This month, we tap the expertise of Shep Hyken, who has been at the forefront of the customer service and experience revolution for decades. He’s helped major companies like Disney and FedEx improve already-superior service while also working with smaller organizations to transform poor customer experiences. A trainer, speaker, and author, his “Amazing Business Radio” podcast and eight books are renowned in the customer service space. Titles include “The Convenience Revolution,” “Amaze Every Customer Every Time,” “I’ll Be Back,” and “The Cult of the Customer.”

Here, in an exclusive interview, he shares insights into translating superior service into solid sales.

Devaluing Price

It’s been found that three out of four customers (76%) will go out of their way to do business with a company that has better service. That means people will bypass your competitors even if you’re a little less convenient when you provide the right experience.
 
Also, nearly half of customers (47%) will pay more if they receive great service, which, of course, will increase sales. Another plus? Price is less important with the right experience wrapped around it. When you don’t have to compete on price, you can compete on the quality of the experience.

Your Competition

It’s important to understand that customers don’t compare you to nearby eyeglass retailers. Instead, they are comparing you to the best service they received at any company, in any industry, like Amazon, Chick-fil-A, Nordstrom, Lexus, and so many more. Brands we all recognize for great service are raising the bar and educating customers about what a great experience is, all while earning their trust. In fact, 82% of customers say great service increases their trust in a company. That’s something you literally can’t buy.

Key Word: “Always”

We want our customers to use the word “always” when positively describing something we provide. For instance, we want to be known as “always helpful” or “always knowledgeable.”
 
Start finding your “always” by identifying your customers’ expectations. Then set your own minimum standards of performance that will get them using the word “always” followed by something positive you do that meets those expectations.

Making the Sale

A great service line at the beginning of an interaction isn’t “Can I help you today?” It’s “What can I help you find today?” It’s important that you understand what each customer is looking for and how best to communicate with that individual. For example, they may not be interested in the science behind a type of lens, but they might want to know more about the experience of wearing those lenses. Once you understand each customer’s needs, you can tailor your presentation to create a personalized experience for everyone.

There are also certain words and phrases that can help you move from the information stage to the it’s-time-to-buy stage. You reach a point where you say, “I don’t have anything else I can tell you about this. So, what do you think? Are you ready to make a decision?”
 
In short, there’s a difference between friendly and helpful service. Both are great, but friendliness with helpfulness leads to more sales.

Lifetime or Next Time?

People talk about lifetime customers, but what you actually want is for them to come back a next time. Each “next time” can turn into “lifetime,” but you need to break it down into smaller chunks first. Think, “What am I providing right now in my interaction with this customer to make sure they will want to do business with me the next time they need what I sell?” It’s that simple.

Service Awareness

Sit down with your team and ask them about their favorite companies. Ask why they like them. Is there something those businesses do that you’re not doing? Get the conversation started, then take a field trip on a weekend to a local business that represents great service to see how you compare.

At the beginning of the next week, give everyone an index card. Tell them they’re going to create a great service experience for someone this week and encourage them to write down their plans to accomplish that goal. Then, before you open the following week, meet for 15 minutes and share some of those experiences.

The key is to continue doing exercises like this, and you can even expand the idea to include how your staff cares for their fellow employees as well as customers. This approach is truly what will make you stand out in today’s crowded marketplace.

“People talk about lifetime customers, but what you actually want is for them to come a next time.” —Shep Hyken

This article was originally published in a sponsored newsletter.