What's your Secret Sauce? It's what makes you different.

Oct. 7, 2012 - PRLog -- All great companies, people and leaders have one thing in common, they are different then their peers.
Think about it. Why does Apple exceed when so many others in their same category languish?
Steve Jobs was quite open about his secret sauce: “People matter, not technology.” Jobs focused on what his customers wanted, and that’s what he delivered. Everything Jobs built was oriented around making life easier for you. It was rare to ever hear him ramble about the technical specs of features he created - instead he talked about how these products made life easier for his customers.  “First, you need to focus on solving problems that people are experiencing. If you can do that, you’ll stay ahead of the curve” - Steve Jobs
Fall out of love with your product or service, fall in love with your customers needs.
We all know that good customer service keeps customers coming back. According to a recent study, 73% of customers will spend more with a business that gives good customer service. How can you be sure to get that repeat business from your customers? Take it one small step at a time. Make an effort to remember repeat customer’s names, their last purchase and their preferences and special requests. By providing superior service, you rise above and become preferred over your competition.
What can be better than that?
I’d like to share with you the recipe to make your own unique secret sauce which will allow you to create loyal customers, achieve sales gains and have happier customers and employees
It’s not just the chef that makes the secret sauce, but all the people and things that go into the recipe.
Just as when a great steak is served in a fine restaurant, first impressions matter.  It is the person answering the phone, the ease-of-use and aesthetics of your on line reservation system - as well as the front-line server, your chauffeur’s appearance and professional and perhaps friendly demeanor.
When you can deliver what your customer wants, you have the secret sauce - all the ingredients make your customers experience so outstanding, that they will be raving fans and never consider anyone else but you. And tell their friends about you too.
So how do we know what the secret sauce is that the customer likes and wants? You ask.
As in a fine restaurant, never ask how the meal was (you’re  guaranteed to get a  non specific answer). Instead, look to solicit a specific response. “You know Mr. Jones, you’re my best customer and if I had more customers like you, it would be amazing.”  Then ask questions seeking specific responses. “Why have you traveled with us for the last ten years?” or “If you were referring your closest friend or colleague, what would you tell him about us?”

Another great way to find out what your customers want is to call them after their service and ask them how everything went?  Every one loves a follow up call with a Thank you and a genuine concern for them.  Don’t give them a preset checklist of what you think is important. After all you are trying to figure out what’s important to them. It’s not all about you.
Just as a great recipe can be repeated only when it is written down and someone else can follow the same recipe, as you get responses, write them down. Ask your staff to write down things they hear from your customers, both good and bad.  You will see some common threads of what your customers like and don’t like.
Measuring the ingredients ensure consistency is a way to deliver a great meal every time.  Have staff meetings that clearly define exactly what your customer service standards are and what the expectations are.  Give real examples of great customer service. Write down your expectations.  If your customer gets different service experiences depending on who they are dealing with your company will not build loyalty. The way to implement high customer service standards is to have systems with non negotiable standards.  Be very specific in what you are asking so that your staff can implement your standards.
As you tally these responses, make a plan to implement changes of how to do things different? How to solve the customers problem and at the same time make them feel good about their decision of doing business with you.  More staff training and conversations will help you achieve this.
When someone first contacts you, your have an opportunity to set the first impression.  There is something very important when you exchange names.  Hi, my name is Bill, what is your name?  Then use their name throughout the conversation.  This is your first and best way to form an opinion of you and your company.  People buy from who they know, like and trust.
This process never stops, but continually gets better as you improve your results.
Pricing is an important ingredient.
Be very careful not to cut your prices. No one raves about and tells their friends about how great it was that the steak they had was mediocre, but was incredibly cheap. When you become the cheapest you run the risk of being  perceived as being the cheapest quality.  Instead of lowering your price, charge market rate, but give your customer more vale then expect. Your customers and you have a relationship. Give more then they expect and you will earn their business and their loyalty. And earning repeat customers is always better than continually hunting down bargain hunters, who’ll abandon you as soon as they find a lower price.
If your customer says they found a lower price, talk about how you are not the most expensive and definitely not the cheapest either. Explain the benefits why your service is worth what you charge. Maybe you have a competitive advantage such as your on time or free guarantee your experience or any of the other specific things that you learned from your existing customers and what they told you were important to them.  It’s ok to let the customers know that you are going to treat them really well.  
Never underestimate the first impression you make.  When someone contacts you, give them your full attention. You are creating the image of your company by what and how you talk to prospective customers and what you say. Is the person answering the phone friendly and helpful?  Do you just say a price or do you first build a rapport? If it is a trip to the airport, ask where are they traveling to? Another way to overcome price objection is to change the direction of the conversation:  ask if they have ever used a limousine service like yours before? The natural next thing is that the person will ask you what makes you different? You again go back to all the things your best customers told you were most important to them.  Did you ever call a company and the person was rude or indifferent? That person answering the call will never be able to get the customer to do business with you and certainly never be able to charge full rate if they aren’t customer friendly.
Don’t settle for anyone on your staff not treating your customer great.  As you follow up and speak with your customers after their service, let your staff know honestly what was said. Both good and bad.  If good, here’s a great opportunity to let the person know what  the specific thing the customer mentioned and an opportunity to share that same action with the whole team so all your other customers benefit too. If it’s not good feedback you heard, it’s an opportunity to coach and retrain the employee.  Again, be specific when talking with your employees about what your expectations are.
You can succeed and build loyal customers and a profitable business. You have to earn the customers loyalty by consistently doing more then the customer expects.
I want to leave you with this thought: If you were paying full price for someone important to you like your mother or spouse, how would you expect the service to go? Friendly and attentive and a great experience right? Well, that’s how we need to treat every customer every time.It’s the little things that matter that make a big difference.