Do Business Well

12. CULTIVATE ONE OF YOUR MOST POWERFUL ALLIES IN THE DELIVERY OF SUPERB CUSTOMER SERVICE:YOUR SUPPLIERS (OR REALLY YOUR EXTERNAL PARTNERS)

Your suppliers can be powerful allies in the quest for exceptional customer service. In fact, they shouldn’t even be called suppliers - they should be called your external partners.

As you plan your business, identify those external partners who are the best of the breed. Pinpoint those companies who are recognised as the leaders in their fields. And then romance them the way you would romance your customers. Invest as much time and effort as it takes to get close to your external partners. Treat them extremely well. Pay them on time. Let them know what’s happening in your business. Recommend them to others. Involve them in your business. Invite them over for drinks. Buy them lunch. Get their ideas for improving your business.

You will be amazed by how much you can learn from them. After all, they have probably been in the industry for some time and they are probably supplying your competitors as well. So they understand the dynamics of your marketplace. What’s more, because they want your business, they will probably be willing to share a lot of their information with you. Your external partners can be a goldmine of information on trends, competitive activity and new business opportunities. Use them.

There is another reason why you need to get close to your external partners. If they are the best in the industry, they are probably operating at or near maximum capacity. There will be times when they have to choose between serving you and serving your competitors. You want your external partners to decide in your favour because you have created such a loyal relationship with them.

13. SOMETIMES, AS A LAST RESORT, YOU HAVE TO FIRE YOUR CUSTOMERS.

Yes, we know it sounds crazy. Fire my customers? Yup. There are certain customers who will destroy your business. They want more and more for less and less. They are abusive to you and your staff. They don’t pay on time. They don’t respect your right to make a profit. These are the customers from hell. These are the customers you need to get rid of pronto.

But make sure you don’t confuse demanding customers with customers from hell. You will have certain customers who demand their pound of flesh from you. They will push you hard to get maximum value for their Rand. These kind of customers can make you a better business. They will stretch you. They will help you perform better and faster.

So be very careful. But as a last resort - take the drastic step and walk away from the customers who are damaging your business.

THE BOTTOM LINE — OUR GUARANTEE TO YOU

We guarantee you that if your business delivers soul-stirring, mind blowing service, your business will thrive. You will be able to charge a price premium. Your customers will become your Raving Fans. Your staff will be happy and motivated. And you will become rich, famous and fulfilled.

But the bucks start here: Spectacular Customer service must become an obsession in your company from day one. You cannot afford to slack off even for an hour. You have to adopt a zero-excuse approach to consistently delighting your customers. Ready? Get Set. Go!

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