Loss of customers = loss of work = loss of money, get it?

It’s been said that successful people use the same skills as anyone else; they just use them BETTER and MORE OFTEN. Here are some skills we all possess, that you can fine tune to become a top performer in YOUR field:

1) Listen. During conversations, many people are so busy planning their words and thinking about what they will say next that they miss the entire point of communication: understanding the other person. Take time to listen to the words and voice tone of the person you are talking to and you will be better equipped to recognize their emotions as well as what they need or want. You will be more capable of solving problems and meeting expectations because you won’t be making assumptions; you’ll be working with knowledge you’ve gathered directly from the conversation with your customer or client. Further, you’ll have better rapport than the guy who didn’t listen, and who made his customer feel like they were wasting their time – or their breath – trying to explain their needs to him.

2) Ask questions. The customer won’t always give you all the information you need right up front. Sometimes, they might think they’ve told you everything you need to know, but they’ve actually left out some major details. If you are a designer, how many of your clients understand what’s required to set up a website? How many clients have come to you asking for a design, but don’t even having hosting or a domain? A savvy web designer will start with the basics first, and by asking probing questions, will determine the additional needs of the client (and uncover potential opportunities to fill those needs). Don’t just limit yourself to simple “yes” or “no” questions. Use open-ended probes such as: “What are you looking for?” or “Tell me how you currently do this..” Open probes are better for gathering information, while closed “yes” or “no” probing questions are great for controlling a conversation (think: that guy who rambles too much).

3) Set goals. We all know the saying, “The customer is always right.” While that might not ALWAYS be true, we do want do effectively meet the customer’s needs while still letting them know what to expect up front. Know what you want to accomplish during any interaction and allow yourself to be held accountable. You can set an agenda for the entire project and any existing deadlines, or to just one single meeting with a client. A design consultation meeting, for example, might begin with some opening introductions after which you could set the agenda with a statement such as:  “What I’d like to do today is learn about your company’s needs and find out what you’d like to achieve. That way, I’ll be better equipped to propose the right options for you. Does that sound good to you?”

4) Think ahead. What do you want to accomplish during this conversation or meeting? What do you want to accomplish by the end of the project? Now, put yourself in the other person’s shoes. What do you think he or she wants to accomplish during this conversation? During your first meeting? By the end of the project? Keep these possible goals in the back of your mind throughout your conversation to try to find a solution that works for all parties involved. Focus on what you must do to accomplish these goals. Be proactive, set a timeline and create clear and realistic objectives.

5) Support what you’re saying. Figuring out what your customer needs or wants is the first step. Then, you have to explain how you will meet or even exceed those expectations. You’ll need to illustrate the value of your product or service in ways that your customer will understand (read: NO JARGON) and reach an agreement on timeline and what will be accomplished by the end of the project. Be specific here. What problems, needs or wants does this person have, and what specific products or services do you offer that could be beneficial? It might even be helpful to present this information in a Feature-Benefit format, where you state what product or service you offer, what it does, and how it would therefore help the client or customer – in that order.

6) Illustrate the value. Really sell yourself along with the products and services you offer. It’s just like being in a job interview. Your customer or client wants to know why you are the right candidate for this job. Sometimes illustrating the reasons involves knowing more about what your client or customer does, including their job skills or duties, their job title, the organization they work for, what that organization does, what industry they’re in, and what their customers are like. Now, how many clients are going to just give you that information up front? Not many. But if you asked the right probing questions earlier in your conversation, this step will become a lot easier. Once you know your customer and their business needs, you can clearly illustrate (in terms they understand) how you can help them meet those needs with your products or services.

7)  Check for acceptance. This doesn’t just mean making sure the client is 100% satisfied with the work at the end of the project. No, checking for acceptance starts during the initial conversation. After you explain what you have to offer, make sure the two of you are on the same page. Ask, “Does that sound good to you?” or “Do you think that would fit your needs?” By knowing what the other person wants and how they feel about everything you’ve just told them, you’ll be better equipped to meet their needs and expectations in a satisfactory way. Some people prefer to have a more formal, written documentation of the client’s or customer’s acceptance by having them sign off on a contract, stating that they understand what will be involved in the project itself. While this is certainly a good idea for legal reasons, not every conversation will require this formality and it will be up to you as a business professional to understand your clients and your industry and determine if having written documentation is important for you.

8 ) Watch the body language. Be aware of your own word choice, tone of voice, posture, gestures, facial expressions and other body language – but also be aware of the signals the other person is sending to you. They will let you know how they feel, even if they don’t express it verbally. Sometimes they might shift uncomfortably in their seat, become distracted by something or someone outside the window, stall or seem uneasy in continuing the conversation. Be sensitive to these signals, and don’t proceed with a conversation until you’ve asked all the right questions or gotten the commitment from the other person. If you sense that they are getting uncomfortable, make the necessary changes and adjust your own body language, word choice and tone of voice to get things headed back in the right direction. If they send a signal that the conversation is over, don’t push it. You might end up doing more harm than good. If you can’t overcome any existing objections, just ask for feedback or permission to stay in touch and leave it at that..

9) Propose next steps. This not only lets the other person know you are listening, but it lets them hold you accountable for getting the job done – and gives them a sense of teamwork because you are filling them in on what happens next. Sometimes, your next steps will actually involve having the customer or client do something, such as send you a logo image or sign a contract. Sometimes, you may need to take things a step further and arrange for an on-site demonstration, an internal presentation, or a needs analysis at some point in the future. Whatever the case may be, it is extremely important to create that sense of teamwork and build rapport during your very first conversation, by letting the other person know about these essential next steps.

