The 7 Keys to Keeping Customers - Key Six - Be Reliable

It might seem ridiculous to include "Be Reliable" on the list of the seven keys to keeping customers because one would think that if someone owns a business, they would already understand the importance of keeping their word to their customers and how not doing so could lead to them lose those customers quickly.

But, unfortunately, a lot of business owners don't understand this simple principle and end up, either knowingly or unknowingly, letting their customers down by showing them they can't be trusted. If customers don't trust you, they won't buy from you. Period.

If you're a business owner who's having this problem, there's a simple fix. Just keep your word to your customers. If you tell them you're going to complete a job by a certain day or at a certain time, do everything in your power to make sure when that day and time come, the job is done.
Or, if you tell your customers they're going to love a certain product or service they purchase from you and they end up telling you they hate and it doesn't work like you said it would, be willing to either give them their money back or give them credit towards something else you sell.
The point is this. If you aren't 100% sure you can do something for your customers, don't even hint to them that you might be able to do it. Often when people hear you say you might be able to do something for them, they get so excited about the thought of having it done, they hear you instead saying you will do it.

This can lead to misunderstandings that cause your customers to see you as an unreliable person to do business with. It can also leave your customers looking for someone else in your industry who will be reliable when doing business with them. So, if you're absolutely positive you can make something happen for your customers, by all means, tell them. Then, when it comes time for you to make it happen, make sure you do.

But, if you're not sure about something or, even worse, you're sure you can't make something happen for your customers, don't make them think you can. This will only lead to a loss of business, or money, and of customers who no longer feel they can trust you.
By Jessica Martinez