Customers like a good product or service, but even more, they like a good experience. As busy business people, we spend more time at work and have less time for shopping and experiencing life outside of work. As a result, we like to experience excitement or emotion when we buy.
Customers want to feel happier, smarter or wealthier after they buy. While a customer may like your product, it could be your caring service that really presses their hot button. Sometimes it could be a little thing that makes them come back. For example, one of our customers loves jellybeans. When we know he is coming to our office, we make sure the candy dish is full of his favourite candy.
Our office is located in a renovated 120 year old church. Many customers want to meet at our office just to have a look around and experience the uniqueness of our building. We usually give them a quick tour and sometimes tell them about our ghost as well. When they leave, they have had an experience to talk about.
In other words, it may not be how well your product or service WORKS that really counts, but how it makes the customer FEEL. For instance, if you sell a big ticket item to a customer (car, boat, home, etc.), take a picture of them with their new purchase. Mail them the photo with a thank you card. They will be very pleased and tell their friends and colleagues good things about you.
The one thing all customers want to feel is confidence. They want to be assured their business will succeed. After we finish a project, we follow up with our customers and ask if they are happy with their purchase and if they have any concerns or questions. The sales person/account manager should make the call, not a telemarketer or customer service rep. Customers want to know that YOU care.