Business Guide
The Universal Lawof Keeping Customers
The challenge of the contemporary business world today is,getting the right-prospective customers and keeping such customers, as thisultimately determines how the organization’s profit are generated andmaintained in such a way that the flow is consistent and unending.
Whatever industry, the elementary ethics to gettingcustomers are like universal laws and are applicable to every sort of business.Much like the fundamental law of gravitational force, it is applicable anywhereon earth at the same degree and with the same fidelity. Successfulbusinesses have thrived and survived on this and they have kept this age-longsecret so much that they have built empires of wealth from it.
Once these laws or rules are properly learnt and totallyinternalized to be applied both as an individual and organizational code ofconduct, one could positively set ones’ eyes towards getting potential andprospective customers to create a long lasting business relationship that willbe both of a mutual and economic benefit to the parties involved.
One of the misconception of this rule of getting customersis that most times, we concentrate this relationship on profit alone, and whenwe don’t make profits from them, we tend to change from a customer to anotherbetter one and end-up using profit-making as our measuring scale of who is acustomer or not. This, over the years has caused organisations to lose greatpotential customers and it has as well led to the collapse of many flourishingorganisations. In business, though profit is the thriving tool that makes thebusiness be, but on the scale of preference and priority scale, the customerscome before profit. Why? It is the customers that create the profit, and whenthe customers are not given the fair atmosphere to feel that they can invest inyour business or trade with your organization, they eventually opt for optionsthat can serve that purpose.
As much as adverts help sell an organization, however, whereits strength to influence customers stops, good customer relationship goes wayfurther, if and when properly channeled. There is a theory that I believe is aproduct of the rules that I will share with you, it is called themonopolizing customers theory. Themonopolizing customer theory helps create a chain of loyal members based oncertain things they enjoy from your organization, such as:
· Comfort
· Efficiency
· Attention
· Quality
Customers naturally recommend organisations to people oncethey enjoy the CEAQ concept. Theywant to step into your company even when it is their first time of having abusiness transaction with your organization and feel like they have been doingbusiness with you for years. They want to be comfortable and feel an atmosphere that is truly comfortable for business. Yes,organisations do have shortcomings, places where they need to get better, butprospective and long-time customers always want to come in and feel you haveeverything handled; they want to feel you are achieving even the most demandingtask with dexterity and ease (the morereason it becomes expedient for organisations to employ smart, efficientgoal-driven workers). They want to be sure you can do the job, that you cangive that exact building design of their dream, that they can leave the projectof managing that estate without having to fear, they want to rest assured thatyou can efficiently handle theirjobs for them.
This might seem like a baby attitude, but very much like theneed of a child to always find joy and satisfaction in the attention they get form their mother. Business partners,organisations or let me rather say, prospective and potential customers alwayswant to have that feel that you are attentiveto their needs. They want to come up and complain of an advert that they placedin your papers or magazine that didnt come through and see you react quickly toit like it is the only to-do youhave. They want to complain about a brick on their building that was notproperly placed, a design that didn’t meet their taste and see you attend to itwith all devotion. To simply put, they want to be sure you are interested inthem and their jobs other than their money. Don’t forget, ‘customers first,then profit. If they go, they go with your profits’.
Quality may seemto be the last in the list but it is as sacrosanct as attention, efficiency andcomfort. As much as they want to see otherthings as earlier discussed, they equally expect to see quality in what you do,they want to be able to show others the value in your products, in yourservices. Basically, if there is no quality in your goods or services, thenwhat exactly are you selling? Quality attracts your customers in the firstplace, and then comfort, attention and efficiency get your customers sold outto you for a life-long relationship of loyalty. With that you can build a vast customer-loyalty-base.
Organisations when recruiting their staff should as wellengraft the following business culture in their staff:
· Be informally formal with your greetings- staff should always carry an air, a sortof presence that both seems formal and can equally allow clients flow well withthem. This could be a mild form of greeting, a smile that eases the seriousnessof business, while still maintaining formalities. Either in stakeholdersmeeting, in the banking all, on the field as a business executive or atcorporate gatherings like, exhibition, conferences etc. this helps to aidagreement on so many things, like business proposals and foster mutual bonding.
Howeverit is better to wear the smile better than the outfit.
· Be formal with your business content-Even while trying to be informal; itbecomes expedient for the staff to be able to draw the lines betweeninformality in greetings and to ease the air. It is important that this mustnot change the formality of the business content. The lines are always there,business is business. Make it blend.
· Be gorgeous- most times since it becomes important to dress tocreate an appeal and create a prestige for the organisation you represent, itis many a time overdone. Sometimes it is preferable the organisation as a dresscode that is literally okay for every form of official business. Theorganisation can as well brand the staff’s outfit-the tie, shirts and suits.This should equally look formally. Going to the extent of branding shoes mighteventually look unserious, so that should not in any way be done. Moderation isimportant, be gorgeous but do not be loud.
· Smell nice-it is equallygood to smell nice; this goes a long way in creating good reception. A businessexecutive who goes out to meet a client probably to give a business proposal orseal a deal might have hitches with winning the heart of the prospective clientif such emits odour, and that is why it is good to smell nice, but do notchoke.
Conclusively, it becomes expedientalso for organisations to value and appreciate their staff- a good workingenvironment that as a low level of stress makes work easier for the staff andas a result they can as well relate well with customers.
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