Material Handling Network



April 2019 Issue

January 2019 Material Handling Directory

2019 Inserts

  

subscribe

This just in from...

Fork Lift

Social Media Links



View Printer Friendly

Are you treating your customers like dogs?

Tuesday, December 15, 2015

Having recently been introduced to a shameful statistic, I thought it timely to give you my opinion on this subject. See if you can swallow this dose of reality: When interviewed, travel agents believe they retain 78% of their paying customers. When interviewed, paying customers believe this number is closer to 35%.

Let’s not quibble of a percentage point or two. The message is that travel professionals believe their retention rate is a lot higher than it is. Agents are losing customers at an alarming rate … and finding it more difficult to recapture market share.

In the interest of time, I will provide my secret remedy to this unnecessary dilemma. Here goes. Get ready for a “glaring-flash-of the-obvious.” Drum roll please: TREAT YOUR CUSTOMERS LIKE DOGS.

Pet owners know exactly what I am talking about. Those of you who have been in the company of “pet owners” know what I am talking about. The rest of you may be thinking I have gone off my rocker, and I have no plans to convert you today. As for the pet people, I need say no more. You get the picture and are endorsing my position as I wrap up this article.

As for the difference between “customers” and “clients,” a prospect becomes a customer when they buy something. Anybody can sell anything to anybody “once.” The first purchase is “nice.” The second purchase is “meaningful.” But it isn’t until the third purchase that a customer becomes a “client.”

When you come upon a new prospect, think about treating them like a dog, and then, focus on ways you can develop a relationship that will result in three transactions. 

That’s my opinion. I’m just saying …
Become the Exception - Mike Marchev is a marketing humorist who has the skill to motivate. He shares his personal experiences and lessons in a fun, light and refreshing fashion through his monthly articles. Learn more about Mike at www.marchev.com.