When it comes to how to increase sales, there are many important factors to implement. In fact there are too many to adequately deliver them in one article. Therefore, this series of articles on how to increase sales is comprised of five parts.

The first lesson on how to increase sales discusses how to deliver exceptional customer service. Exceptional customer service is mandatory, no matter what kind of business you own, and there’s no excuse for poor customer service. If you concentrate on customer service, you can increase sales dramatically.

It goes without saying that if your customer has a good experience, they might tell a friend. But if they have a bad experience, they may go on to tell ten friends. People get very passionate about bad customer services stories.

Here’s how to increase sales through exceptional customer service:

Tip #1

Remember your customers’ names whenever possible. I was recently in Las Vegas and I went to the Fashion Show mall Starbucks and I had excellent service. I ordered an iced latte and she said, OK, Great, what’s your name hon?" (very friendly) and I told her. She wrote my name on the cup and gave the cup to the barista. And when my drink was ready, "She called out, "Suzanne, your drink is ready". I love this because not only do they get an excuse to ask their customers for their names, but they can work on remembering their customer’s names too.

Whenever one of my clients calls me, and they say, this is so-and-so calling, I always enthusiastically say, "Hello Nancy Smith!!!! How are you? I am so GLAD you called!!" And I smile as I say it because people can always hear you smiling.

[For the record, I am a sales coach, but also own a direct marketing list brokerage firm].

Be grateful for your customers and let them know how much you appreciate them. Start by calling them by their names.

Tip #2

Answer your phone. There is nothing worse than a company that does not have a live operator taking calls. It drives me crazy! I have a subscription to a very wonderful independent newsletter and I have it set up on automatic renewal so I never miss an issue. But my credit card expired and I had to get my new number to them and do you think I could get through on the phone? Not a chance. I tried calling at least 10 times and their recording just went on and on and on…. Finally they sent me a letter saying that my subscription was at risk of being cut off because my credit card expired and all I needed to do was… Yes, call this number. UGH, the same number that no one answers. How frustrating. They don’t answer emails either!

Tip #3 – Listen.

Listen to what your client is saying. There is a reason that God gave us two ears and only one mouth. So we could listen more and talk less. The most fascinating thing about listening to your client is what you will learn about them. You will also learn where their pain is. They might be saying, "I want your XYZ product" but during the conversation you might find they could really benefit from two of your other products as well. Listen more, and you’ll be surprised what you hear.

Tip #4

Deal with complaints fairly and promptly. Even if you have to refund all their money. There have been times when I have had a client extremely unsatisfied with what they purchased, and actually made them feel so much better that they continued to do business with us at a later date. Just because someone complains does not mean they don’t want to do business with you. It’s how you handle it that matters.

If my firm’s clients aren’t happy, I make it right - even if that means we lose money on the deal (this sounds simple but actually you’d be surprised how many of my competitors don’t give refunds). I had one client that ordered a list of human resource executives and for some reason the list was pulled incorrectly and he got a terrible list that was completely different industries. We apologized and gave him a full refund. A month or two later he emailed me: "Suzanne, I personally would like to thank you for your amazing help and I really apologize I'm not able to send more business your way. You were an amazing help and by far the most reliable and sincere person I dealt with."

Tip #5

Overdeliver. Always give your customers more than they expect. After they order, you can send a little bonus e-book, or CD. Even before they order, you can send bonuses their way. I couldn’t believe it when my phone company sent me one of those blue tooth hands-free phones one day. Free! With a note saying, Thanks for being our customer. We appreciate you very much.

Now that is excellent customer service.

Delivering Exceptional Customer Service is one of the many ways you can increase sales revenues. Stay tuned for my next 4 parts in this series.