4 structures that create WOW in your business

(www.myorganizedbiz.com) - In my previous post, I talked about the Wow Factor and how “Substantial Wow” can build a sturdy relationship with your clients.

In this article, we’re getting down to the nitty-gritty about what systems you can create in your biz to build this trust.

1. Listen to the subtle messages that clients give you. Then get more information.

People hire you or buy your products because they like what you’re doing. In most cases, they have a genuine desire to see your business succeed. When you mess up in a small way, they may drop small hints about something that didn’t work for them.

Start paying attention to hinted-at messages – and ask for more information. If you’re genuinely open, clients will tell you what they need and what you can do to better provide it. You can’t pay a consultant enough money to give you the kind of insights your clients can. Don’t make excuses or explain (e.v.e.r.), just say thank you from the bottom of your heart.

Organized Biz Tip: Write down this information. Using their ideas, create new systems that change your business into a more customer-focused experience.

2. Underpromise, Overdeliver

When you’ve been at your business a while, you become familiar with how long your internal processes take. 3-5 day delivery. 2 day turnaround. Emailed estimate by the next business day. In other cases, you may have no clue how long something will take, so you give a ballpark guess.

What happens when something comes up you didn’t plan for and there’s an unexpected delay? It means you’ve just broken a promise to someone whose trust is valuable to your business. Long-term clients might be understanding, but it’s still a breach of the trust you’ve worked hard to gain… and there can be a high price to pay.

Take a good look at what’s a reasonable turn-around time for your various products and services, and then add a “time cushion” to it. This allows you to:

• Honor your time agreement even if a contingency arises, giving you a little breathing room
• Get the job done sooner than “expected”, satisfying the customer’s need for promptness

Organized Biz Tip: Start keeping track of how long various projects actually take from start to finish. Compare the reality to what you’re telling clients to expect and match them up.

3. Communicate deliberately with customers

The regular exchange of ideas and information builds trust and understanding. Ask your clients if they have a preferred method of communicating and use it. If they prefer phone, call them. If they use Skype, get it. It may not be your preferred method, but it helps them feel more connected to you.

Follow up with your clients regularly. Instead of either hounding them or leaving them to drift, each time you speak agree to a “next check in” day and time. Even if it’s a loose agreement, it creates clarity, safety, and structure for both of you.

Organized Biz Tip: Make an appointment in your calendar for the day and time you’ll be following up with them. This helps you remember and set aside the time to do it.

4. Provide a written guarantee

When people sign up for one of my classes, they get my 90% Bookworm Guarantee. In other words, if they give at least 90% effort, do 90% of the homework, and attend at least 90% of the sessions and are not satisfied, they get their money refunded. Period. In addition, I send them a $10 gift certificate to my favorite bookstore toward the purchase of a book that gives them the information they need.

What does this guarantee do?

• Makes the customer’s responsibilities clear (90% effort).
• Conveys my commitment to their success.
• Gives them confidence in my services.

Mark Silver at Heart of Business has a fantastic article and free audio about writing a guarantee like this – in a way that doesn’t compromise profitability.

Organized Biz Tip: Write a guarantee that is both fair to your business and gives the customer complete faith in your offering. You may have some “takers” for refunds over time, but the positive collateral it gives your business is priceless.

How useful are these suggestions to you? What are your next implementation steps?