"Eleven Crucial Customer Moments"

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Solid customer relationships don't just happen.

They begin - and last - because of positive actions on the part of the sales professional. These memorable actions often occur during crucial moments in the life of a customer relationship. In fact, 11 such crucial moments can make a vital difference in the quality of a relationship.

They are:

1. When you first use your customer's name. Your ability to use the name with vigour and sincerity several times during the conversation helps build an immediate bond with your new customer.

2. When your first order is completed. This is a time to cement the emerging relationship with an expression of concern and gratitude. You might even try to deliver the first order in person.

3. When you make your first mistake. This is a time to demonstrate your integrity. You have an opportunity to admit your fallibility-and to show your determination to make things right.

4. When you measure customer satisfaction for the first time. This is an opportunity to show genuine interest in the long-term needs of your customer. It's a time to reflect on the steps you can take to ensure that future needs are met.

5. When you hear the first complaint. This is the time to demonstrate superior customer service. Your ability to respond quickly and efficiently will be remembered much more vividly than the complaint.

6. When you hear the second complaint. This is a serious moment, because the customer relationship may be in jeopardy. This is a time for candour and bold, aggressive action.

7. When you first meet your customer's associates. This is the time to show a high personal regard for your customer and those important to him or her.

8. When you're invited over. When the customer invites you to come in and talk about a problem or make a special presentation, it's a sign that he or she is looking for progressive, strategic thinking on your part. This is the ideal time to show your creativity.

9. When you handle your customer's first emergency. This is a time to show empathy. The customer wants to know that you care as much about solving the emergency as he or she does.

10. When you meet your customer outside the business environment. This is when you should let your personal warmth show and, perhaps, even transform your relationship into a friendship.

11. When you must fight to retain your customer's business. There may come a time when you'll have to compete to retain your customer's business. He or she is testing you during these crucial moments. Now is the time to display your knowledge of your customer's industry, competitors, problems, and long-term needs.

  "fortune favours the prepared mind"