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Industry Spotlight > Broker Dealers

How do you delight your customers?

By Jonathan Farrington

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We all know we need to provide excellent customer service. The question is what does excellent customer service look like? How do we go about delivering it?

Well, it’s as simple as this: If you are not the person charged with serving the customer, then you should direct your efforts toward serving the person who is. Harmonious relationships with customers and colleagues are absolutely essential to delivering excellent customer service, which is primarily a team effort.

The efforts of your team are what determine your performance. When expectations are exceeded, when you deliver the unexpected, go the extra mile, you set yourself apart from your competitors. When was the last time you were told you exceeded a customer’s expectations? Last week? Last month? Last year? Ever?

The reality is that most companies, in most industries, do just what they need to do rather than what they are capable of doing. To make matters worse, most companies benchmark themselves against their competitors instead of the very best companies in any industry.

So, how can you go about delighting your customers? Here are some suggestions:

  • Be enthusiastic. Enthusiasm is the driving force of quality service. Customers do not want only products, they want products and enthusiasm. If you cannot be enthusiastic about your products, why are you in the business of selling them?
  • Be professional. The word “professional” does not describe a job function; it describes the person doing that job. Being professional comes down to three things: what you say, what you do and how you do it.
  • Be the best. Think about it: Someone somewhere has to be the very best in every industry. Why can’t you be the best in yours? Use positive self-talk to motivate yourself to new heights.
  • Everyone sells. In a successful company, the number of salespeople is equal to the number of employees. Everyone sells something — products, services, the image of the company. Outstanding customer service does not require considerable investment, but it does require considerable commitment. Are you committed to going above and beyond for your customers?

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Jonathan Farrington is a globally recognized business coach, mentor, author, consultant and chairman of The JF Corporation and CEO of Top Sales Associates. For more information and tips from Jonathan, visit http://www.topsalesworld.com/, or go to his blog at http://www.thejfblogit.co.uk/.

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