Attracting Perfect Customers, Part 3

Power Thought of the Week

By Patricia Parham, Ph.D.
Contributing Writer

Recognize Less-than-Perfect Contacts
When you meet someone and experience discomfort, recognize a less-than-perfect contact. Don’t promise to be in touch; set a boundary that lets them know that now is not the right time for you to collaborate. You may appear to lose in the short-term, however, negative energy is wasted energy and it multiplies just like positive energy. Set a boundary and don’t “settle for less”. This is a power move. In the long-term, you’ll reap huge rewards. Say, “No” and have the courage to succeed beyond your wildest dreams.
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Attracting Perfect Customers, Part 3

Dress For Success - This May Surprise You

Mastering the Membership Maze with Glen Gould

What you wear says a great deal about you. From our earliest experiences in childhood we’ve been trained to dress for success. We’ve heard advice like:

Look your best. It’s better to have one nice suit and wear it than to have several cheap suits. Choose your colors carefully.

Accessorize. Dress slightly better than the audience. You can add your suggestions here.

Often when attending Chamber of Commerce or other business events we are compelled to dress it up a bit and with good reason. We never know whom me might meet at a networking, business, or social event. When opportunity arises, we surely want to look our best.

Depending upon which statistics you choose to believe, upwards of 93% of the impression you make on people is non-verbal. That means that people judge you based upon your appearance. Since what you wear accounts for nearly 95% of the appearance of your body, your attire plays a huge role in what people think about you. And people are customers.

So it stands to reason that I would suggest that you find a good image consultant and haberdasher and dress your best each and every day. That would be sage advice and a very short article. But then why would the subtitle be “This May Surprise You”?

Not long ago I attended a cross-chamber networking meeting. The usual suspects were in the audience of 60; real estate professionals, financial planners, mortgage brokers, specialty ad representatives, copier sales people, IT professionals, staffing professionals, business coaches and various service professionals. All dressed professionally. It was by all accounts a typical networking event.

Each person was well polished. They gave their elevator speech with equal aplomb. And then it happened. Arriving late was a man who was wearing Dickies and a soiled t-shirt. Covering his unkempt hair was a crushable bucket hat that he kept on during his stay. He had a surgical patch over one eye.

As he took his seat people stared. Some leaned over and whispered to their neighbor. One can only imagine what they were saying. Clearly this fellow didn’t understand this was a business meeting with serious professionals in attendance.

As he stood to give his elevator pitch he explained that he was a handyman.

He apologized for the patch, explaining that he had surgery earlier that morning. He said little more about his work than to suggest that if it was broken, he could probably fix it. Then he took his seat. And people began whispering to their neighbors again.

What may surprise you is that our handyman got the most referrals that day. He looked the part. He was so clearly a handyman that one couldn’t help but believe he must be good at his craft. People also felt comfortable with him because they could “see” him doing work for them.

The message is clear. Your target customer has an expectation of what their vendor of choice looks like. We expect mechanics to have dirty clothes and grease under their nails. We expect stock brokers to dress in Brooks Brothers suits. What do your customers expect you to look like? Is your appearance attracting the wrong customer? Worse yet, is it driving away the right customer?

Now you may be thinking that the handyman might have done even better if he’d just cleaned himself up a bit. That may be true however we’ve had handymen at this meeting before who dressed and spoke well and left without a referral. My money is with looking the part.

When attending Chamber of Commerce and other business meetings, dress based on what your ideal customer expects to see when choosing you as a vendor.

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Dress For Success - This May Surprise You

Good Customer Service Alone, Does Not Mean Referrals

Networking Success with Dr. Ivan Misner

Ivan's section is sponsored by qAlias.com

Many entrepreneurs are under the impression that if they just provide good customer service, people will refer business to them. Just like that. However, they only have part of the picture. Sure, customer service is important. But, good customer service is just a prerequisite...it’s a minimum expectation.

Think about it. Would you refer somebody to me if I provided lousy customer service? Of course not. You’d end up looking like a dope in the eyes of the prospect. Your own credibility would suffer.

