FM Walsh & Associates Inc.

There is lots of buzz out there about how you need to create a relationship with your customer (true) and that the key to successful selling is to be able to uncover their needs and provide a solution (true). Unfortunately some companies out there have implemented customer service training programs that have their staff asking customers questions to uncover needs and then ignoring what the customer says. Here is a couple of examples I heard about recently:

• A business associate got a call from his bank customer service representative, asking in a cheery voice if there was anything his bank could do for him. His reply – reduce the interest rate on my credit card. Her answer – no. His next request: was there a way to reduce his bank fees? Her answer – no. Why bother making this phone call – window dressing?
• A client of mine who has run a financially successful business for 5 years and is now expanding her business operation called her large global bank about getting a line of credit for the expansion. They told her it would be no problem – come in and see us and we will get it set up. She goes for the meeting and finds out they are happy to extend credit to her through a credit card with 29% interest attached! Needless to say she has moved to the competition.

In the Ghost CEO coaching program, we teach all our clients that Visibility, Credibility and Profitability are key to business success. Both of the banks above lost credibility by asking customers what they could do better without ever intending to deliver anything different.

If you want to succeed in business, mean what you say. If you genuinely want to find out what your customer wants and you are prepared to improve your product or service, then ask. If you are just doing it because it seems to be the thing to do, don’t bother. You’ll keep more customers and credibility that way.