AchieveGlobal conducted one of the largest research projects on the topic of sales. Called the Sales Leadership Research Study, it looked at opinions and beliefs held by customers, salespeople, sales managers, sales training managers, and vice presidents of sales in 21 industry-leading sales organizations in three major global markets: North America, Europe and Japan. During an interview, one participant, who was a Vice President of Sales, said: “Everything starts with the customer. You need to understand what he wants. You have to put yourself in his shoes because sometimes he doesn’t even know what he needs.”

Those words ring true not just to designers or to salespeople, but to anyone who’s ever offered a product or service to a customer. There will always be customers who have questions, and there will always be people who know that they have a need, but can’t quite put their finger on what it is. That’s where we come in. Our job is not just to sell them what we offer; it’s to help them. Sometimes, we are here to help them realize that a need exists, find a name for those needs, and let them know how we can solve them. Keeping that customer-focused mindset is a good start, and hopefully, with help from the tips and tricks listed in this post, you’ll be on the right path to successfully helping your clients and customers and becoming a top performer in YOUR field!

1) Take ownership. If you (or anyone else in your company) drops the ball, take ownership of the situation. This doesn’t mean lying to the customer if something really wasn’t your fault, but simply saying, “I’m sorry this happened, but I’m going to do everything I can make this right.” And follow through on that promise. Even if a negative situation wasn’t your fault, you do have the power to resolve it at least to some extent. Don’t worry about what you can’t do. Do whatever you can.

2) Maintain a positive tone of voice during every conversation with a client or a customer. Your tone of voice says a lot about your real thoughts and feelings. Remember, positive customer interactions aren’t just about what you say; they’re also about HOW you say things. Make sure you are using a sincere tone of voice that makes the customer feel valued and respected. Avoid sarcasm as this could be taken the wrong way  or leave the customer with a bad impression.

3) Be a team player. Work with your customer or your client to make sure you are providing the expected quality of work and meeting any predetermined deadlines. If you work for a company with more than one employee, promote a sense of unity and teamwork within the company by using phrases such as “we” and “our”. If a customer has an issue with another associate at your company, make sure you never point a finger at that person. See #1

4) Never underestimate the power of positive words. Communication is absolutely critical in managing, meeting and exceeding customer and client expectations. Much of that communication relies on what we say and how we say it – and positive word choice combined with good voice tone is extremely powerful in effectively sending the right message. Practice communicating in a way that is focused on  resolving issues (if the customer or client has any), using words such as “will” and “can” and avoiding negative words and phrases that could hinder your overall message. This leads into #5…

5) Don’t point the finger! Don’t say, “It’s not my fault, my problem, or my responsibility” or “I can’t help you with this.” Don’t throw your fellow employees under the bus, even if they did make a mistake. We all make mistakes sometimes. Be sure that YOU are the one who is fixing them, and the customer or client will be eternally grateful. Know that your hard work will pay off in the end, and you are doing the right thing by creating a positive customer experience.

6) Turn negatives into positives. If you have to communicate a message that you fear may cause disappointment, be sure to cushion it as much as possible. Avoid words like “fault” and “refuse.” Another big trigger is the word “unfortunately” – ouch! Just hearing that word prepares the customer for some bad news. Instead, focus on what you CAN and WILL do for the customer. The word “although” can be your best friend. Try saying, “Although we can’t do that at this time, here is what we CAN do for you…” People read words in order, and they listen to them in order, too. Follow up a negative statement by ending on a positive note and see what a difference it can make!

7) Avoid jargon. Your clients and customers are seeking out your services because they know what you’re made of. They don’t want to listen to professional terms or words and phrases that they don’t understand. That will only give them a headache – and could actually backfire if you come across as being insincere or if you make them feel stupid for not understanding you. Instead, speak at your customers’ or clients’ level, sharing information that is relevant to your conversation and only using technical terms if you are certain your audience will understand.

8) Disagree in an agreeable way. It’s okay if your opinion is different from that of your customer or client. Every designer has been down this road, and we’ve all had a client who has wanted us to create something that absolutely makes us cringe. If you think you have a better idea, present it to the client by saying something like, “That’s a great suggestion, but have you considered this?” or “I like that idea, and I had another suggestion as well. Let me explain what I was thinking…” Don’t dwell on your problems with your client’s idea, but instead focus on the BENEFITS of YOUR idea. If you pitch your ideas right, your client might actually decide that they like your idea better. But even if they don’t, remember, it’s THEIR project. In the end, the client has the final say.

9) NEVER talk down to a client! Sometimes we use language that makes the other person feel like we are talking down to them, even if we didn’t mean to. Be very aware of your word choice during conversations, especially on the job. Don’t use words or phrases that could be potentially offensive or insulting, or trigger a negative emotional reaction (such as anger) from your customer. Examples that I have heard people actually say to customers before include: “I’m sure you won’t understand this, but…” or “Sir, you’re not listening…” How would you feel if you were in the other person’s shoes? Make sure the message you send communicates your true intention, rather than distracting the other person with what they perceive to be your intention.

10) Be confident, not arrogant. Different interactions call for different methods of communication. It’s not necessary to talk to a client the same way you would a co-worker or your spouse (in fact, I’m sure you can imagine some of the potential problems that might occur if we did!). Show your knowledge of your industry and the products and services you provide, but do it without using too much industry jargon, which could hinder your message if the other person doesn’t understand your word choices. Also, don’t get carried away using big words or distracting phrases. Speak at your client’s level , put them at ease with what you are saying, and illustrate to them how knowledgeable you really are – in a way that they will undoubtedly understand.

Put these steps into practice immediately, both on the job and at home. Did you see anything on this list that you could do better? Write down your own list of opportunities for improvement and begin proactively implementing changes today. Practice, practice, practice and you should slowly but surely start to see a turnaround in your interpersonal relationships – and your own attitude! If you follow these simple steps in every interaction, you should see an increase in the number of satisfied customers and clients.