Here are 5 things you can do to keep your customer coming back for more.

Use people’s first name

Dale Carnegie said it best: "A person’s name is to that person the sweetest and most important sound." 

People LOVE hearing their name.

So anytime you address someone, say their first name, and put a little emphasis on it. Make it the MOST important word in the sentence.

Avoid using “sir” or “ma’am” whenever possible. That tells the other person subconsciously that you don’t know their name. 

Have a hard time remembering names? Work harder on it. People would prefer that you remember their name over anything else you discussed in a casual conversation. 

"Thank you for the business!"

I recently hired a contractor to do some work at our house. After the work was done, I sent a text that a check was in the mail. The contractor's response was a simple “thanks”. 

I expected a little more than that. At least an exclamation point! 

Since that moment, I started paying attention to how other contractors and businesses thanked me. The next contractor we hired was extremely grateful for our business and explicitly said, "thank you for the business!"

It might seem like a minor difference, but this is SO important. Customers have unlimited choices of where to spend their hard earned money. After all your hard work to earn someone’s business, if all you say is "thanks", that might be the last time you hear from them. 

So be grateful, as you should be. Even with customers that are buying from you everyday, tell them as often as possible, "Thank you for your business!" 

Show empathy 

Say I’m sorry even if it’s not your fault. Show that you actually care. People just want to know that they are heard and that their problem or situation is being worked on. 

Admit fault

If it was your fault, admit it. CLEARLY. Say, “That was 100% my fault.” Your customer knows it’s your fault anyway, so just admit it. Then figure out how to fix the problem, and let your customer know once it is fixed. 


Over communicate 

What is the number one reason why commercial buyers hate sales people? They are unresponsive, and they don't follow through or follow up. 

Don't lose business over something that isn't difficult. Over communicate.

If a quote is taking you longer than expected....shoot your customer a note "Still working on this. I should have it over tomorrow.”

If you get an email but you can’t get to the task quickly, reply back that you got the email and will get back to them soon. 

In most cases, your customer just wants to know that you are ALIVE and that you're working on their project. A quick email or text will suffice most of the time. 

If there is a major problem, pick up the phone and talk it over. 

How do YOU communicate to your customers to make sure they come back for more?

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Brad Telker
Vice President of Commercial Sales at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of Commercial Sales, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys photography, running and spending time with his family.

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