Lindemann Chimney Supply: Newsletter June 2006

CURRENT NEWSLETTER

Lindemann Chimney Supply sells wholesale only to the chimney and hearth industry.

June 2006

As the Chinese fortune cookie said, Experience: “It's what allows you to recognize a mistake the second time you make it!” Actually when it comes to your customers, it has a whole different meaning.

You might think that you are selling a product or service like a chimney cover, a stainless steel liner, or a chimney cleaning, when in fact you're actually selling an experience. By selling an experience instead of a product, it is often the only significant thing that separates you from your competition.

A great example of buying an experience would be a Harley-Davidson Motorcycle. If you talk to a true biker, he'll tell you that it's not the most comfortable, fastest, or best-designed bike on the market. The real reason people buy a “Hog” is for the Harley experience-“live to ride, ride to live,” an American classic, etc.

Product benefits and attributes are simply no longer enough. Today's consumers want experiences - experiences they can feel and touch, experiences that will change their emotions and attitudes. Being able to compete on an “experience basis” will give you more opportunities to deliver value and differentiate your company from your competitors.

The only way to build loyal customers is to deliver experiences that create value beyond mere satisfaction. Consumers are looking for experiences that compliment their lifestyle and products and brands that say something about their aspirations.

Face-To-Face

Sometimes the nonverbal messages we send are more powerful, more persuasive, and more revealing than the words we speak. When your nonverbal signals send a different message than your words, your customers can become confused, disoriented, or skeptical of your motives. A significant part of your success as a service professional will come from how you manage your face-to-face, nonverbal communications.

Experts suggest that in face-to-face situations, at least 70 percent of what is communicated is done without speaking a word.

“Give `em some space.” Is it comfortable for you to carry on a conversation with a customer at arms length? If after a few minutes you move to within six inches apart, suddenly your customer no longer feels comfortable. You've moved into their “comfort zone.” Always give your customer a foot and a half to two feet.

Have good eye contact. Making eye contact acknowledges that you see you are dealing with your customer as an individual, and that you are paying attention. People who don't make eye contact in our culture are considered shifty or even dishonest.

You can communicate by saying nothing. Remaining silent while your customer is talking is a basic courtesy, nodding tells them you're listening and understand what you hear.

An occasional “uh-huh” or “I see” tells them you're still listening without interrupting. And always “stand up straight” just like your mother said. Good physical posture conveys confidence and competence.

Never use a “closed gesture” like crossed arms, or hands tucked in your pockets. Open gestures invite people into your space and say you're comfortable having them near you. Avoid physical contact. While a handshake is customary, placing a hand on another person's arm or an arm over someone's shoulder can be a very personal act. The rule of thumb is “less is best” in most professional situations.

Keep smiling; a wide-open smile communicates friendliness. Your face communicates even when your voice doesn't. So make it a point to think about what you're doing nonverbally when you deal with customers.

“Be the change you want to see in the world”

BACK ISSUES OF OUR NEWSLETTERS

Current Newsletter

April 2006

What's it Worth

March 2006

Perceived Value

February 2006

Feb 12th, 1809

January 2006

Try it again

December 2005