Let your cus­tomers see you

Mandurah Coastal Times - - NEWS - An­drew Grif­fiths See An­drew Grif­fiths speak at free Com­mu­nity Con­nect sem­i­nars in Perth, Man­durah and Joon­dalup on Septem­ber 11, 12 and 13 re­spec­tively. You’ll also get his book – The Big Book of Small Busi­ness – free. For de­tails, call 9237 1435, email c

If you want to keep your cus­tomers buy­ing from you it is im­por­tant they can reach you eas­ily.

All too of­ten I see sales peo­ple who start climb­ing the cor­po­rate lad­der only to lose touch with their cus­tomers. They become too dif­fi­cult to com­mu­ni­cate with and ul­ti­mately their cus­tomers find some­one else to buy from.

Ac­ces­si­bil­ity doesn’t mean you have to be on call 24-hours a day. It does mean your cus­tomers have to know you are still look­ing af­ter them, even if you don’t ac­tu­ally deal with them on a daily ba­sis.

Many cus­tomers feel a real sense of con­nec­tion with their sales peo­ple and they can feel be­trayed when the sales peo­ple are no longer there for them. Once again, it is all a mat­ter of com­mu­ni­ca­tion, the eter­nal and con­stant driv­ing force in the world of sales.

Small busi­ness own­ers in par­tic­u­lar seem to strug­gle with this con­cept as their busi­ness grows. When they start the busi­ness they can’t seem to do enough for their cus­tomers.

But then they spend more and more time in the back of­fice do­ing pa­per­work, run­ning the busi­ness, man­ag­ing staff, buy­ing stock and do­ing ev­ery­thing but in­ter­act­ing with cus­tomers. Clearly this is a bit con­fus­ing for the cus­tomers and it is a good way to lose busi­ness.

You can de­ter­mine how ac­ces­si­ble you are go­ing to be to your cus­tomers by set­ting bound­aries, but be­ware of the trap of look­ing in­wards at your busi­ness and not out­wards at your cus­tomers. Be as ac­ces­si­ble as pos­si­ble. Com­mu­ni­cate with your cus­tomers and let them know you are al­ways go­ing to be there if they need you. Most im­por­tantly, only send this mes­sage if you re­ally mean it.

An­drew Grif­fiths

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