Indeed, those little details of the buying experience may appear
intangible. But what you sell is usually less important to customers,
almost incidental—unless they don’t get what they expected.

As Walt Disney said, “Do what you do so well that people want to bring
their friends to see you do it again.” Any business able to satisfy
customers in these five ways will consistently beat the competition.

NOTICE: More important than WHAT you provide, is HOW you
provide it.
So much attention is paid to the WHAT, the HOW often takes a
backseat.Yet it’s the quality of your HOW that determines whether
the sale is made or lost. Buyers focused only on price are likely to
be one-time visitors, but even they sometimes decide the cheapest
price “just isn’t worth it.”

Equally important is how the business deals with problems or
complaints as they arise. Making mistakes needn’t be fatal,
customers understand that. However, the willingness to fix them and
minimize their impact on the buyer is crucial. Solving it immediately,
with the right attitude, can even strengthen the bond. But fumbling
the ball a second time simply isn’t forgiven.

2. How efficiently the buying process went
From start to end, did each step of the sale go smoothly? Could buyers
get the answers or help they needed? Could they find what they came
for (or why not)? Was the operation arranged to accommodate them?
their time frame? Were prices and payment options clear and easy to
deal with? Can most buyers complete the transaction without triggering
number 3?

3. How much aggravation they had to endure
Aggravations are of two types—those that shouldn’t have happened
(glitches). Or those that happen to everyone, like long waits, multiple
visits, shortage of parts, etc. A buyer is willing to endure a little
inconvenience, but not for long, not every time. Your job is to minimize
inconveniences so they don’t arise—not treat them like business as
usual.

Here’s where the helpful, informed employees will make or break the
business. First in building customer rapport, anticipating their
concerns, while avoiding problems in the first place.

4. How many mind games are played on them
Sorry to say, the word "sales" gets misused too often. Selling isn’t
an opportunity to manipulate the potential buyer to do what the seller
wants, rather than providing the buyer what they want.

No one wants to feel like a sucker or to be mislead about prices,
delivery dates, or terms of the sale. Even a hint of such treatment
kills trust, kills their willingness to hear you out. And if a person feels
tricked into buying, they won’t buy again. Or they might cancel the
sale afterward from buyer’s remorse.

5. How well the business has its act together
Starting with the first impression, did everything about the business
live up to its promise or reputation? If every part of the operation works
smoothly as an integrated whole,consider the customer well served.
When the parts are mismatched or full of snags, it screams "small
potatoes." That scares business away. Even if the issues are minor,
they pull the plug on trust. Fortunately, a focus on your how yields
big benefits from quick and inexpensive solutions.

Get your HOWs in order, and you’ll drive the competition crazy
Customers notice when they’re treated well. Let your uniqueness shine
in the how of customer-pleasing practices. It pays off in your bottom
line.

Dr. Lynella Grant is an expert on the signals that make up the body
language of a business. Author of The Business Card Book and
Stop Looking Like Small Potatoes
  http://www.giantpotatoes.com
Off the Page Press (719) 395-9450