We've been hearing a lot these days about the importance of enhancing the customer experience and reengineering our relationships with clients. These ideas sound intriguing in concept and snappy from a stage, but, how can we make a difference in influencing the impressions we make on our accounts? What can we do to make dealing with us extraordinary?

The first and most important benefit of making the customer experience all it could be is it will differentiate you from most reps. There are so few salespeople who provide even average customer service that your efforts going above and beyond expectations will do wonders to separate you. By differentiating yourself and establishing a reputation for outstanding service you will automatically retain a higher quality of customer and attract new ones with less effort. In a time when it seems customers will jump ship over $50 bucks, winning loyalty is more important than ever. In fact, studies have shown, it takes ten times the time, energy and effort to obtain a new account as compared to winning business from existing customers. So, establishing a reputation for outstanding service will actually make selling easier!

Another advantage in setting yourself apart from other reps by the quality of service you provide is that it creates an attraction to your product and service and elevates the value of your offering. Doubt it? Have you compared Nordstrom prices, lately? Receiving above average service is a quality customers value and will pay more for.

OK, lets get on with how to build, enhance, and improve customer experiences with you. As salespeople our interactions with customers and staff are brief. Even in situations where we routinely call on the same accounts it is easy to maintain a professional but superficial relationship. One of the most powerful ways you can make dealing with you special is in the way you treat others. We are not talking about common business etiquette-typical business niceties are minimum expectations from any rep. Certainly, you have made it your business to know the names of your accounts and even their staff-but what do you know about them? How have you expressed an interest in their lives and the events and activities they value? Any rep can respond to the typical small talk exercised in most offices. You can make your interactions with others more memorable simply by being more interested in your accounts.

Another way to improve doing business with you is to provide fantastic, phenomenal and fabulous follow-up service. In case you think I went a little overboard on the superlatives, think again. Follow-up service and the lack of it-- is the single biggest after-the-sale disappointment, according to customers. Since most reps drop the ball on the basic follow-up expectations-consider what an opportunity that presents for you!

It is amazing what a simple phone call can do! Consider calling a week after an account has had a chance to enjoy the new piece of equipment you sold them. If you want to really shine, offer follow-up training and instruction on ways to get more out of their new investment. This approach to customer care has a built in benefit for you, as well. Consider using follow-up visits a chance to explore additional sales opportunities and upgrades. Customers impressed and excited to reward your support and service will look for all kinds of ways to hand you new business!

There are simple and significant ways you can enhance the experience customers have with you. We can share a variety of ideas including, keep your promises, sell products around real needs, and show up for appointments early. All of which will set you a part from the average attempts most reps make in dealing with their accounts. But, you are the most qualified to uncover what your customers want and need. And, it is in tailoring your efforts to every customer that you will create the best experience for them!