Let's face it, some words have magical powers. Just as "Open Sesame" magically
opens the door to a new world, so too can other words and phrases have similar effects on
your customers and clients. This month we look at the power of words to create trust,
allegiance and commitment in our customers and clients.Opening the Doors to Success
Sometimes it’s the pleasant words we hear as doors are
opening, that make a difference to customers. For Nancy Graham of Berkeley Heights, New
Jersey, who comes to San Francisco four times a year, it's the words "Welcome Back to
Campton Place Mrs. Graham, we've missed you!" that make her feel special. Then the
hotel doorman inquires about her family as he opens the door to another wonderful stay at
this celebrated Union Square hotel in San Francisco.
Whether customers are greeted at the door, clients are
welcomed over the phone or upon arrival at functions, those initial words are music to our
ears. Research tells us we like the sound of our own names. Are you greeting your new and
returning customers with favor and delight? If not, why not? It’s neither hard nor
expensive.
Missing in Inaction
Recently I dined at one of San Francisco's finest French
restaurants. My companion and I had been looking forward to this night for weeks. Our
night arrived, as did we, dressed in our finest attire. We drove up, I gave the valet my
car keys and we entered the restaurant. And then…nothing. Nobody to greet us. Nobody
to seat us. We were left alone at the front door. Diners at many tables glanced our way,
and returned to the comfort of their meals and mates. As guests, we were made to feel
awkward, out of place and inconsequential. Finally, a passing waiter, with plates akimbo,
smiled and promised that someone would be right there to greet us. Establishments know
that they must manage the entire experience of their patrons, from the initial phone call
to the follow up after an interaction or event. Sometimes a few well-chosen words of ours
can assuage customers' feelings, inducing comfort and care on the part of their clientele.
Develop key phrases to help your customers feel comfortable about their relationship with
you.
Bad Form…Customer or Teller?
I was at a bank recently when a teller abruptly pointed out
"you forgot to fill out your deposit slip correctly." I suddenly felt as though
I were back in grade school. Her words stung like a bee. Her remark felt so judgmental. If
only she'd said "let me help you complete this" or even "don't forget to
fill in today's date." She was so busy judging me she forgot to partner with me for a
successful transaction. In most service situations our customers are looking for help,
assistance and perhaps some guidance. It wouldn't have been hard for this teller to
achieve the same result, a properly filled in transaction slip, without alienating her
customer.
Mouthing a few choice words isn't enough. They must be
genuinely meant. To utter phrases without heartfelt thoughts behind them rings hollow with
others. Sincerity matters. So try to let your body language, eye contact and gestures
reinforce the sentiment you are expressing. In part, that helps these comforting words
become magical. Even on the telephone or via e-mail, you can convey care, concern and
sincerity.
Consider these phrases which bring comfort, smiles and
satisfaction to your customers' ears:
"We can fix it."
This tells your customers that you are solution oriented
and partnering with them for success.
"We're sorry for your inconvenience."
These magic words show awareness and concern for your
customers.
"Consider it done!"
Tells customers you are there for them, protecting their
interests and serving their needs.
"We're delighted to serve you."
Shows your organization values their patronage.
"Thank you for choosing us. It's our pleasure to serve
you."
Shows you are indebted to your customers.
"Please let us know what else we can do to make your
experience a pleasurable one."
This phrase shows your availability and accountability to
your clients. By being receptive you show a confidence in serving others and managing your
client relationships effectively.
"Welcome back. We've missed serving you."
We cherish long term relationships and relish your repeat
business.
These aren't words like the phrase Robert Redford used in
the movie The Hot Rock, when his utterance of "Afghanistan Banana-Stand" put
bank personnel into a trance. What gives your words magical powers are the thoughts and
care behind them. These words engender trust. These phrases build allegiance and
strengthen commitment. When you're prepared to walk your talk your customers will
magically reappear again and again. Treasure your customer exchanges and you and your
customers can share the reward of repeat business. |
