Institutional Affiliate of American Congress on Surveying and - CLSA

ago you bought a Widget from us
and I appreciate your business" takes
only a few minutes to write, but the
customer reaction is impressive.
If you receive a referral, make certain
you say "Thank you." We use
gift certificates as a way <strong>of</strong> expressing
our appreciation.
• Project a leadership image for
your company. All <strong>of</strong> us want to be
with winners. In fact, we almost automatically
shy away from both people
and companies that look like losers.
That's why logos and printed materials
are so important.
In other words, make sure your
firm has a distinctive "custom look,"
one that separates it clearly from
other businesses in the same field.
Give names to your products or services.
Work to qualify for awards for
your company. This helps you stand
out in the crowd. Also keep customers
informed about business trends.
This places you in front <strong>of</strong> the pack.
• Show a continuing interest in
your customers. Frankly, this is easier
said than done. It's a lot <strong>of</strong> work
keeping a mailing list up-to-date, but
constant communication indicates
that you care about those who have
chosen to do business with you. Mail
copies <strong>of</strong> articles you think may be <strong>of</strong>
interest to a customer. Then, when
the time comes to make a sale, you
have a reservoir <strong>of</strong> goodwill to draw
upon.
Also, sent out reminders: "You
may want to check your supply . . ."
or "Last year at this time you ordered
..." By taking these simple steps, customers
will come to rely on you.
• Ask your customers for their opinions.
The finest form <strong>of</strong> flattery is:
"What is your opinion?" Those words
say so much. They show you value a
person's ideas. This is how lasting relationships
are made. Sure, you can
hand out tickets to a show or a sports
event, but the effect is not nearly as
strong as getting someone to express
his or her views.
Most <strong>of</strong> us don't have sufficient opportunities
to talk about our ideas.
Anyone who creates a situation that
lets us share our opinions has made a
friend.
• Make your customers feel important.
There's nothing worse that a
salesperson making a customer feel
insignificant. Yet, it happens every
day. To make a strong impression,
someone will say, "Just last week.
Gotcha Corp., the international conglomerate,
bought 1,000 <strong>of</strong> our computers."
That's great, but how does it
make someone who is buying one,
two, or three feel? Pretty small.
Congratulate customers for their
achievements. Life in the trenches
isn't always easy, so making people
feel good about what they are doing
gives a boost that will not be forgotten.
Making an investment in building
a bond with customers would be at
the top <strong>of</strong> the list for a company that
wants to succeed. In the final analysis,
what is more important than
knowing your customers will be there
when you need them tomorrow or
next year?
John R. Graham is president <strong>of</strong> John R.
Graham Inc., a marketing services, public relations
and advertising agency, 40 Oval Road,
Quincy, MA02170. ®
Arizona Pr<strong>of</strong>essional Land Surveyors
1990 Conference
February 15,16, and 17
"Set Your Sights Along tlie Colorado River"
Be a part <strong>of</strong> the first APLS conference held along the Colorado River at
the Riverside Casino and Resort Hotel in Bullhead City, Arizona.
For More Information Contact:
APLS 1990 Conference
Jack Stoval!, Conference Chairman
2332 Highway 95, Bullhead City, AZ 86442
Surveying
Bestor: .
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• geodetic control
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Use our GPS equipment
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Bestor Engineers, Inc.
9701 Blue Larkspur Lane
Monterey, California
USA 93940
408-373-2941
Fall 1989
The California Surveyor 19