1. Find ways to make yourself relevant to them.
You need something to talk about, and even more important to talk about what
they want to talk about. All it takes is a bit of research and thinking and
writing down a few pointers to help you remember. Use Google or some search
engine to learn about your customer (search their name directly). Get info (any
info) about them or things that are relevant for them.
Example: You are a small business that sells custom diesel engines or even life
insurance to customers. When your customer visits you or calls you about
something, take an extra minute to make them feel at ease and to learn a little
bit more. Build a small rapport and demonstrate an authentic willingness to
understand where they are coming from. Do they love engines the way you do? Do
they have kids or family members they are supporting? How has the pandemic
treated their personal life? And so on…
As you talk to them, throw in small ideas to help, or ask them why. Why do they
like living in this city? What made them power through the tough year during
COVID? Why do they feel when they drive that awesome car they are driving or
when they see their kids play little league or do ballet?
All these little things tell them a lot about you and tell you a lot
about them… and all this in a genuine way. Sometimes even making a joke about
yourself will put them at ease. The more you put them at ease and the more
interest you show in them, the more they will tell you about themselves.
Remember, it is not the best product or service or pricing
that wins customers. It is their trust in you and their belief in what they learn
from you that wins customers!
2. Don’t pretend to be someone you’re not.
Say your new customer loves football (who doesn’t?!). Instead of hurriedly
talking to them about yesterday’s NCAA game, or talking about Tom Brady (because
you like him) or that you went to a game last weekend — in hopes of passing
yourself off as a fellow expert – consider expressing your interest in learning
more about what they like about it. Placing yourself in the role of student and
the other person in the role of teacher can be a great way to build a genuine
bond.
Further, even if the customer does talk about custom car engines and how they
are rebuilding their own transmission, do not show them what they missed or that
they should do this and that to make it better. They may or may not be technical
experts, and chances are that they are calling you or talking to you because
they think you are someone they can turn to, in their need. So, help them. Tell
them what you will do to help and do it (assuming it is something you can
realistically and genuinely do). While you are at it, also find something else
that might help them from what you learnt from them.
Importantly, if you do NOT know something or that you CANNOT
DO something, be open and honest about it.
They are not going to think less of you because you couldn’t be of help. Rather, you
could even tell them that the thing you CAN’T help them with can be avoided if they
considered your suggestion or your product/ service. You could even ask if they’d wait
for a day or two for you to go get it or order it for them. By not pretending, you
demonstrate personal authenticity. And the funny thing is that they will see that as
authenticity in your product and in your business!