Running circles around the competition is not all that difficult, truth be told.
And I can summarize it in one word: Service!
If you create a dynamic, a culture, where service to customers is outlandish, you’ll clobber the competition.
Nordstrom has done it. The Ritz Carlton has done it. And you can do it, too.
Here are a few ideas.
First, you need to be a friendly, positive, warm individual. You need to exude kindness. You need to personify positivity and charm. You need to smile more.
Second, hire people with a charming, bubbly personality. They don’t have to be over-the-top, but if smiling is not natural to them, keep looking. Recruit and hire very carefully. Hire for personality. It’s tough to teach these mannerisms to people who are dour by nature. Only hire people who innately bring sunshine wherever they go.
Third, commit to make every customer interaction a memorable one. You want to convey the notion that this customer standing in front of you is a gift. The customer is the lifeblood of your business. Treat them like royalty. If they are unhappy for any reason, give them assurances that you will positively solve their problem, and you will take ownership of it and get it resolved expeditiously.
Fourth, whatever you promise the customer, do that, plus a bit more. If you promise the customer you will have something for them in 3 days, get it to them in 2 days. If you promise the customer a 12-ounce steak, give them a 14-ounce steak. If the customer is buying a certain widget from you, throw in a free sample of something similar. Thank the customer for their loyalty.
Fifth, have a mechanism for collecting testimonials. Collect these positive testimonials and make sure they are very public so others can see what raving fans sound like. Word of mouth will create a buzz and you will soon have customers and prospects pounding on your doors. Why? Because people like a warm buying experience. People like to know they are treasured.
Do those five things consistently and you will blow away the competition!
