In today’s business world, service-oriented companies make up around 70% of the landscape. These include a wide array of professions such as plumbers, electricians, doctors, hair stylists, accountants, consultants, and trainers. Each of these businesses either helps with or completes tasks for their clients. Many operate on a local level, and most require some form of personal interaction with their customers. Because they offer something that can’t be physically touched, gaining customer trust is crucial for success.
13 Strategies to Make Your Business Shine.
Get Your Operations in Order. At the core of any service-oriented business is the service itself. A solid foundation is vital. If you don’t deliver on your promises, customers will not only leave but also tell others about their negative experiences. Clearly outline what you want the customer’s experience to be like and put processes in place to ensure your team can deliver this consistently. Harry Beckwith, author of “Selling the Invisible,” wisely states, “Promoting a flawed service is a recipe for killing a service company.”
Hire People with Passion and Train for Skills. Your business’s success is tied to the quality of the people you hire to fulfill your promises. While skills can be learned through education or on-the-job training, genuine care and passion can’t be taught. People either have a natural inclination to help others or they don’t. Keep this in mind when hiring individuals to represent your company and serve your clients.
Know Your Competitors. In a service business, potential customers have more options than you might think. They can choose you, another company in your field, or even decide to do nothing or perform the service themselves. Find ways to create additional demand by targeting those who currently do nothing or handle the task themselves. Focus on the emotional aspects—what benefits can they gain or what problems can they avoid?
Turn Mistakes into Opportunities. Delivering outstanding service doesn’t mean never making mistakes. Since service businesses rely heavily on people, errors are bound to happen. How you handle these mistakes plays a role in how you are perceived over time. Avoid shifting blame or justifying mistakes. Resolve issues promptly and without hassle, and you may gain a lifelong customer and numerous referrals.
Be Skilled and Personable. Selling a service essentially means selling a relationship, so personal chemistry is important. Prospective clients need to like you and feel comfortable working with you. While being knowledgeable and professional is essential, being friendly and approachable is equally important. This should be evident in every interaction, whether before, during, or after the sale.
Plan Your Pricing Strategy. The prices you set send a message about your business. People often judge quality based on price—high prices suggest high quality, while low prices imply just acceptable quality. What you consider to be a good value might make you seem inferior. In his book, Harry Beckwith offers some valuable pricing insights:
- Some resistance to your pricing is beneficial. If no one complains, your prices are probably too low.
- Setting your prices between the highest and lowest in the market forces you to compete with everyone, so avoid this risky middle ground.
- Low pricing is not sustainable and lacks creativity, so avoid it.
- Charge based on your experience, talent, skills, and knowledge—not just your time.
Stand for a Single Principle. Develop a clear, unique message for your business and consistently reinforce it. You will achieve more by narrowing your focus, selecting one key aspect, and leveraging the power of association. People naturally associate one positive (or negative) trait with many other good (or bad) traits. If prospects view you as the most convenient provider, they will also likely perceive you as high-quality and knowledgeable by association.
Show, Don’t Just Tell. Saying, “We offer great service,” won’t inspire people to try your business since most companies make similar claims. If you truly provide excellent service, gather evidence to back it up with testimonials, reviews, and customer satisfaction or quality scores. Make sure your customer testimonials and online reviews provide details about why they like working with you and your team. If you’re hesitant to ask for testimonials or reviews or concerned about your level of service, make improving your service a higher priority.
Manage Customer Expectations. The phrase, “under-promise, over-deliver,” highlights the importance of aligning expectations with actual outcomes. A customer’s satisfaction is determined by the gap between their expectations and what they receive. Avoid exaggerated claims. If you lead clients to expect more than you can deliver, they will end up disappointed and dissatisfied.
Pay Attention to Details. Buying decisions are not always logical. To justify their choices, people look for differences between service providers. When major differences are hard to find, prospects focus on minor details. Are marketing materials or your website professional? Is your team in uniform or dressed properly? Are company vehicles well-maintained?
Say Thank You Often. The simplest way to maintain and nurture customer relationships is to express gratitude. Say thank you—and say it often. Stay connected through various channels and make your customers feel valued and appreciated.
Always Look for New Clients. When you have existing customers and are busy serving them, it’s easy to become complacent. This is especially true for service companies with recurring revenue or those handling larger projects, like contractors. Don’t fall into this trap. Keep your pipeline full. Unless it’s an emergency, people will wait to work with a company they like or prefer.
Keep Track of Key Metrics. While customer satisfaction survey data and scores are good for evaluating how you perform with customers, they are not the only metrics you should track. Other metrics, including customer retention, referrals, quality scores, and service efficiency, can also be helpful. Select a few that are relevant for your business, then track them, use them for improvement, and promote them in your marketing where applicable.
Service-oriented businesses are fundamentally people-focused businesses. The more you understand your customers, the more successful you will be. Get to know your customers on a personal level. Understand what matters to them and consistently deliver on your promises. This approach is a guaranteed recipe for success in any business, but it is especially crucial when you offer intangible products or services.
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