Angle: Are you turning customers into repeat customers?
Mistake #29. The Tony Montana Mantra. Follow this unbreakable rule, or say hello to my little friend.
Basic principle – always find a way to over deliver, to hold something back so that you can give your customer more than they expected. The temptation is to sell everything upfront, but hold a little extra surprise back. You can’t impress a customer with what you already promised, what they already paid for. So give them a little extra and think about how you want their business for life. You want to get your customers hooked on loving you and the value you offer.
This is an area where customer service is critical. So many businesses lose customers for life with customer service that doesn’t care about them after the sale.
Don’t over promise. Sure you can guarantee to deliver their pizza in less than 30 minutes if your entire business is set-up for that. If it isn’t, don’t promise it. Don’t tell them your taxi is on its way when it isn’t. Don’t tell them you can deliver when you can’t. Under promise, but over deliver. Tell them the pizza will be an hour, then deliver in 45 minutes. Tell them the post will take 3 days, then deliver in 2. One of the biggest reasons for abandoned shopping carts is when companies try to add hidden postage costs on at the last stage instead of being clear upfront. It doesn’t matter how big or small your product is, you can always build in a small percentage of your price as a “customer delight” budget. You can always include a little unexpected treat to make them feel special, to make them feel delighted, to make them feel valued as a human being.