Good customer service is part of what the prospect expects when you refer him to me. If you’re recommending me to him, I must be something pretty special, right? And if I want to keep that customer coming back, I’ll need to give him more than the minimum expectation of simply good customer service. I’ll need to provide great, outstanding, memorable customer service to really stand out.

On several occasions, my colleagues and I have discussed the point, which I made in my book, The World’s Best Known Marketing Secret, about how people were under the delusion that good customer service alone was enough to enable people to build their business through word of mouth. We shared stories about people we’d met over the years who had gone out of business by just sitting back, and waiting for good word of mouth to rescue them. This got us thinking and talking about all the other delusions people had about networking and referral marketing…including the misconception about customer service we are talking about here.

People don’t refer business to you because you meet their minimum expectations. They refer you because they expect you to do a good job which, in turn, enhances their relationship with the person they are referring. They may not even be doing business with you, so customer service may not be an issue with them personally—but of course they expect you to provide outstanding value to the prospect. They want the prospect to come back to them and say, “Thanks for sending me to Joe Trueblue. He had just what I needed, and the service was great. You sure know some outstanding people!”

Your referral source has a strong interest in making sure everyone comes out a winner. She knows that when the happy customer comes back to you again and again, you’re more likely to send business her way when the need arises. The great service you provide to the customer comes back to you in the form of a stronger relationship with your referral partner.

One of my colleagues is Bob Burg, author of Endless Referrals, and here is his take – on what it ‘takes’ – to consistently receive referrals:

We all know of companies and salespeople that couldn’t stay in business, despite having superior products. We’re also familiar with companies and salespeople that were remarkably successful with just an average product.

Of course, having an excellent product is important. However, technology today has made that commonplace and expected. In order to have qualified prospects “beating a path to your door,” you must be able to network and to market yourself and your product or service in such a way that it makes people want to do business with you and refer you to others. You need to provide them with such a great buying experience that they know they made the right decision. However, to get them there in the first place, it’s the networking and marketing that’s most important.

Being in a referral group like BNI is one of several important parts of an effective word-of-mouth marketing plan. One of the things these groups emphasize is that you need to be very specific in what you do and in how your product or service is uniquely valuable. If you use general terms, you’re at the lowest level of competitive effectiveness. And if you say, “customer service,” that’s not what people are buying.

Another of my colleagues, says that you don’t sell the process – you sell the result:

Talking about what you do does not motivate people as much as what happens to their client or friend as a result of what you do. I used to sell copiers, and I never met anybody who was buying good customer service. They were buying the ability to make photocopies quickly and reliably. They weren’t shopping for customer service, because that’s a prerequisite. It’s part of what creates that end result.

As I have pointed out for many years, unhappy customers are eleven times more likely to talk about your business than happy customers. Good customer service only reduces negative word of mouth; it doesn’t necessarily increase your business through positive word of mouth.

Now, it is important to keep this in mind: If you provide outstanding customer service, AND your referral partner has experienced that as a customer, it can definitely increase the number of referrals you receive. As already mentioned, good customer service is a prerequisite for cultivating your referral network…but great customer service to a referral partner can be a jump start!

Referral networks and other referral settings often feature third-party testimonials, in which someone who has used your product or service (in this case, your referral partner) tells the group, “I’ve used Moe’s products, and I’m here to tell you, they’re the best I’ve ever found.” Hearing it directly from someone they know is often enough to get people to believe it and act on that belief.

I often tell people that testimonials are a very important part of the referral process, especially within referral groups. Never underestimate the power of the third-party testimonial. When you stand up and say, “I’ve used this person, and you should use this person too, because . . .” and then go on to explain why, it makes a huge difference in how people view that service provider. Your experiences become my experiences. This, of course, makes it much easier for people to refer that provider…even if they haven’t personally used his services yet.

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Called the “father of modern networking” by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the Founder and Chairman of BNI (www.bni.com), the world’s largest business networking organization. His latest #1 bestseller, Masters of Sales can be viewed at www.MastersBooks.com. Dr. Misner is also the Sr. Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com .

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Good Customer Service Alone, Does Not Mean Referrals