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Sunday, April 25, 2010

Nordstrom Update

Beth received a card from the Nordstrom salesperson that helped her a week ago Saturday. The note thanked Beth for shopping at Nordstrom and wished Beth well in the job search that Beth mentioned. Writing such a note may seem like a small thing, but it pays dividends.

Whatever your business, realize that customers need not come to you. Other options always exist. If you can show customers and clients that you listen, and that you care, they will likelier return.

Beth felt well-served by this salesperson, and maybe would seek her out the next time. This note reinforces that possibility. How does it do that?

  1. The note is friendly. Wouldn’t you rather be served by someone friendly than one who is cool and disinterested?
  2. The note shows that the salesperson listened and remembered. I worked for years in a wine store. Many customers absolutely relied on the sales help to remember the wines that they liked. Beth can expect this salesperson to remember Beth’s tastes and needs.
  3. The note shows that the salesperson was willing to make an effort. The transaction did not disappear from her memory. More chance of keeping a customer.

We all need reassurance that those offering services to us actually care about our satisfaction. That means not just having the technical expertise for the particular product or service, but also a willingness to serve us. Good service is a frequently seen slogan but less frequently seen in action.

When should one send a note to a customer or client?

  1. When you meet new customers. This establishes the relationship. It also allows you to indicate more deeply the services that you can provide.
  2. When special opportunities arise, like sales or events. Make sure that these opportunities have real interest for the customer.
  3. Holidays or other times when your product or service could be useful.

Be discreet with notes and other contact with customers. Avoid giving the impression of chasing customers down. Instead, keep the idea of serving the customer’s needs in mind. Allow your relationship with the customer to grow naturally. It will last longer.

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