Not,all,customers,are,equal,su business, insurance Not all customers are equal
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I'm sure you have heard of the following:- Customer is KING!- The customer is always RIGHT!- The customer is our reason for being HERE!- The purpose of Business is to create and KEEP the customer!and my personal favourite- If you don't take care of the customer, somebody else WILL!Are all customers of equal value, to be cherished and loved, forfear that they will run off to our competitors? In my opinion, thereare 4 categories of customers; A for Awesome, B for Basic, C for Cannotdeal with and D for dead and depending on their category, they need tobe treated differently.Lets class them based on the following matrix:Lets start withC- The Cannot-deal-with CustomerI'm sure you have met them before. This category of customers may bepaying you well, but they do not give you the love or respect. Theybargain for price, they rush you to complete the job, you bend overbackwards to accommodate their demand. Do they thank you for youreffort? NO! Instead they complain, they pay you late (very late!) andthey never ever thank or show any appreciation and you almost alwaysend up over servicing them. In other words, all of the profit made fromthe sale goes down the proverbial drain. So what do you need to do withthe category C customers? Tell them the new rules of the game of doingbusiness with you, especially when it comes to delivery and paymentterms. If they don't comply, just refer them to your competitors! Tips:C customers likes to price shop, so the easiest way to get rid of themis to increase your price! They will then look to another supplier.D -The Dead CustomerThis is the customer that gives you least amount of satisfaction.They are both low on the money and fun scale. Just don't deal with themand remove them from your database. They probably already owe you a lotof outstanding payments, so stop servicing them already!B - The Basic CustomerThis is your basic customer that buys what you sells them, pays ontime, hardly complaints and happy with your price. This customers makesyou money and in most cases, loyal to you unless you annoy or upsetsthem. When this happens, normally they will give you feedback and justwants normal service returned ASAP. This category B customers just needbasic maintenance from you. Communicate frequently with them vianewsletters or magazines, send them thank you card or create specialmemberships for them that gives them loyalty points for theirpurchases. Make this customers feel that you care and appreciate theirbusiness.The last category isA-The Awesome CustomerThis is just like the Basic Customers. However, in addition, theyare your advocates and they also do the selling for you by referringand recommending other people to you! In other words, they have justbecome your RAVING FANS! Of course, they make you more profit as younever have to spend any money on marketing and you know what they sayabout birds of the same feather. By taking really good care of thiscustomers, you will get more awesome customers. Start and exclusiveclub, a VIP membership if you will, for them. Shower them with love andattention. Wine and dine them. Give them priority service and YOU mustpersonally attend to them. Remember, this small group of customersmakes you the most profits.So, it's time to list down your customers, grade them according tothe above matrix and plan your next course of action. This may be themost important thing you do for your business!
Not,all,customers,are,equal,su