A few years I attended and graduated from The Disney Institute of Learning. I’ve shared with many of you the specifics of that training. Recently while attending a Real Estate seminar I was again reminded of the priorities of things, something that was drilled into us at Disney Training. And once again this morning in our team training we touched on it.
The most effective, long term process to grow your business is organically. This means you don’t lose customers. These customers help recruit other customers who you likewise keep, never allowing a customer to flee “the nest of safety” which you’ve created for them.
Two weeks ago I was on a conference call with a Realtor who does about $250 million per year in production. On that call he was asked what his top priority is. His answer was simple. “Never lose a customer”. When asked how he’s marketing to keep these customers his answer was different than expected. It went something like “That’s the problem with most Realtors. They spend all their energy worrying about marketing and not nearly enough energy on service. Our experience tells us that if we can provide the buyer/seller with a level of service they’ve never experienced before then we’ll not only keep them for life, but they’ll recruit their friends to our service as well”.
I think it’s safe to state that we all have a desire to provide great customer service. The problem is in knowing what great customer service looks like and then knowing the steps you must follow to deliver. This particular Realtor stated that he believes proactive communication is the most important aspect of his customer service experience. They tell the customer what to expect before the customer can even think to ask the question. They warn of dangers and pitfalls in advance. They provide weekly updates (whether there’s new activity or not) and educate their customers on where they are in the process.
Post-sale marketing is important and I’m certainly not recommending we fall out of touch with past clients. What I am convinced of however is that post-sale marketing is most effective with customers that have already experienced exceptional Disney-like service.
These rules apply as much to me as they do to you. We’re constantly trying to improve in the area of proactive communication. I’m the first to tell you that it’s easier said than done. If you consistently focus on proactive communication your service levels will consistently improve and your business will consistently grow.