Good or bad, true or false, it’s always good to know what customers are thinking. Customer feedback is a gift. That’s why I love it when clients tell me what they think of my training programs.
Often, the client will prepare an executive summary for his boss and cc me, which is pretty cool.
Here’s what my client Frank, sent his boss and his team, after I did a sales training program for his team in southern California a while back:
August 30, 2010
To: Our Employees
From: Frank S.
Re: Sales Training with Caruso
Greetings,
Thank you to those of you who were able to attended sales training with Michael Angelo Caruso on August 14, 2010 at La Mirada. Based on the course evaluations, all who attended the training enjoyed it and learned some very helpful ideas.
Below are some key points discussed at the sales training. We need to practice and reinforce these habits with all PTO team members. These small acts of politeness and respect to our customers (and everyone you come into contact with) have already made a difference in helping us grow customer relationships and our sales.
1) Smile, say “hello”, and introduce yourself to every customer you come in contact with. Smiling releases endorphins, which will make you will feel better throughout the day.
2) Get the customer’s and name and “listen” to your customer very attentively. Many times, when customer is given the opportunity to explain the whole issue, you learn exactly what you need to close the sale. Ask more questions and then listen for other sales opportunities.
3) After a customer receives a product quote and says “Let me think about it”, respond “what specifically do you still have questions about?” Then remind the customer that we have the right product and we are ready to deliver it ASAP.
4) When appropriate, ask the customer about their weekend or family. Try to learn a little bit about the customer. Building customer relationships, builds loyalty.
5) After a sale is complete, shake the customer’s hand, give him your business card, and genuinely say “thanks for the business.” Then, close with “we look forward to seeing you next time!”
6) Call at least the top 5 largest invoices from the prior day and thank the customer for their business and make sure the sale was problem free. If they are not available, leave a “thank you” message on their voicemail.
7) Michael made a good point about teaching customers how to treat us. Our store employees are much more than just clerks. We will now refer to our counter personnel are now “Parts consultants.”
With everyone focused on these little things, we will continue to grow our company together. Thanks for your help!
Summary
Frank’s company has been a client of mine for over five years and I’m grateful. I find the above feedback immensely gratifying for two main reasons:
a) They like me, they really like me! (Apologies to the actress, Sally Field.)
b) These great people are now in a better place when it comes to improving sales and providing better customer service.
The moral of the story is to pay attention to what customers say after you’ve served them.
I know I do. Customer feedback is a gift. What’s your favorite way to receive feedback? Written? Verbal? On a blog or via Linkedin?
-Michael, MichaelAngeloCaruso.com in Royal Oak, Michigan
You may also want to stay away from negative news.
I think it was 
Social media has become a monster way to build networks, promote products and services, and build an impressive Internet presence.
Keywords are key. Of course, search engines take their cue from keywords, but “key” words were important long before Al Gore invented the Internet. (That Al Gore part is supposed to be funny.)
Years ago, a TV show called Get Smart, featured a secret agent named Maxwell Smart, who used his shoe to make telephone calls. He was a Smart person using a dumb phone.
