When Wesley set up his new auto repair business, he advertised that "We will bring the service to you.
" Great idea, and the demand was fantastic, but it wasn't long before Wesley's customers started making his life miserable.
They demanded service immediately, cancelled at the last minute, and held the technicians to unreasonable time frames to get the job done.
They were like spoiled children -- no rules, no boundaries.
It may seem amazing, but people often assume that they should get whatever they want whenever they want it.
They may even become angry if they don't get it, regardless how unwarranted their request might be.
We asked Wesley to tell us the last two businesses he had visited.
Laughing, he said he had been to the doctor's that morning and had stopped at Wendy's for lunch on his way to see us.
He then said he couldn't imagine what either of those two establishments had to do with solving his dilemma with his customers.
We told him that, actually, those were excellent examples of businesses that taught their customers how to do business with them.
At Wendy's, for example, customers know to line up in the roped off lanes to expedite service.
They know where to look for the menu, and they know to be specific about what they want in "Wendy's speak": single with cheese, no pickle, double deluxe with no cheese," etc.
Doctor's offices tend to be even more explicit about their rules.
You have to have an appointment, and if you cancel without 24 hours notice, you will be charged.
You have to sign in and show your ID and insurance card.
You know "payment is expected when services are rendered.
" And you certainly don't expect the doctor to arrange her schedule around yours! While "rules" may seem contrary to the notion of putting the customer first, they actually make it easier to meet your customers' needs.
Establish the "rules"for doing business with you; your customers will, in fact, be much easier to please if they know what to expect.
Some rules to consider: • HOURS OF OPERATION: When are you open for business? Are you available after hours for emergencies? If so, what constraints are there? • TIME FRAMES: Do they need to schedule an appointment ahead of time? How long is it likely to take? What is the normal delivery time? • PAYMENT POLICIES: Will you bill them, or is payment expected before services are rendered? Do you accept credit cards? Personal checks? • REFUND/RETURN POLICY:How long do they have to return unwanted merchandise? Will they get cash back or a credit toward future purchases? What if they are not satisfied? Frame your rules as positives rather than negatives.
Instead of "We don't accept personal checks," state, "We gladly accept VISA, MasterCard, and Discover...
and cash is always welcome!" Another example is "Items returned unopened within 30 days of purchase will be refunded 100%.
" Once you establish the rules for doing business with you, make sure your customers are aware of them.
Put them on your estimate form, your web site and appropriate marketing pieces.
If you have a physical location, post them where your customers can see them.
You will be happier and so will your customers.