A $15,000 Contract From Four Typewriter Ribbons

The customer walked into Ken Adams’ store in Newburyport, Massachusetts and said she needed four typewriter ribbons – and needed them quickly.  (Yes, some people still actually use typewriters :-)

Ken didn’t stock the ribbons but said he could order them.  But because she needed them immediately, Ken suggested the customer try another store nearby. The customer thanked him and left.

Later that day the customer came back into Ken’s store and said the other store did not have the ribbons and was not helpful. She asked Ken to order them for her, which he did.

(At this point you may be thinking:  Why take the time and go to the trouble of ordering just four typewriter ribbons for someone?  Very little profit in that.)

Customers Don’t Care How Much You Know Until They Know How Much You Care

In this situation it was obvious that Ken cared about the customer – cared about getting her what she needed. Good customer service – sort of a rare thing today.

Then, something surprising happened.

After the ribbons arrived and the customer came back to pick them up, Ken received a telephone call from the woman’s husband, thanking him for helping his wife get the ribbons she needed.  The telephone call from the husband of Ken’s customer turned out very, very well.  He  was the purchasing agent for an insurance company with 13 locations.

One thing led to another and another and the result from Ken’s excellent service? A $15,000 contract.

How can you make the best of a terrific customer service experience?  Referrals, referrals and more referrals.

There are six opportunities – moments of truths – when you can ask for referrals.  Pay close attention to watch out for these six moments of truth and if you go the extra mile at the right time, you have a lifetime customer.

Six Opportunities to Ask for Referrals

Opportunity # 1: The moment your customer complains.

Reason:  When you go the extra mile to FIX the problem, this customer will be grateful that you care and will become a loyal customer.  After the problem has been solved and the customer thanks you – that is the time to ask “Who else do you know that could use our services?”

Opportunity # 2: The moment one of your new customers comes back to place a second order.

Reason:  They were obviously happy with the product and service or they would not be placing a second order.  A perfect time to ask:  “Who else do you know that could use our products?”

Opportunity # 3: The moment a customer has thanked you.

Reason:  This is the best time to ask:   “Who else do you know that could use our products?”

TIP: Do not ask “Do you know anyone else who could use our products” because it would be too easy for the customer to say “No, but if I think of anyone I’ll let you know.”  The opportunity is lost.

Opportunity # 4: The moment one of your customers has been through a hard time because of a foul up on your (or their) part.

Reason: You can empathize and show you care by doing whatever you can to make things better – to fix the problem.

Opportunity # 5: The moment a customer needs a favor from you.

Reason:  After you grant the customer’s request; after you do the favor and the customer thanks you, this is another golden opportunity to ask for a referral.

Opportunity # 6: The moment your customer brings in a referral.

Reason:  People LOVE to be thanked (don’t we all?)  for something they have done for another person.  After you thank your customer, ask who else they know that could benefit from your products and services.

One of the easiest ways to harvest referrals from your customers is to write a simple letter asking them for their help.