If you treat customers as equals, focusing on them as individuals, you’ll stay on the right path. Here’s a list of don’ts:
- Don’t avoid protocol or go over customers’ heads. This makes enemies.
- Don’t take a position on a difficult issue, and then back off when challenged. This kills your credibility.
- Don’t give the impression that you hate your main competitor—or anyone.
- Don’t make presentations. Have a conversation instead.
- Don’t train new people on a customer and then quickly move them to another customer. You need to keep your client’s trust and confidence.
- Don’t mistake customer apathy for customer loyalty. Your customer probably hasn’t gotten around to making a switch.
— Adapted from Fierce Leadership, Susan Scott, Broadway Business.