7 Steps to Complete Client Delight

Guest Post by Kim Fredrich, Sales for Non-Salespeople

Clients purchase from you with the expectation that you’ll deliver what you’ve promised.

Sounds like a solid way to run a business.

What happens when you delight your customer?

When you:

  • Really, truly listen to your client’s needs
  • Make it easy to buy from you
  • Exceed expectations throughout the engagement
  • Make any wrongs right
  • Anticipate client needs before they are articulated?

There are some of us old enough to remember when service providers dictated how service was provided. When we worked our schedule around the convenience of the service provider or we expected to remain on hold for hours just to get a resolution to a problem.

In our highly competitive, social media driven world, this is no longer acceptable. And frankly, that’s a good thing! Now, any company that doesn’t at least meet expectations won’t survive long.

So how does a company thrive and grow?

By always making it about the client.

Really, truly serving the client.

Isn’t that customer service? What does this have to do with sales? And me?

Every encounter clients and potential clients have with your organization is part of your sales effort. We’re all in sales.

So let’s get selling, I mean serving!

How to Delight your Clients

  1. Consider how YOU would like to be treated.

  2. Take yourself on a client journey – begin with a visit to your website, make contact with your organization, engage your company and experience your service first-hand.

  3. Ask clients for feedback consistently and regularly. Apply what you’ve learned.

  4. Listen and validate.

  5. Empower team members to seek out and deliver extra value to individual clients. Help your clients wherever possible.

  6. Empower team members to right any wrongs.

  7. Actively seek ways to delight clients throughout their customer journey.

Think like a small business owner.

Does the shopkeeper close the door to a customer who wants to make a purchase at closing time? No, he stays open. And the client rewards him with this sale, future sales and word of mouth advertising. Reciprocity and appreciation are worth many times more than the original sale.

The fast track to spectacular growth is an entire organization 100% focused on exceeding client expectations. Yes, it may cost a little more initially, but that sacrifice for short term profit is worth it in the long term.

When you actively create customer advocates acquisition costs plummet and profit rises.

Remember, service is sales and sales is service.

The continuum of sales and service is becoming increasingly circular – those who embrace it will succeed. Those who don’t will fail.

Writing for SEO

Most of us want our online content to be found, and the most common gateway between you and your readers is a search engine. To get search engines to find and connect people to your content, you need to write with search engine optimization (SEO) in mind.

Start with Keyword Research

Writing for SEO starts with keyword research. If your content is not optimized to rank for search terms that people actually use, it may live in obscurity. Take time to think about the terms you want to be found for and do research to confirm how people are searching for that type of content. Using the same vocabulary as your target audience is critical to SEO success.

Understand Intent

As you determine the right keywords, you need to be sure that when people are using the words and phrases you find, they are actually looking for what you offer. This is referred to as search intent.

You want to optimize with the words and phrases used by searchers who are looking for what you offer. Tricking people to get to you will not lead to success. If you don’t meet the searchers needs they will move on.

As you’re doing keyword research, analyze the search engine result pages (SERP) for the keywords so you have an idea of the intent behind the keyphrases you’re targeting.

Don’t Get too Creative

Search engines are not your high school English teacher. They are not wowed by your creative vocabulary. They don’t give extra credit for finding new ways to say things. Instead, they get confused.

Search engines do understand that some words can have the same or similar meanings. Use that to your advantage! Don’t stuff your text with contrived occurrences of your exact focus keyphrase. Instead, make sure you use synonyms of your keyphrase.

Write from the User Perspective

When you write, put yourself in your reader’s shoes. Speak to their interests and questions. In short, write about the things they care about.

Readers don’t care about your internal structures, product jargon and preferred way of looking at things. They want to know what problem of theirs you will solve or what they will get out of reading your content.

Make your content about your user, not yourself!