By: John Robertson
TrainingConnections.ORG

I'll admit it, I belong to a smug group of people. I am YOUR customer. I can afford to be smug and demanding because today I can buy what you are selling somewhere else.

Treat me right and I'm yours to keep, treat me wrong and I'm gone.

Ever wish you could find the secret ingredient to keep me happy?

While not exactly the magic bullet, this list of 10 customer expectation will get you many miles down the road to successfully develop and retain me in that profit generating group know as a "Loyal Customer".

Let’s take a look:

1. Be assessable. I can't remember the number of times I have had the money in my pocket, the desire to buy a product that you had in stock . . .and I walked out. If you would realize that sometimes I need to ask a question or want to see alternative choices. Be there for me, I'm your customer

2. Treat me courteously. I am a human being. I love my wife, my kids and do an honest days work. I did not come in to your place of business to be hassled. I am not looking to be treated in a condescending manner or with fake emotions, just treat me with common courtesy.

3. Be responsive to what I need and want. I am not looking for what you bought a last year's market show because you got a good deal on it. I am not looking for what you over ordered. I am looking for what I asked for. Nothing more, nothing less.

4. Do what I ask promptly. Don't put me on hold. Don't have conversations with others around you. Don't suddenly decide to take out the trash. Don't close down the check out line while I am in it. (yes, I have seen all these happen while I stood around with money in my pocket). Is it too much to ask for you to just do your job?

5. Provide well-trained and informed employees. I understand every new employee needs to start somewhere. We all had to start at one time in our career. BUT for goodness sakes don't have everyone in your business clueless as to what is going on around them.

6. Tell me what to expect. If I know something unusual in going on I can be very patient and understanding. Things happen everyday that you don't have control over. I understand that. But don't let me guess what it is, how long it's going to take and will I need to come back later.

7. Meet your commitments, keep your promises. Please don't over commit and over promise to me. If you are unable to follow through let me know up front. Otherwise I am expecti9ng you to deliver on what you say you will do.

8. Do it right the first time. You and I are both busy. We don't have the luxury or time of doing things twice. Besides there are plenty more suppliers selling exactly the same thing you are. If I have to do something over because it was not done right the first time, guess who most likely gets the second opportunity…that's right your competitor

9. Follow-up. Be careful on this one. Before you contact me to sell me something else, how about seeing if I am already satisfied with my original purchase. The old adage "I don't care how much you know (or can sell me) until I know how much you care" really applies here. After you can at least develop some level of caring about me as your customer, then I may be willing to listen to your selling message.

10. Be socially responsible and ethical. I am not looking for a company that goes overboard on issues. However I do expect you to be a good member of the community, treat your employees fairly and occasionally sponsor a worthwhile cause.

Tough List? You bet it's tough.

However, your chances of my continued business is directly related to how high you score on this list

Surprisingly, this list leaves out some things I bet you currently promote as being primarily what I am looking for. While certainly important to me, things like price, location, and quality actually are not in my Top 10.

So focus on the Top 10. I may just be that customer that will be around for decades spending my money with you. If that's the case it is truly a Win-Win for both of us.