The Rub on Customer Service

It’s been more than a century since Marshall Field coined the phrase “Give the lady what she wants!” but in today’s challenging real estate market, Field’s sage advice about customer service matters more than ever. Two recent customer-service experiences – one positive, one negative – underscore this point.

The bad news first. I recently attended an open house for an existing home and was shocked by the apathy from the listing agent. First, he sat in his car talking on his phone instead of waiting inside the home to greet prospects. So he basically snuck up on me after I was in the home. Creepy. Then he proceeded to talk more about his own remodeling project than the home he was supposed to be selling.

Not only did this agent’s actions turn me off of his listing, but, even more damaging, I would never want him representing me or anyone I know in a real estate transaction. In fact, I was so put off, I told several friends about the bad experience.

And that’s the real rub. Word of your actions, or those of your associates, can spread like a virus, especially in today’s new-media landscape, thanks to sites like Facebook, Yelp, MySpace, Twitter, Citysearch and Metromix.

Of course it’s just as easy to be infectious about a positive experience. For example, the other week I had the BEST experience at The Spa at Trump. From the moment I arrived until I left, I never felt more pampered.
In fact, I was so happy with my experience I wanted to share it with everyone I knew. So I did by writing a review on Yelp. Seems like the Trumps have taken a page from Mr. Field’s customer service manual, and I for one was happy to be on the receiving end of their efforts.

On that note, there’s one more piece of advice from Mr. Field we should all take to heart – whether we’re selling clothes, spa services or real estate.

“Good will is the one and only asset that competition cannot undersell or destroy.”

Here are 5 essential tips for providing great customer service:

1. Be warm, enthusiastic and sincere in greeting and saying goodbye to your client.
2. Listen first, talk later. Ask questions and let your client do most of the talking. You want to find out about their needs.
3. Do not rush your client. Whether at a real estate showing or in a meeting, they can take as much time as they need. You are at their disposal.
4. Check in on your client, but don't stalk them. Let them know you care and want to be of assistance, whether that's today, in a week or in a month.
5. Follow up. Send a thank you note (hand-written if possible) and provide any additional information the client may have requested or would find of interest.