinguish your business from the competition by understanding the principle that good sales ARE good service
Author received the Toastmasters "World Championship of Public Speaking" award and is also a full-time businessman practicing what he preaches daily
It's the Customer, Stupid! reveals key actions that will shake up your business approach. Your customers will love you for them, and you'll love the effect on sales!
Table of contents
- 1. Unhappy Customers Will Not Only Fire You but They Will Tell Others!
- 2. Great Customer Service Is About Getting the Client's Feedback
- 3. Fix the Problem; Don't Fix the Blame
- 4. Always Give Them a Baker's Dozen
- 5. Trust, Once Violated, Negates a Relationship
- 6. Somebody Has to Take Out the Trash!
7. You Are Not the Enemy but Part of the Solution
- 7.1. Mr./Ms. Client . . . You Are a Liar and a Thief!
- 7.2. The Person Asking the Questions in the Interview Process Controls the Interview
- 7.3. Let Them Know That You Are Not the Enemy
- 7.4. Making a Mountain Out of a Molehill
- 7.5. The Irritation Factor
- 7.6. Minimizing Delays . . . Feel, Felt, Found
- 7.7. Train the Client on How to Be a Better Client
- 8. Communication Skills Mean Everything; Join Toastmasters or Dale Carnegie
- 9. Prophet versus Profit . . . Why Not Both?
- 10. Perception Is Reality
- 11. Be a Hero or "Shero" . . . Fix the Problem . . . and Then Fire Whomever Caused It!
- 12. Nothing Takes the Place of Good Manners
- 13. Client Loyalty Is Earned, Not Given
- 14. Nibble Away at Customer Solutions
- 15. You Can Only Be Responsible for One-Half of a Relationship—Yours!
16. Lead the Client to Solutions
- 16.1. Napoleon the Strutter: The Bantam Rooster
- 16.2. No-No Ned: The Never-Never Client
- 16.3. Hard-Nosed Harry: The Tough Guy
- 16.4. Manny-the-Milquetoast: Timid Tommy
- 16.5. Jerry the Jester: The Wisecrack Artist
- 16.6. Norris the Naïve: The Untried, Inexperienced Client
- 16.7. Middle-Aged Max: The Largest Customer Base
- 16.8. Albert the Aged: The Older Prospect
- 16.9. The Dean of Mean: The Forceful Buyer
- 16.10. Mouthy Malcolm: The Talkative Customer
- 16.11. Dobie the Doubter: The Skeptical Client
- 16.12. Flawless Francis: The Precision Prospect
- 16.13. Apathetic Alex: The Indifferent Prospect
- 16.14. Headstrong Henry: The Stubborn Prospect
- 16.15. Oscar the Orator: The Opinionated Client
- 16.16. Sassy Stanley: The Sardonic Slob
- 16.17. Louie the Liar: Pinocchio
- 16.18. Gabby the Gossip: The Talker
- 16.19. Painless Peter: The Easy Buyer
- 16.20. Right-Wing Ralph: The Conservative Prospect
- 16.21. Analytical Andy: The Logical Client
- 16.22. Buford the Bewildered: The Confused Customer
- 16.23. Toby the Tearjerker: The Passionate Client
- 16.24. Let's-Make-Him-an-Offer Lance: The Bargain Buyer
- 16.25. Microscopic Melvin: The Rational Buyer
- 16.26. Wishy-Washy Woody: The Indecisive Client
- 16.27. Ornery Olin: The Obstinate Buyer
- 17. Find Out What the Customers Need and Give It to Them
- 18. Find Out What Others Are Doing and Do Something Different!
- 19. Become a Mentor to Your Client; Coach and Counsel!
- 20. Winning Is Never Final and Losing Is Never Fatal
21. Master Your Time or It Will Enslave You
- 21.1. Snail Mail
- 21.2. E-Mail
- 21.3. People Dropping in on You, Virtually or in Person
- 21.4. Have You Got a Minute?
- 21.5. Myths about Needing or Wanting More Time
- 21.6. We Are Our Own Enemy
- 21.7. Six Quick Tips to Maximize Your Time
- 21.8. Learn to Prioritize
- 21.9. Michael Aun Priority Index
- 21.10. Analyzing Your Calendar
- 22. If You Pay Peanuts, You Get Monkeys!
- 23. Mentor Your Client
- 24. Customer-Driven Leadership Is About Advocacy and Mentoring
- 25. The Old Way Is Rarely the Best Way Because Change Is Constant
- 26. Respond to the Client Even If You Cannot Provide an Immediate Solution
- 27. Bad News Travels at the Speed of Light
- 28. Nine Rules That Drive Client Loyalty
- 29. Eight Rules to Overcome Fear of Failure
- 30. Six Rules of Service-Driven Leadership
- 31. Five Rules That Drive Customer Achievement and Success
- 32. Client-Driven Leadership Is About Removing Roadblocks
- 33. Six Rules That Drive Client Results
- 34. Ten Rules that Drive Client Decisions and Loyalty
- About the Author
- Title: It's the Customer, Stupid!: 34 Wake-up Calls to Help You Stay Client-Focused
- Release date: February 2011
- Publisher(s): Wiley
- ISBN: 9780470907399
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