Monday
Jul282008
The most important process
Monday, July 28, 2008 at 11:50AM
Businesses need processes, otherwise they are just jobs for the owner. Without a process the owner gets stuck doing even the most routine jobs. With a set of good processes in place the business owner doesn't have to be there for work to get done. So if you're new to the process bandwagon where should you start? There are all kinds of process to worry about... back-end accounting processes, processes for making sure your location is clean and orderly, processes for reviewing employee performance, processes for getting the work itself done. But in my mind the most important process is the one that kicks into gear when you get a new customer.
Customers are the vital ingredient needed by all businesses. They're like water, you can survive without them for a while but in the end a lack of customers means death for a business. That's why you need to consider what happens when you get a new customer very carefully. Don't get scared. All we're talking about is bringing some focused attention to the customer's first experience as your new client. Here are some questions to get you started?
Answering these questions helps you think pro-actively about your customer sign-up experience. And that sets you apart from 90% of other business owners. The fact is most businesses are concerned about two things 1)Delivering the product or service and 2)Collecting payment. This is a "drive-thru" service mentality. It's great if the only things that matter are speed and price, but there's a limited number of opportunities to build a robust business this way. Most customers want more than speed and price and if you don't know what else they want they'll shop your competitors until they find it.
To give you an idea of how this works in real life let me tell you about a "customer creating" experience I had over the weekend. I went to a local hardware store with my son Saturday morning to pick up just two items for a home project. Upon walking in the door we were greeted politely and professionally by two clerks. I told them what we were looking for and I was escorted to the isle and items I needed (polyurethane and foam brushes). I was also asked if I needed sandpaper or rubber gloves. I already had both, but I hadn't thought about needing gloves. Most important was the attention given to my three year old as my helper. They kept him occupied while I figured out exactly what type of finish to use.
At first blush you might think that example is about customer service rather than signing up customers, but you're wrong. The fact is this business is great at signing up customers BEFORE they buy anything. Let me explain. In most retail scenarios the attitude is "Take a look around and let me know if I can help you buy anything." Here the attitude is always "You've come here to buy something, tell me what it is and then we'll go find it." They're assertive, they assume you've got money in your pocket or you wouldn't be there, and they're eager to help you spend it. They take it for granted that you're a paying customer before you walk in and they do it in a carefully orchestrated manner that doesn't come off as pushy.
Take an hour or so sometime this week and answer the questions above. Then design your customer sign-up process. Share it with your employees or better yet get them to help create it. Then write it down on paper and use it consistently. Your customers will be able to tell the difference between a process that is thought out and consistent over one that is haphazard and loosely followed. And if they know what to expect you're much more likely to get referrals and repeat business.
Customers are the vital ingredient needed by all businesses. They're like water, you can survive without them for a while but in the end a lack of customers means death for a business. That's why you need to consider what happens when you get a new customer very carefully. Don't get scared. All we're talking about is bringing some focused attention to the customer's first experience as your new client. Here are some questions to get you started?
- What do you want the customer to experience?
- How do you want the customer to feel before, during and after the transaction?
- What things need to happen EVERY time you get a new customer?
- Who is responsible for making sure these things get done?
- How long should the process take?
- What do you need to know about your customer before the transaction is over
- What does your customer need to know about you?
- Is it easy for your customer to come back and do business with you again?
Answering these questions helps you think pro-actively about your customer sign-up experience. And that sets you apart from 90% of other business owners. The fact is most businesses are concerned about two things 1)Delivering the product or service and 2)Collecting payment. This is a "drive-thru" service mentality. It's great if the only things that matter are speed and price, but there's a limited number of opportunities to build a robust business this way. Most customers want more than speed and price and if you don't know what else they want they'll shop your competitors until they find it.
To give you an idea of how this works in real life let me tell you about a "customer creating" experience I had over the weekend. I went to a local hardware store with my son Saturday morning to pick up just two items for a home project. Upon walking in the door we were greeted politely and professionally by two clerks. I told them what we were looking for and I was escorted to the isle and items I needed (polyurethane and foam brushes). I was also asked if I needed sandpaper or rubber gloves. I already had both, but I hadn't thought about needing gloves. Most important was the attention given to my three year old as my helper. They kept him occupied while I figured out exactly what type of finish to use.
At first blush you might think that example is about customer service rather than signing up customers, but you're wrong. The fact is this business is great at signing up customers BEFORE they buy anything. Let me explain. In most retail scenarios the attitude is "Take a look around and let me know if I can help you buy anything." Here the attitude is always "You've come here to buy something, tell me what it is and then we'll go find it." They're assertive, they assume you've got money in your pocket or you wouldn't be there, and they're eager to help you spend it. They take it for granted that you're a paying customer before you walk in and they do it in a carefully orchestrated manner that doesn't come off as pushy.
Take an hour or so sometime this week and answer the questions above. Then design your customer sign-up process. Share it with your employees or better yet get them to help create it. Then write it down on paper and use it consistently. Your customers will be able to tell the difference between a process that is thought out and consistent over one that is haphazard and loosely followed. And if they know what to expect you're much more likely to get referrals and repeat business.
Reader Comments (2)
Great post! You're absolutely right when you say that the process involved with you get a new client is the most important. As a small business owner, the very first process I put into place when I started my company was a "New Client Checklist". Within the checklist are items such as, "enter client info into Quickbooks", "enter client's project into production schedule", "email client the production schedule", etc.
It was vital to me be as organized as possible when a new client comes on board. The last type of call I ever want to take is one from a confused new client.
Thanks again for a great post.
Thanks for the feedback.