Welcome to another episode of the Sales Leadership Show! Today, we have a special guest, Richard Weylman, who will be sharing his insights on how to keep customers for life. Richard is the author of "100 Proven Ways to Acquire and Keep Clients for Life," released on March 12th. Join us as Richard discusses his proven path for permanent business success and shares invaluable advice from his extensive experience in consulting, coaching, and speaking.
You can listen above, or read the show notes that follow.
Who is Richard Weylman?
Phil: Richard, welcome to the show! Let's start with a bit about you and your latest book. What’s the best advice you’ve received in your career?
Richard: Thanks, Phil. My book, 100 Proven Ways to Acquire and Keep Clients for Life, is designed to put businesses on a proven path to success. The best advice I ever got was from someone who said, "Richard, you see things from the consumer's point of view, you should market that." This advice has shaped my 30-year career in consulting and coaching. Conversely, the worst advice I received was that I could speak to anyone, anytime, anywhere, about anything. That experience taught me to focus on my strengths – understanding the consumer and turning insights into prescriptive tactics.
The Importance of Consumer Perspective:
Phil: Congratulations on your book, Richard! It’s fantastic. Tell me, who gave you that pivotal advice 30 years ago?
Richard: It was Howard Van Bortle, the dealer principal when I was the general sales manager at a Rolls-Royce dealership. He recognized my ability to see things from the consumer's perspective, which has been a cornerstone of my career.
Building a Customer-Centric Business:
Phil: How do you get in front of customers to ask the right questions?
Richard: Through our consulting, speaking, and coaching engagements, I've had the privilege to talk to consumers across various industries. The key is to ask what turns them into delighted advocates and what merely satisfies them. It became clear that satisfaction isn't enough; we need to elevate the experience and build emotional engagement.
Elevating the Customer Experience:
Phil: What does it mean to "elevate the experience"?
Richard: Elevating the experience means consistently demonstrating thoughtfulness, kindness, caring, and empathy. It’s about humanizing and personalizing every interaction. These qualities turn satisfied customers into delighted advocates and brand ambassadors.
Practical Steps to Elevate the Experience:
Phil: Can you break down the practical steps to elevate the experience?
Richard: Absolutely. Simple changes like how you sign your emails or addressing customers by their preferred name can make a big difference. Instead of "Best," use "Warm regards." Instead of "Feel free to call," say "Feel welcome to call." These small gestures show thoughtfulness and care.
Staying in Touch with Customers:
Phil: How do businesses stay in touch with customers effectively?
Richard: Logging customer interactions in a CRM system is crucial. Celebrate anniversaries, send personalized messages, and make customers feel valued. For example, a doughnut shop in Sarasota sends annual texts to customers celebrating their loyalty. Real estate agents can send cakes with personalized messages to clients' workplaces, making them feel appreciated and remembered.
The Power of Thoughtfulness:
Phil: It's not about the cake or the doughnut but the thoughtfulness behind it, right?
Richard: Exactly, Phil. It's the thoughtfulness, kindness, and empathy that make customers feel valued. These actions show that you care and help build long-term relationships.
Implementing Customer-Centric Strategies:
Phil: How do businesses implement these strategies effectively?
Richard: Start with a 90-day plan, focusing on a few key changes. Assess where you are and set specific steps for improvement. Tools and templates from my book can help guide this process. It's about adopting a mindset of giving rather than getting.
Mindset Shift for Success:
Phil: How do we help businesses shift their mindset to prioritize customer-centric strategies?
Richard: It’s about realizing that by giving – whether it's thoughtful communication or personalized gestures – you build stronger relationships. Bob Burg, who wrote "The Go-Giver," emphasizes this point: giving leads to greater opportunities and success.
Conclusion:
Phil: Friends, if you want to keep customers for life, focus on thoughtfulness, care, kindness, and empathy. Richard’s book, 100 Proven Ways to Acquire and Keep Clients for Life, is a must-read. You can find it at any bookstore or on Richard's website, richardweylman.com. Remember, implementing these strategies will transform your customer relationships and business success.
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How to Keep Customers for Life