This document provides tips and best practices for winning and keeping customers. Some key points include: - The secret to winning and keeping customers is to reward them for their business. Focus on helping customers get what they need rather than selling to them. - Most customers quit due to indifference or poor attitudes from employees, not due to competitive reasons or dissatisfaction with products alone. - It is important to resolve any complaints quickly and keep customers satisfied to encourage positive word-of-mouth and return visits. - Companies should focus more on retaining existing customers than acquiring new ones since customer loyalty is very valuable. - Excellent customer service, problem-solving for customers, empathy, and reliability are keys

1. How to Win Customers?
Prepared By: Manoj Ku. Pandey

2. The secret to winning and keeping
customers is to reward them.

3. Forget about selling. People love to
buy but hate to be sold.
Concentrate on helping customers buy
what’s best for them.
The most important goal of any
employee, including salespersons, is
to create and keep customers.

4. I’m a nice customer. You all know me. I’m
the one who never complains, no matter
what kind of service I get. I never kick. I
never nag. I never criticize. And I
wouldn’t dream of making a scene, as I’ve
seen some people do in public places, no
matter how bad the service is. I think that
is uncalled for. No, I’m the nice customer.
And I’ll tell you who else I am – I’m the
customer who never comes back!

5. “Why customers quit?”
a. 3 % move away
b. 5 % develop other friendships
c. 9 % leave for competitive reasons
d. 14 % are dissatisfied with the product
e. 68 % quit because of an attitude of
indifference toward the customer by the
owner, manager, or some employee.

6. A typical dissatisfied customer will
tell eight to ten people about his
problem. One in five will tell
twenty. It takes twelve positive
service incidents to make up for
one negative incident.

7. Seven out of ten complaining
customers will come again if you
resolve the complaint in their favor.
If you resolve it on the spot, 95 %
will come again. On average, a
satisfied complainer will tell five
people about the problem and how it
was satisfactorily resolved.

8. The average business spends six times
more to attract new customers than
it does to keep old ones. Yet customer
loyalty is in most cases worth ten
times the price of a single purchase.

9. Businesses having a low service quality
average only a 1 % return on sales
and lose market share at the rate of 2
% per year. Businesses with high
service quality average a 12 % return
on sales, gain market share at the
rate of 6 % per year, and charge
significantly higher prices.

10. A typical company looses half of its
customers every five years. Yet by
increasing the yearly customer
retention rate by as little as 5
%, companies can increase their
bottom line profits from 25 to 100 %.

11. Today’s customer is better educated
and better informed, and has more
choices than ever.

12. In earlier times the seller told the
buyer, “Price, quality, speed – choose
any two.” Today, a company that
can’t deliver all three is out of the
race.

13. One of the greatest keys to long-term
business success can be summed up
in three simple words: quality
customer service.

14. The greatest customer you’ll ever
win is you, because the best
salesperson is the true believer.

15. Customer Behaviors
The first point to remember is that
people buy emotionally and justify
with logic.
The second point to remember is that
people spend money when and
where they feel good.

16. Customers buy only when they are
feeling glad about you and your
products and services.

17. “People don’t buy goods, they buy
solutions to problems. They don’t
buy quarter-inch drill bits, they buy
quarter-inch holes.”

18. The only two things people ever buy
are good feelings and solutions to
problems.

19. If you know what you’re doing, love
what you’re doing, and believe in
what you’re doing, you’ll be totally
sold on the products and services you
offer. And that’s the greatest customer
you’ll ever win.
The World is Your Mirror and Your
Mind is a Magnet

20. Put yourself in the glad emotional
state. (Act the way you want to feel
and soon you’ll feel the way you
act)

21. Never tell customers your problems.
(Most of them don’t care. Telling
people your problems makes them
sad, and sad people don’t buy as
often)

22. Customers buy for their reasons, not
ours.

23. Act as if you are the only personal
contact that the customer has with
the company and behave as if the
entire company’s image depends on
you.

24. Use both logic and emotion to win and
keep customers.

25. Use the problem-solving approach to
move customers from mad, sad, or
scared to glad.

26. Help them to like themselves better and
they’ll love you.

27. Perceived service quality is the
difference between what they get and
what they expect.

28. Whenever you have contact with a
customer, you are the company to
that customer.

29. It’s not enough to give the customer
excellent service. You must subtly
make him aware of the great
service he is getting.

30. Reward customers, and you’ll create
and keep them.
Every company’s greatest assets are
its customers, because without
customers there is no company.

31. To win new customers, ask the
golden question: “What’s the unmet
want?”

32. To keep them for life, ask the
platinum questions: “How are we
doing?” and “How can we get
better?”

33. The five best ways to keep customers
coming back are: Be Reliable, be
Credible, be Attractive, be
Responsive, and be Empathic.
“Reliable CARE” keeps customers
coming back.

34. Quality Customer Service Action Plan
• Treat your customers like lifetime partners.
• Ask everyone where you work for service
improvements ideas.
• If you don’t have a service strategy, get one.
• Carefully select and heavily train your frontline
service people.
• Set service quality goals and rewards.
• Get out of your office and find out what’s
happening.
• Always be patient but never satisfied.

35. When the Customer
Appears, calls, or inquires
Reward Him:
By being prompt and prepared

36. When the Customer
 Is angry or defensive
Reward Him:
With kindness and empathy

37. When the Customer
Has special requests
Reward Him:
By customizing

38. When the Customer
Can’t make up his mind
Reward Him:
With a specific recommendation

39. When the Customer
Raises obstacles or objections to
buying
Reward Him:
By agreeing, empathizing, and
buying value

40. When the Customer
Gives buying signals
Reward Him:
By reinforcing the signal, making
it easy to buy, and asking for the
business

41. When the Customer
Buys
Reward Him:
By delivering more than you
promised

42. When the Customer
Refuses to Buy
Reward Him:
With polite appreciation

43. When the Customer
Complains
Reward Him:
With fast, positive action

44. When the Customer
Is going to be disappointed
Reward Him:
With positive perks

45. Almost two-thirds of all sales calls conclude
without the salesperson asking for the
order. Yet it’s one of the most crucial
ingredients to winning and keeping
customers. You may offer the greatest
products and services and have the
greatest marketing strategy in the
world, but unless you cultivate the habit
of asking for the order, you’re going to
lose a lot of business.

46. To manage any moment of truth, ask
yourself the winning question:
“How can I make him glad he
talked to me? And put the answer to
work. Practice the plus, minus, zero
theory at every moment of truth.

47. Customer retention is the best
business strategy of all.

48. Rewarding the customer is
everybody’s job. Rewarding those
who reward the customer is
management’s job.

50. Thank You