The rhythmic sound of my running shoes hitting the pavement in a quiet neighborhood on a sunny day ushered in the deep trance of thoughts. As an Enneagram 5, I was in heaven. But my tranquility was shattered by the roar from the engine of an old, weathered pickup.
Its exhaust was blaring, like a 5th-grade student taking his first saxophone lesson. The driver put a little extra onto the pedal as he pulled even with me, so I might feel it, too.
Startled and annoyed, I turned to see the source of the disturbance and was struck by irony: the logo on the truck was for a pool and spa company. I’d like a pool or spa. But I associate them with calm, peaceful settings, where I can relax, and read, or lie around until I get too warm, leading me to stretch like a feline after a nap, and gradually make my way to the refreshing water.
I do not think of noisy, belchy, sanity-threatening sounds. Perhaps that pool company makes some grand spas, and digs the most precise holes for pools, and is masterful at pouring gunite. But I won’t be using them. Because to me, they don’t get it. They don’t seem to care about my customer perspective. And how can I trust them with something so big, when they can’t be trusted with something so small?
The companies that customers love take care of details. Consider three ways you can show you care about details through respect. Respect for your colleagues, for your customers’ time, and for your customers’ space.
Respect Your Colleagues
There were five people from the professional services company meeting with us, trying to win our business. That was too many. Three too many. Two of their colleagues dominated the conversation, frequently interrupting and speaking over one another. They spoke of their technical expertise, wonderful things they’ve created, and their professionalism.
We went with a different firm.
Meaningful respect for the customer begins with your colleagues showing respect for one another.
Ideas
- Loop in your coworkers to the conversation, using their expertise. (See Three Simple Steps for Growing Your Impact for additional benefits.) Show the customer they can respect others in your organization, because you do.
- In face-to-face meetings, look at your colleagues when they are speaking. Your customer will see that you value what is being said.
- Speak positively and professionally to one another. Not just during a meeting, but before and after. Customers notice.
- Enjoy one another. More difficult to manage in some cases, but strive to create a culture where this is the norm. Customers are often stressed, and when they see you relaxed with one another, they want to be part of that.
Respect Your Customers’ Time
An associate told me an all-too-familiar story: he scheduled a video call to introduce his boss to one of his vendors. The vendor joined the call late. He had audio issues. He rambled and repeated himself during the call.
My colleague confided to me, “It was a terrible first impression.”
You will do well to be as efficient and effective with the time you have with your customers. Will it cost you your own time? Absolutely. And it will be worth it. Your customers will feel valued.
Ideas
- Join any scheduled call 5 minutes before the start time. Test out your audio and video, and any materials you plan to share.
- In emails with questions, do your best to give enough context so they can answer without having to look up additional information.
- Have a clear agenda for any customer meeting you propose. Discuss the flow with your colleagues beforehand.
- Respond quickly to inquiries from your customer, ideally within 4 hours. You may not have the answer, but at least let them know you are (or will be) working on it.
- Do excellent work. Nothing wastes a customers time more than poor-quality products or services.
Respect Your Customers’ Space
One spring morning I was enjoying a coffee on the plaza of an upscale shopping and office complex. Within earshot of me sat two young men at a bistro table. They were dressed casually and waiting for an upcoming meeting with a potential client. One of them was smoking, and when finished, flicked his cigarette butt onto the tile floor.
In a flash, a gentleman walking by and wearing a suit bent over, picked up the littered butt, and with an icy stare at the offender said, “Let me get that for you.”
The gentleman wasn’t being polite. It was a message. He worked here. He met customers here. He cared about the experience of both. And he wanted others to respect the property in the same way.
What if the well-dressed man was one they were about to meet? The meeting where they pitched the quality work they do, and how they take care of the little things. What would he have thought?
A good rule of thumb: consider yourself a guest at someone’s house, and respect the furniture.
Ideas
- Dress thoughtfully. Wear clean, unwrinkled clothes. Stay away from “statement shirts” that might offend someone. In technology companies, jeans are often the norm. Our developers wear Khakis or the like to the first meeting. When I meet with a decision maker, I’m usually wearing slacks and a polo. Each customer might vary; the point is to be thoughtful. Your clothes won’t help you win customers. But they shouldn’t be a distraction, either.
- Delay your lunch. Unless it’s an explicit working meeting with lunch provided, don’t bring your food to meeting rooms or another’s office. There are a variety of nuances to eating, and it’s easy to do in a way that is less than pleasant.
- Keep your space clean. When working on-site at a customer, toss the empty soda cans, pile your papers, and wipe down surfaces. Act as if the customer could drop by at any moment. Because they could, and you want them to feel comfortable.
You Got This!
Every customer touchpoint—from emails, to design sessions, conference calls, invoices, and more—reflects upon who you are and how you do your job. Each is an opportunity to build something special. Details matter to your customers. And they should matter to you.
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