A quick background: HubSpot has come up with the Inbound Methodology, which consist of Attract, Convert, Close and Delight. Delight is the fourth and final stage of the Inbound Methodology.
At the Delight stage of the Inbound Methodology, you’ve already gained and closed a customer (NICE WORK). It would be incredible if that were the end all be all, but unfortunately we have to do more after the sale if we want repeat and/or referral business. We're building business relationships here people!
Delighting your customers should be something you strive to do ongoing or at least for as long as you want that relationship, which hopefully is a lifetime. It's what helps maintain trust, build rapport and solidify referral networks.
The “work” of delight involves customer surveys, smart content and social monitoring. For the purpose of this blog, let’s say, you have that covered. What I’m going to talk about is the “play” of delight.
Let’s set the scene: You’ve taken your strangers to customers and now you would like them to be promoters of your business right?! If you don’t want promoters of your business, STOP reading. But if you’re like the 99% of us business owners who like to hear that someone found out you’re awesome from another customer, KEEP reading. Let’s delight them!
Be Lovable/enthusiastic: Every customer has a story to tell, a reason they need your services. This is how most business relationships start. As a business owner, your customers usually come to you excited/enthusiastic to share what it is they are working on.
All I’m saying is reciprocate that energy. People like to work with people that are excited about what they are excited about.
No one, I repeat, no one will choose to give you repeat business if you feel like Debbie Downer (sorry if your name is Debbie, this is purely to get my point across), and suck their life force when they speak to you. So, amp up your energy level.
Find something about their project to BE ENTHUSIASTIC about and you’ll be LOVABLE!
Be a Mindreader/go above and beyond/anticipating needs: Wouldn’t it be awesome to be a mindreader as a business owner? Some of you out there may even have an ability I don’t know about. Even if you can’t read minds, you can anticipate needs.
When you’re excited about what it is your customer is doing, they tend to speak to you more freely. When they are speaking, take note. Listen closely for upcoming events, deadlines, etc. that you can help with using one of your services.
They might not even remember they mentioned their need to you. As those events approach, remind your customer what you can do to help. BOOM Mindreader, check!
Be Interested/show you’re vested: Do you remember the events that were important to your customer? You should! Ask your customer about attending an event to show support. Offer to invite others. Be Interested.
Find out as much as you can about the event so that you can invite colleagues that will also benefit from attending. Being in an environment with your customer that allows you to see how they operate and interact with people is invaluable. While you’re at the event, ask if there is anything you can do to help.
Put simply, HAVE YOUR CUSTOMER’S BACK. Building business relationships is imperative. Demonstrating this kind of support to your customer, shows you care and are vested in what they are doing and their success.
Be Knowledgeable/don’t make them think/confident yet humble: My husband says this all the time and it's so true! You are the expert in your field/business and your customer is the expert in theirs.
Your customer has come to you believing you are knowledgeable in whatever it is that you offer. Don’t leave room for them to question you or their choice to give their business to you. KNOW YOUR CRAFT.
Stay up-to-date with your industry trends, changes, best practices, etc. If you know your craft, you can be confident in the recommendations/services you offer.
Be Trustworthy: I personally want to do business with people I can trust. In my opinion, integrity is still one of the most important values. It’s simple. Do what you say you will, when you say you will, for the price you say you will. In business transactions it is a necessity.
Don’t get me wrong, I understand things happen. We’re not perfect. When things don’t go the way your customer expected based on what you said, own up to it. APOLOGIZE.
Trust in business relationships is everything! Being able to admit when we’ve messed up and finding a way to move forward is a part of being human.
That’s it. Told ya they were simple. Serving your customers in this way helps you with enforcing your company's brand and reputation, building stronger business relationships and developing more referral business.
Now get out there and MAKE YOUR CUSTOMERS LOVE YOU!
Want to know more about Delighting your customers and Inbound Marketing? We’re putting together an Inbound 101 Webinar. Details to come :)