Sales Training:  SUCCEEDING WITH EMPOWERED   CUSTOMER SERVICE, Part One 

By Mark Bowser - Motivational Business Speaker

What would you do if you lost 3 out of your top 10 customers…tomorrow? 

Even more important, what is your plan to keep them loyal…today? 

The late chaplain of the United States Senate, Peter Marshall, used to tell a story titled “The Keeper of the Spring.” The story is about a man who lived in a forest in the eastern Alps overlooking an Austrian village. This old man had been hired years ago by a wise town council to make sure the mountain waters flowed freely into the wonderful spring which flowed into the quaint village. The old man faithfully year after year removed leaves, twigs, and everything that could contaminate or clog the flowing water.

As a result, the village spring was an attraction for vacationers and swans alike. The village was peaceful, happy, and blessed. One night, years later, another town council began talking about the almost mythical keeper of the spring. They wondered, “Why are we paying this man? Does anyone ever see him? This money could be used for better purposes.” As a result, you can imagine what they did. They decided to terminate the services of the old man. For a while, everything stayed the same. The spring was beautiful and the village blossomed. But then came autumn and the trees began to loose their grip on their leaves. Twigs and branches broke off the trees and fell into the stream’s grip. One day, someone noticed something different about their wonderful spring. It was changing to a different color. Soon a haze came over parts of the spring and a sickening smell began to hover around it. The vacationers left the lovely village. The swans decided to look for a new home.

The town council called an emergency meeting. They realized what a terrible mistake they had made by firing the old man of the forest. They immediately hired him back. The old man got to work and performed the miracle again. Within a few weeks, the life-giving water was flowing freely and surely to the village spring. Soon all was normal, healthy, and blessed.

 Now, you might be thinking, “This is kind of an odd way to start an article. It is acute story but what does it have to do with me and my company?” My answer to that question is everything. You see, you, your staff, and your business are the village spring. Your customers are the mountain waters. The truth of the matter is that if you don’t take care of your mountain waters, it will put a strangle hold on your village spring. It will sicken, smell, and if something is not done to reverse the process it will eventually die. 

Right here at the very beginning, I want you to think about your mountain waters. Are they loyal to you or do they see your industry (including your business) as a dime a dozen? In fact, let me ask you a couple of hard questions. What would you do if overnight you lost 25% of your customers? Even more important, what are you going to do today to keep them loyal? Tough questions. But if you don’t have answers to those two questions, then you have a big problem. 

Satisfied customers are worthless. They stay just long enough until the next big thing comes to town.  Let’s say that your customer lives two miles from your business and one of your competitors moves in just one mile away from your customer’s home. Guess what happen? If they are satisfied, they are not your customer anymore. If they are loyal, they are not going to jump ship. They wouldn’t move for anything. 

I am a customer of Juszczyk Chiropractic in Lebanon, Ohio. Do you know how far I drive to have my adjustments? My family lives just north of Cincinnati. I drive about 25 minutes one way. Why? First of all, Dr. Paul is good. Very good. I have some major back injuries. Much of it caused by years of competition tennis. Dr. Paul has taken me from tremendous pain to a lot of relief. We are not out of the woods yet, but I can see the sunshine. But that alone doesn’t keep me with Juszczyk. There are a lot of great doctors of chiropractic. I am loyal because Dr. Paul is not only a great doctor, he has also become a friend. He has connected with me. He cares about me and my family. That is why I am loyal. 

Click here to read Part Two of this article.

Mark Bowser is one of the top Success & Sales Trainers and Motivational Business Speakers in the nation. He has trained hundreds of organizations including Southwest Airlines, Delta Faucet, the U.S. Air Force, Makino, Inc., Kings Daughters Medical Center, and FedEx Logistics. For information on how to bring Mark Bowser to your next sales meeting or training seminar contact Take Action Sales info@TakeActionSales.com

If you like this article by sales and customer service expert Mark Bowser, then you are going to love his book Unlocking the Champion Within.  For more information, click here.