By Amanda Ross
“…build a great experience, customers tell each other about that. Word of mouth is very powerful.” – Jeff Bezos, CEO Amazon.com
Did you hear that noise? That was your client bank getting a little lighter. Gaining that loss back is going to be twice as hard!
Your client calls and gets your voicemail for the third time in a week and even though you generally call them back within a couple of hours, they think, “Geez, doesn’t he ever answer his phone?” With every client or prospect you have a bank of trust that you can grow or shrink. It happens every time you’re amazing and every time you drop the ball – no matter how big or small it seems to you.
If you say you’re going to do something by X date/time (nothing wrong with giving yourself a little buffer just in case), you better do it by then or that bank just got a little lighter. You may think that it’s no big deal, but to them it means something. It tells them you don’t care or that you’re too busy. And, that they’re not important. Always remember that if they don’t hear from you; they’re making up why that is. Don’t let them build that story…it’s not going to be a good one.
Don’t you know that they chose you? They could have chosen any one of the other agents in your area, but they chose you – you’re it! They believe in you, until you show them that they shouldn’t.
Did you respond to them in a timely manner? Did you do what you promised them when you spoke last? Did you send them that update?
It’s not just about you either; it’s about everyone and everything that surrounds you. Was your financial partner awesome when they handled their mortgage questions? Did the handy man you recommended make them feel confident in his work? How is the phone answered at your brokerage? You must surround yourself with those who will treat your clients like the special gems you do – it all reflects back on you.
For example, at the brokerages I’ve managed, my goal was to be sure that every agent was happy and felt important and that meant keeping their clients/prospects happy and feeling good too. One rule was that the front desk had to answer the phone in three rings, offer their name and then actually listen to the response from the caller before putting them on hold. None of this, “ABC brokerage, hold please.” And bam! You’re waiting!
We have a whole new world of social media, where instead of them just telling their handful of friends how great or not-so-great you are, they’re telling their 300 friends on Facebook, 500 followers on Twitter, and/or their 200 contacts on LinkedIn.
Do you know what your clients are saying right now? The moment you ended a conversation with them, they turned to someone and started telling them what just happened. Are you sure you’re okay with what they might be saying?
One of the easiest ways to maintain a growing client bank is by being responsive. People just want to know that they’re being heard. So, when they call – answer! Or get back to them quickly. If you can’t contact them, leave a voicemail that states when they’ll likely hear from you and follow through with it.
Even though I no longer manage brokerages in a 24-7 world, I still work that way. If any of my clients contact me, even on a Saturday night, they will get a response (unless I’m sleeping), even if that response is, “Thanks so much for this, I’ll look at it in more detail by Monday at noon.” They’re not left wondering until Monday whether or not I received their message. They know that I know. Period.
After every interaction, ask yourself: If I hang up/walk away/leave now, what’s the story they’re telling their spouse and/or friends about it? Will they refer you after your last touch point? Would you if you were in their shoes? Do your clients feel important? Do they feel like you care?
What can you commit to today to start building a stellar experience every time?
Amanda Ross is the owner and CES (Creator, Educator, and Strategist) of RealtyBoost (www.RealtyBoost.ca), where she helps brokerages and sales reps build strong brands, smart strategies and more knowledge that brings value to their clients. Follow Amanda on Twitter, @ImAmandaR or @realtyboostca.
